|Greg Migliore is news editor at Autoweek, a sister publication of Automotive News|
The Riviera name may be poised for a comeback at Buick. At least General Motors isn't shutting the door completely.
GM renewed the trademark on the "Riviera" name, which had lapsed, on May 3, according to the Patent and Trademark Office.
"There are a number of reasons why companies file for patents or trademarks on names, ranging from potential future use to protecting rights [of] an existing historical name," a spokesman told Autoweek.
The Riviera is one of the most famous models in Buick's history. It debuted in 1963 with Ferrari-inspired design cues and died in 1999 as a premium coupe.
GM showed a concept with the Riviera name at the 2007 Shanghai motor show.