While we usually don’t consider GM in the same context as Lamborghini, Bentley, Ferrari, and other similar manufacturers, it can hardly be denied that despite its vehicles’ less exotic nature, its classics are among the most sought after. And that might explain why the company recently filed a trademark application for the name “GM Restoration.”
Although the official reasoning behind the trademark is not yet known, the automaker looks to be attempting to cash in on the seemingly bottomless appetite for classic vehicles. Like other manufacturers whose older vehicles are highly prized, GM may look to provide owners with the possibility of factory restoration.
That is a service that has become more common over the last couple of decades with teams dedicated to restoring classic examples at brands like Bentley and Porsche. Programs like Lamborghini’s Polo Storico give owners the opportunity to have their vehicles restored to original condition, by the company that made them in the first place, no less.
Read Also: Lamborghini Restores Classic Islero And Espada In Time For Their 50th Anniversary
Although I have no doubt that some of the owners of ’67 Chevrolet Camaros and ’87 Buick GNXs would be willing to commission a factory restoration, that’s not the only possibility for this trademark.
GM might not necessarily be offering factory restorations, it might instead (or also) be looking to offer remanufactured vintage parts under a new brand. Selling OEM parts for classic vehicles under a fancy name is a surefire way to make some money, as also proven by brands like Porsche, Mercedes, and even Toyota.
Whatever GM is planning for the name, it’s certainly not alone in serving the needs of the well-heeled customers who own its vintage vehicles. And if it makes the work of preservation easier, all the better. With the Woodward Dream Cruise coming up in August, the ideal time to reveal this new service may be fast-approaching.
