Report: Buick files trademark application for ‘Riviera’ name

General Motors confirmed Wednesday that it has filed a trademark application for the Riviera name, which has been used by the Buick brand for close to 40 years.

The last time we saw the Buick Riviera was at the 2007 Shanghai Motor Show in concept form. Prior to that, GM sold the full-size Riviera from 1963 until 1999 – with a production run of more than 1.1 million vehicles. In 1949, the Riviera name was used to set apart Buick Roadmaster vehicles.

Spokesman Nick Richards for Buick has made no decision to bring back the name saying “I wouldn’t read too much into this. We’re constantly protecting various name.”

– By: Omar Rana

Source: Detroit News