A whole new generation is set to become familiar with the storied Chevelle nameplate.
In a move that is set to send fans of original American muscle into a frenzy, General Motors has applied for the “Chevelle” trademark. The news comes from GM Authority that claims the application was filed in the “exterior badges for vehicles” category. Before naysayers site past applications of the “El Camino” and “Nomad” trademarks as proof that GM is simply routinely protecting one of its best-loved names, it is worth noting that in today’s trademark landscape, applicants must demonstrate a current business reason in order for the trademark to be granted.
Applicants have up to three years to submit a so-called SOU or “Statement of Use,” which lends weight to the argument that GM is looking to resurrect the Chevelle name on a vehicle for the first time since 1977. So what does GM have in mind for the storied nameplate? At this year’s Detroit Motor Show, GM president of North America, Mark Reuss, confirmed the carmaker was working on a BRZ/FR-S competitor. That was just a year after it unveiled the Chevy Code 130R Concept, a small rear-wheel-drive lightweight sports car powered by a 150-hp 1.4-liter turbo-four mated to a six-speed manual.
One idea that’s currently out there is that if GM were to green-light production of the lightweight sports car to sit alongside the next-gen Camaro, the Code 130R could adopt the Camaro nameplate, with the larger coupe receiving the Chevelle name. Another line of thought is that GM plans to use the Chevelle name for whatever sedan replaces the new 2014 Chevrolet SS. That car has just three more years left to run before production of the Holden Commodore ends, coinciding nicely with how long GM has to complete the trademark’s SOU.