General Motors Files “Badlands” Trademark Application for Trucks
Could GMC or Chevrolet Be Preparing a Raptor/Power Wagon Rival?
According to the United States Patent and Trademark Office, General Motors (GM) submitted paperwork to trademark “Badlands,” possibly hinting at an as-yet-unannounced off-roader. The application, which is filed under an intent-to-use provision, states that it will be used for “motor land vehicles, namely, trucks.”
Chevrolet already has a few off-road names in its arsenal such as ZR2, which got dusted off in November for the Chevrolet Colorado ZR2 concept, which featured meaty tires, remote-reservoir shocks, and a Duramax diesel I-4. Additionally, Z71 off-road suspension packages have been available on Chevy and GMC trucks and SUVs for decades, although the argument could be made that “Z71” is more of a stripe-and-paint package, particularly in recent years. Outside those option codes, however, GM is bereft of a truly off-road-oriented truck or SUV. However, additional intrigue comes in the way of the recent trademark application by the company for the "Z71 Trail Boss" moniker.
With the Ford F-150 Raptor coming for 2017 (and its SVT Raptor predecessor completely revitalizing interest in the factory off-roader segment), manufacturers of pickups have been reinvesting interest in the niche. Toyota, Ram, and GM have each dabbled in the market in the last few years, although none has produced a true Raptor competitor in the form of a high-speed prerunner. Ram’s Power Wagon and upcoming Rebel seem to be more at home on the rocks, while Toyota’s TRD Pro pickups are much better suited to desert trails and off-highway parks. GM’s entry comes in the form of a limited-production aftermarket Lingenfelter Reaper.
That could change if the Badlands name is applied to a dedicated, factory-built off-road truck or SUV. If we were betting folk, we’d wager that the Badlands name will be reserved for a desert-ready prerunner to do battle with the Raptor, while the Z71 Trail Boss will become a rock-friendly trail machine in the vein of the Ram Power Wagon.
Or it could all just be vaporware, as the trademark filing merely states that GM may someday intend to use the name. We hope it’s not the latter.
Source: GM Authority, U.S. Patent and Trademark Office