General Motors Files to Trademark ‘GM Financial Insurance Company’ Name

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General Motors has filed to trademark “GM Financial Insurance Company,” according to a record found with the US Patent and Trademark Office.

The filing was made on Jan. 24, 2022. GM Financial is the auto financing arm of General Motors.

GM seemed to have been headed in this direction, gradually getting more involved in usage-based insurance solutions. Late November 2020, it launched OnStar Insurance, aimed at tailoring insurance rates to consumers based on individual driving behavior and use of vehicle safety systems. OnStar not only connects drivers to operators to help with navigation or emergencies, but the service also collects data on driving patterns like hard braking and acceleration.

Insurance policies sold through exclusive agency OnStar Insurance Services are underwritten by subsidiaries of American Family Insurance, specifically Homesite in all states except California, where other American Family companies handle policies.

General Motors to Sell Use-Based Auto Insurance Through Onstar

In June of last year GM began offering OnStar services, including insurance, through the OnStar Guardian smartphone app, which has location and emergency notification services that can be offered as part of an auto insurance package.

GM Offering Onstar Service to All Drivers Through App; Options Include Insurance

Other auto makers have looked to use driver data collected by current auto technology for insurance purposes. Several years ago, Tesla began to roll out Tesla Insurance for Tesla drivers. In a recent earnings call, CEO Elon Musk said claims data is providing insight that has adjusted the way the car has been made in order to reduce repair costs.


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