A recent trademark suggests that it might.
For the first time in decades, the small pickup truck market is about to be saturated with options. Hyundai just released the sharp Santa Cruz with Tucson styling, and Ford will soon release a truck positioned below the Ranger called the Maverick. It's too soon to predict how large this market could become; still, a major truck manufacturer like General Motors should consider building something smaller than the Chevrolet Colorado and GMC Canyon. According to a new filing with the USPTO, it might be.
GM recently filed a trademark for the name "Cheyenne." The registration is "intended to cover the categories of motor land vehicles, namely, trucks." Anyone familiar with GM will likely recognize the Cheyenne name, and there are several different routes the company could take with this application.
The name first appeared as a trim level on the second-generation C/K series trucks back in 1971 and continued into 1998. It resurfaced on the Chevy Cheyenne Concept truck shown at the 2003 North American International Auto Show (pictured above) and then again in 2013 on a Silverado Cheyenne concept (pictured below). We are more interested in the 2003 concept, which imagined many innovative truck features such as side access doors and bed-mounted cargo areas; the latter ended up making it to production on the Honda Ridgeline.
After seeing the Santa Cruz, it looks like GM was ahead of the times back in 2003. Perhaps the company could revisit a sub-Colorado model with built-in bed storage to rival the upcoming Santa Cruz and Maverick?
Chevy could have trademarked Cheyenne to use as a trim level in another possible but less exciting situation. In Mexico, the 2021 Chevrolet Silverado 1500 is sold as the Cheyenne, but it's not uncommon for GM to use different names in that market. Chevy's Mexican lineup currently includes a sub-Spark model called the Beat, the Aveo, Tracker, and Captive, none of which are offered in the US.
It's too early to tell what GM might do with the Cheyenne name in the US (if it ends up using the name at all), but we will keep an eye out for any developments.