GM Files for “DriveScription” Trademark

General Motors Co. has filed an application with the U.S. Patent and Trademark office for the name DriveScription, which could be used for a vehicle subscription plan for one of its mainstream brands.

Filed under the Goods and Services category, the trademark would pertain to automotive subscriptions, rentals and car-sharing services.

GM’s Cadillac unit launched its own subscription service, The Book by Cadillac, in early 2017. For a $500 membership fee and a monthly rate of $1,800, the plan allows subscribers in three test cities access to all Cadillac models.

DriveScription could be used for one or all of GM’s other brands (Buick, Chevrolet and GMC). GM Authority, which first reported the trademark, notes that the name also could be used for used and off-lease vehicles.

BMW, Mercedes-Benz, Porsche and Volvo also offer subscription services. The plans, which typically cover insurance, routine maintenance and various concierge services, allow members to swap out vehicles throughout the year to meet their needs.