GM Trademarks The Riviera Name…Again

For the past year or so, Buick has been keeping pretty busy reinventing itself and hyping up the new Regal, particularly the high-performance GS model. Though we liked the car for what it is, and can all agree it’s a step in the right direction for the Tri-Shield brand, we were still left wondering if it was just an opening act.

Well the car gods must have been listening, because we just heard from our friends over at GM Inside News that The General had just trademarked the Riviera name yet again. The last time they had done so was when the Riviera Concept debuted at the 2007 Shanghai Auto Show in China. It sported gullwing doors, 21-inch wheels, and a Shell Blue hue over its sculpted, edgy body. As a result, it stole the show.

Despite the fact that the concept was built on the front wheel drive Epsilon II platform, we were still disappointed that it never went into production. If the 5^th Gen Camaro is of any evidence, clearly the car gods also believe in second chances, however, a trademarked old name is all we have to go on.

There is yet any official word that the model will return from GM, much less does an actual rendering of what the car could look like even exist [that we know of].

If you were to ask us, we think the time is right to build the thing, even if it is front wheel drive. The Epsilon platform is very affordable for Buick to use since it is shared with so many other cars in the GM portfolio, and could give the brand the exciting showroom model that it desperately needs.