This isn't the first time GM has filed a trademark for this name.
General Motors has been expanding its current crop of crossovers with recent model launches like the reborn Chevrolet Blazer, but a new trademark filing suggests GM is plotting an all-new mystery crossover to capitalize on the segment's popularity.
Filed with the United States Trademark and Patent Office on January 5, 2021, GM has submitted a trademark application for the name "Anthem" under the "Motor land vehicles, namely, automobiles" goods and services category. This is the fourth time GM has filed a trademark for the Anthem name in 12 years, so the mystery model has been under consideration for over a decade now.
GM filed the first trademark for the Anthem name back in June 2009, then again in May 2013 and December 2016. So what could the Anthem be? At this point, it isn't known which brand will get the new Anthem model, but GMC is a likely candidate. For years, GMC has been considering building a small crossover to slot below the Terrain and tap into the subcompact segment. Allegedly, the project is close to being approved for production and will share the same platform as the Trailblazer and Encore GX.
However, another trademark filing suggests GM's new subcompact will be called the Granite named after the boxy Granite Concept shown off at the 2009 Detroit Auto Show, which rules out that possibility. Alternatively, the Anthem could be the name of a new GM midsize crossover.
Since the next-generation GMC Acadia is expected to be a larger full-size crossover with similar proportions to the first-generation model, the Anthem could serve as a new midsize crossover slotting above the Terrain and below the next-generation Acadia and Yukon to plug the gap and potentially rival the Ford Explorer.
It could also be the name of GM's rumored three-row crossover if the next-generation Acadia stays in the midsize segment. Considering that GM has trademarked the name for the last 12 years, the Anthem could still be a long way off. Then again, GM won't want to leave a gap in the competitive midsize crossover market for very long.