GM Trademarks Enspire Name; Is A New Buick SUV Coming?

General Motors has applied for a new trademark with the United States Patent and Trademark Office (USPTO), to secure the ‘Enspire’ moniker.

Discovered by GMAuthority, the filing is from December 11, 2018, and refers to “automobiles, excluding motorhomes”. So, what is GM planning to do with this nameplate? A realistic answer could come from the Buick Enspire Concept, which was unveiled at Auto China, earlier this year.

The study has a very dynamic exterior design, a sleek profile with shaved doors, low-slung roofline and cameras replacing the traditional side mirrors, on top of a cabin described as “spacious”, and fitted with a large infotainment system and digital instrument cluster.

Buick’s Enspire Concept is all about the future, as it benefits from a couple of electric motors that produce a combined output of 550 hp (557 PS / 410 kW). Naught to 62 mph (0-100 km/h) takes only 4.0 seconds, and the show car is said to be able to travel for up to 373 miles (600 km) in between charges.

As for the alleged production model, this might actually be a cousin of the new Cadillac XT4, thus taking on the BMW X1, Audi Q3 and Mercedes-Benz GLA.

Word on the street has it that Buick will unveil the production-spec Enspire next year, offering it for sale shortly after – although we still need to hear from GM officials, just to make sure that the vehicle is indeed coming.

Note: Buick Enspire Concept pictured

more photos...
  • Paul

    Maybe they’re just refiling, keeping dibs on the name so no one takes it from them.

  • NoMan2015

    There have been spy shots of a Buick crossover that would slot in between the Envision and the Enclave. If this is for a production model, my money is on that. The Encore already occupies the space re: a competitor to the GLA, X1, etc.

    • charlotteharry57

      The Envision IS Buick’s Blazer. Nope, that’s not it, sorry.

      • NoMan2015

        No. The Envision is Buick’s Equinox/Terrain. There’s a difference.

  • Great design. I hope Buick sticks with it. But I don’t understand the need for Buick when I can choose a lower priced Chevy or an upscale Cadillac.

  • charlotteharry57

    Unless this is a pure EV, Buick DOES NOT NEED ANOTHER CUV. Just enlarge the Encore a bit and that’s it.

  • Bash

    Well that’s Enspiring. Kinda.


    • aurelio milaor cabal

      Buick Electra


        • aurelio milaor cabal

          GM has habit of picking wrong names for cars “NOVA” no go in Spanish. I live in a GM town ,Oshawa,The streets around me are
          Le Sabre, Fleetwood, ,Astra, Corsica, Century ,Safari,el dorado ,Belair ,All these cars are of the 70s & 80s, and all gone. LOL

      • john1168

        Electra! That would be perfect!

  • Archknight77

    With the LaCrosse being phased out, I’m not surprised they are moving forward on another crossover to slot into the line up. If they are slotting it in to compete against the subcompacts, it would be similar to how Jeep does it with the Renegade and Compass. Hopefully, they make it a lot sportier and the 2.0T wouldn’t be a bad option with a little more power over the one in the XT4.

  • aurelio milaor cabal

    Buick Expired? .

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