Return of the Chevrolet Chevelle? GM Files Trademark for Historic Name

By Jacob Brown | April 05, 2013
Were the 1960s and 1970s really that great? Many an American automaker seems to think so, especially General Motors, which has gone ahead and re-trademarked yet another name from the past, the Chevelle. We just can't imagine that anyone would pull a GM name from any other era back from the dead. Can you imagine a 2013 Chevrolet Cavalier? Citation? Lumina? You get the point. Anyhow, GM Authority seems to think that this trademark is more than just another one of GM's defenses of intellectual property. The publication suggests that GM may be bringing back the Chevelle name as a larger muscle coupe to slot above what is rumored to be a significantly smaller Camaro based on the concept Chevrolet 130R design. The 2014 Chevrolet SS will only have a three-year shelf life, leaving some potential wiggle room for a sedan to have the Chevelle name make a comeback up there, too, says GM Authority. We have  to call hogwash on this one.
GM trademarks just about everything. I have a GM tie with 1960s and 1970s Chevrolet muscle cars--including the Chevelle--that I've not worn since high school. But I own it. It made the 2,500-mile trek out here with me when I moved to California. I'm pretty sure GM still licenses the tie and makes a killing with licensing merchandise in general. The Corvette is a $2.5 billion brand annually because of its leather jackets and hop-up parts in addition to its annual sales. Over the past year, GM has also trademarked Electra and GSX, among other names, yet we've heard no official rumblings if those names will seen any further use.
Could a Chevelle make a comeback? Of course it could, and it could become a larger muscle car competitor. But there are a few historic reasons why it probably won't, including that the Chevelle was a lower-level family sedan that slotted under the Malibu, the Camaro has never been a huge car, relatively speaking, and the Camaro will not be moving to the size of a BRZ/FR-S competitor like the 130R concept. When the Camaro was new in 1967 before safety systems and modern technology, it weighed more than 3,000 pounds. The current car starts at around 3,600 pounds, and it will undoubtedly become lighter. But it won't become that much lighter.
What would make more sense is if Chevrolet revived Nova, which was the company's compact muscle car back in the 1970s that slotted below the Camaro. Because, quite honestly, we just can't see the "Chevette" name making a comeback on an entry-level sporty Chevrolet. Source: GM Authority