Trademark Foreshadows Launch of GM Subscription Service 'DriveScription'

While we’ve bashed them for being one of the most expensive ways to acquire a vehicle, automotive subscription plans have becoming increasingly popular among premium nameplates. General Motors already has one exclusively for Cadillac but it appears that it’s setting up another for its less illustrious brands.

Late last month, the automaker filed a trademark application to register the name “DriveScription” with the United States Patent and Trademark Office. The document clearly states that the term will be used in association with the Goods and Services categories of automotive subscription services, rental services, and vehicle sharing. Considering that Maven already handles most of the short-term rental and ride-sharing aspects of GM’s new mobility services, DriveScription is almost certain to be the mainstream equivalent to Book by Cadillac.

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