Cadillac has filed to trademark the name Lumistiq in Switzerland, Canada and the United States, Cadillac Society has learned. The moniker will likely be used for a future electric vehicle, considering its similarity to the names of two confirmed battery-electric Cadillacs, the Lyriq and the Celestiq.
Filed with the U.S. Patent and Trademark Office (USPTO) on November 15th, 2021 and assigned serial number 97125536, the application lists “Motorized land vehicles, namely automobiles” as its Goods and Services category.
Since then, the Lumistiq application was filed in the Swiss Federal Institute of Intellectual Property as well as with the Canadian Intellectual Property Office.
Lumistiq follows Cadillac’s naming convention for its upcoming wave of electric vehicles, which all end in the suffix “iq.” The first vehicle to fall into this naming convention is the Cadillac Lyriq, the first fully-electric vehicle in the luxury marque’s lineup. The Lyriq will launch early next year for the 2022 model year, while the Celestiq is expected to enter the market as Cadillac’s flagship sedan sometime thereafter.
Previously, the luxury marque filed to trademark the names Cadilac Symboliq and Cadillac Optiq. However, both of these filings have since been dropped, indicating that Cadillac has chosen other names. It stands to reason that the Lumistiq name could take the place of either Symboliq or Optiq.
Phil Dauchy, the head of Cadillac’s global brand strategy, told Cadillac Society Executive Editor, Alex Luft, that the “iq” suffix “signals that Cadillac is bringing a different type of vehicle to market, one that works in concert with man, nature and machine.”
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George
CT5V Blackwing. When?
Chris Cummings
Because Hyundai was first with an -iq name (Ioniq) Cadillac’s adoption of that naming convention looks like copy-cat behavior. Not to mention that each new Cadillac name sounds silly (Lumistiq? Really?). It makes the whole electrification campaign look frivolous. Cadillac’s marketing operation is certainly not improving, and that disappoints me to the max.