Buick trademarks the Riviera name, new model in the works?

The Buick Riviera went out of production almost 13 years ago, but General Motors has just filed a trademark to use the legendary name on future automobiles.

The Buick Riviera went out of production almost 13 years ago, but General Motors has just filed a trademark to use the legendary name on future automobiles.

While this has fueled speculation that the brand could offer a coupe like the 2007 Rivera concept, Buick spokesman Nick Richards told the Detroit News "I wouldn't read too much into this" because GM is "constantly protecting various names."

Whether Richards' remarks are genuine or an attempt to hide an upcoming model, a sporty coupe could go a long way in helping the brand to ditch its old person image.

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Automaker Buick
Article type General
Tags buick rivera, buick rivera trademark, buick riviera, buick riviera trademark, rivera, rivera trademark, riviera, riviera trademark