General Motors Trademarks "GMC Granite"
GMC really has no idea whether it wants to build a production version of its 2010 Granite Concept. However, it just keeps on extending the trademark. In fact, it’s extended it so many times that it just recently had to file for the trademark all over again.
After using up all five of its six-month extensions for the Granite trademark, General Motors had to reset the entire process and refile on May 26th, 2015. This constant renewing of the trademark means that this name must have some value to the brand, but the it remains unclear what the automaker plans to do with it.
For those who missed it, the Granite Concept was a C-segment crossover with suicide doors, a 1.4-liter turbocharged four-cylinder that likely produced around 150 horsepower, and a high-tech cabin filled with all sorts of gadgets to keep your average tech nerd plugged in.
Why GMC never actually produced this Fiat 500X, Jeep Renegade, and Mini Countryman competitor is likely because the market wasn’t quite ready for an SUV this size. Now with these small SUVs sprouting like weeds in late spring, GMC is likely ready to pull the production trigger.
Now, don’t look for the suicide doors, the futuristic cabin, and all the gadgetry. Instead, look for a clean, compact people hauler with more traditional looks than its main competitors and slightly more off-road capabilities.
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Why it matters
The small SUV segment is booming. We’ve already seen the Mini Countryman, and the Fiat 500X and Jeep Renegade siblings hit the market. We also recently saw the tiny 2016 Honda HR-V hit the market. There is no better time than now to get into this funky niche, as buyers are becoming more and more interested in small, inexpensive people haulers that have the ability to handle themselves in less-than-ideal conditions.
Though the GMC Granite name may live on into production, don’t look for a carbon copy of the concept. Instead, we’ll likely see a big step down from the oddly proportioned concept. Look for a more traditional GMC appearance, just in a smaller package when/if the Granite sees the production line.
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