General Motors has filed for the Cheyenne trademark. Chevrolet already sells a truck in Mexico with the same name, but what will its future look like in the U.S.?
pickup truck. But while the Chevy Cheyenne is still sold in Mexico today, it’s been discontinued in the U.S. since 1998. General Motors recently filed a trademark for the Cheyenne name, “intended to cover the categories of motor land vehicles, namely, trucks.”
Speculations are rampant as experts attempt to determine GM’s plans for the Chevy Cheyenne. There is the possibility of a new compact truck, or simply an additional trim for its
, the name was first introduced as a trim level back in 1971 on second-generation C/K series trucks. It was known exclusively as a Chevy Cheyenne from 1988 until 1998, when the Silverado made its debut.
It has resurfaced occasionally as a concept truck in 2003, and again in 2013, at the North American International Auto Show. The 2003 version was most interesting because of the innovative features that were showcased like the side access doors and bed-mounted cargo areas. These were later applied to the Honda Ridgeline instead.
, are questioning whether the Cheyenne name will be used at all. By 2022 standards, the commercial use of Native American labels for business purposes is discouraged. Selling products or sports teams under Native American tribal names feels less honorable and more like cultural appropriation.
Jeep, for example, has been using the Cherokee name for various models over the past 45 years. The SUVs are still in production despite Cherokee Nation Principal Chief Chuck Hoskins Jr. asking the carmaker to remove the name from all of its vehicles. Whether Jeep has an open discussion about the request remains to be seen.
General Motors may be better off avoiding the Cheyenne name altogether, considering it also has Native American roots. The Cheyenne tribe originally farmed the Sheyenne River Valley until the French and Chippewa forced their move to the Great Plains.
The Chevy Cheyenne in Mexico and compact trucks
The Chevy Cheyenne is still going strong in the Mexico market, as per
. The General Motors factory in Silao, Guanajuato, has been producing the Chevrolet Silverado and Cheyenne since 2005. They also build other models that don’t exist in the U.S., such as the Beat, Aveo, Tracker, and Captive.
The Chevy Cheyenne is marketed as the higher-end trim lines in Mexico, while the Silverado remains an entry-level truck offering the Work Truck and Custom trim levels. The 2022 Chevy Cheyenne ZR2 comes standard with a turbocharged engine. It has a uniquely specific grille and hood, 18-inch black wheels with off-road tires, and two-inch raised suspension. Some suspect a similar trim offering under the same name may be in store for U.S. buyers.
Others, however, are hopeful that the Chevy Cheyenne will be rereleased as a compact truck. With the announcement of the new Hyundai Santa Cruz and Ford Maverick, truck enthusiasts wonder if GM may also want to build something in that class. This would mean something smaller than the Chevrolet Colorado or GMC Canyon.
Getting your truck insured
MORE:How to Get Cheap Truck Insurance for Your Pickup Truck
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