GM Trademarked the Pontiac Name, But Don’t Expect a Comeback

It’s been 16 years since General Motors killed the Pontiac brand, and nearly three years since the Bring back Pontiac Facebook page’s last official post. There’s still a lot of love out there for the brand, with plenty of folks clamoring for its return. But there’s little chance GM will resurrect Pontiac, despite the automaker’s recent trademark filing.

GM filed a trademark application in the United States late last month for the Pontiac name. However, the filing isn’t for the automaker to use it on a future automobile. The application specifically states that this is for “Hub caps for vehicles; Horns for vehicles; License plate frames; Novelty license plate frames.”

It looks like the General wants to keep the Pontiac name under its control. The company has had the name locked down since 2005, and while it no longer builds any Pontiac models, there are still plenty on the road, with owners who want branded accessories, parts, and other memorabilia. So the renewed trademark makes sense.

Pontiac was one of several brands that GM discontinued when the automaker faced insolvency in the late 2000s. Not even Bob Lutz could save the iconic brand. He told us last year that he still considers the brand’s death “to be borderline a tragedy.”

We do too, Bob. We do too.