GM Files Trademark Application; Are You Ready to Get Enspired?

Steph Willems
by Steph Willems
gm files trademark application are you ready to get enspired

We know, we know — you just wrapped up a lengthy and animated conversation about Buick with your coworkers, and you’re all Buicked out. Well, here’s something extra to chew on.

General Motors has filed a trademark application with the U.S. Patent and Trademark Office for use of the name “Enspire” on motor vehicles. No, this doesn’t concern Chevrolet or Cadillac or GMC, that’s for sure. It does, however, concern Buick, as Enspire is the name given to a concept vehicle revealed last spring in China. But what would a production Enspire look like?

According to GM Authority, which discovered the patent (filed December 11th), it’s not likely to follow in the concept’s all-electric footsteps. Not in America, anyway. That rakish concept vehicle funnelled roughly 550 horsepower to all four wheels, burning no fuel in the process.

While GM does have a dedicated EV architecture under development, that platform isn’t expected to show up until 2021. We do know, however, that there’s two new Buick crossover in the planning stage. One borrows the short-wheelbase C1 platform found beneath the GMC Acadia and Cadillac XT5. The other, code-named E2UB, shares its platform with the Cadillac XT4. While the former vehicle has already been seen wearing camo, the existence of the latter vehicle was revealed in an IHS Automotive document seen by GM Authority in November.

It’s this smaller vehicle that’ll likely adopt the English-wrecking Enspire name. Positioned above the China-sourced Envision and below the future sub-Enclave model in terms of price (it’ll be quite similar in size to the Envision), the Enspire’s design was surely previewed by this year’s concept vehicle. And what a fetching design it is, at least for a crossover. It’s believed that Buick intends the Enspire/E2UB to be a more premium vehicle that can serve as a technological and styling high point for the brand.

Like the Envision, the E2UB is a product of GM’s Chinese joint venture. And it’s the Chinese connection that fuels speculation that the Enspire might actually gain an electric powertrain, or at least an electrified one, to satisfy that country’s green-pushing government. While China goes great guns on EVs, American buyers aren’t quite as receptive to the idea of ditching cheap gas, so any version shipped over here might make do with, say, a turbocharged 2.0-liter.

Whether or not the dodgy trade relationship between China and the U.S. scuttles this offering in America remains to be seen. IHS Automotive lists the E2UB as starting production in China in late 2019.

[Image: General Motors]

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  • Deanst Deanst on Dec 20, 2018

    At this point I’d take anything from GM that shows signs of creativity, but that Lexus “enspired” d pillar has to go.

  • Cdotson Cdotson on Dec 21, 2018

    So how does the GMC Envoy fit in all this? How long until Buick decides to ENbezzle the name and ENploy it for itself? It's only due to rampant apathy that nobody's ENfuriated.

  • SPPPP The little boosters work way better than you would expect. I am a little nervous about carrying one more lithium battery around in the car (because of fire risk). But I have used the booster more than once on trips, and it has done the job. Also, it seems to hold charge for a very long time - months at least - when you don't use it. (I guess I could start packing it for trips, but leaving it out of the car on normal days, to minimize the fire risk.)
  • Bader Hi I want the driver side lights including the bazl and signal
  • Theflyersfan One positive: doesn't appear to have a sunroof. So you won't need to keep paper towels in the car.But there's a serious question to ask this seller - he has less than 40,000 miles on some major engine work, and the transmission and clutch work and mods are less than 2 months old...why are you selling? That's some serious money in upgrades and repairs, knowing that the odds of getting it back at the time of sale is going to be close to nil. This applies to most cars and it needs to be broadcasted - these kinds of upgrades and mods are really just for the current owner. At the time of sale, a lot of buyers will hit pause or just won't pay for the work you've done. Something just doesn't sit well with me and this car. It could be a snowbelt beast and help save the manuals and all that, but a six year old VW with over 100,000 miles normally equals gremlins and electrical issues too numerous to list. Plus rust in New England. I like it, but I'd have to look for a crack pipe somewhere if the seller thinks he's selling at that price.
  • 2ACL I can't help feeling that baby is a gross misnomer for a vehicle which the owner's use necessitated a (manual!) transmission rebuild at 80,000 miles. An expensive lesson in diminishing returns I wouldn't recommend to anyone I know.
  • El scotto Rumbling through my pantry and looking for the box of sheets of aluminum foil. More alt right comments than actual comments on international trade policy. Also a great deal of ignorance about the global oil industry. I'm a geophysicist and I pay attention such things. Best of all we got to watch Tassos go FULL BOT on us.