---
title: "GM Applies for ‘Feel the Usedphoria’ Trademark to Sell Used Cars"
description: "A recent General Motors trademark makes it clear GM's not done with cringe-worthy ad campaigns."
date: "2021-11-12"
modified: "2021-11-12"
authors:
  - name: "James Gilboy"
    job_title: "Contributing Writer"
    link: "https://www.thedrive.com/authors/james-gilboy"
url: "https://www.thedrive.com/news/43115/gm-applies-for-feel-the-usedphoria-trademark-to-sell-used-cars"
categories:
  - "GM News"
  - "News"
  - "News by Brand"
---

# GM Applies for ‘Feel the Usedphoria’ Trademark to Sell Used Cars

![](<https://www.thedrive.com/wp-content/uploads/images-by-url-td/content/2021/11/Pontiac-Montana_SV6-2005-1600-02.jpeg>)
*\<em\>www.thedrive.com</em>*

General Motors isn't exactly out here hitting home runs with its promotional campaigns. It took far too long to [shelve Chevrolet's "Real People" ads](<https://www.thedrive.com/news/39861/chevy-finally-killed-its-real-people-ads-last-fall-in-case-you-missed-it>), and somehow didn't figure out over the course of 21 years that [dance trios](<https://www.youtube.com/watch?v=eN3X90tkcnA>) don't [sell compact cars](<https://www.youtube.com/watch?v=QF072W52fc0>). Now, GM appears ready to commit to another mistake with a tagline meant to promote buying used: "Feel the Usedphoria."

This slogan was the subject of an Oct. 25 trademark filing with the [United States Patent and Trademark Office](<https://tsdr.uspto.gov/#caseNumber=97090630&caseType=SERIAL_NO&searchType=statusSearch>), which GM told the line was for use by "automobile dealerships in the field of pre-owned motor vehicles of all makes and models." Clearly, it's a play on "euphoria" meant to make people feel better about buying used. To people of a certain age, though, [euphoric is a word irreversibly corrupted by internet goobers](<https://knowyourmeme.com/memes/in-this-moment-i-am-euphoric>); one that evokes images of dudes in fedoras and Triforce tees.

![message-editor%2F1636746931342-97090630.jpg](<https://www.thedrive.com/wp-content/uploads/content-b/message-editor/1636746931342-97090630.jpg>)
*GM trademark: "Feel the Usedphoria", *USPTO**

As the World Intellectual Property Organization's database only registers this tagline being trademark in the U.S., it's unlikely this will turn into a [Toyota Cavalier](<https://www.thedrive.com/news/41668/the-japanese-ads-that-sold-chevy-cavaliers-as-toyotas-felt-like-the-simpsons-doing-nsync>)-tier embarrassment abroad. That it'll be one domestically, though, isn't a certainty. Automakers regularly apply for trademarks on things they have no intention to use, as was the case in 2019 when GM [renewed its rights to the Chevy Cavalier name](<https://www.thedrive.com/>). "Feel the Usedphoria" could be more of the same, and if GM has learned anything from those "Real People" ads, it'll leave this ad campaign where it belongs: In the trash can.

*Got a tip or question for the author? You can reach them here: james@thedrive.com*

## Author
James is a former staff writer for The Drive. He has changed the conversation around electrification, debunked misinformation online, and become a prominent hunter of what he calls "automotive cryptids."

### Author social links  
[Instagram](<https://instagram.com/jamesgilboy>)