General Motors looks set to leave the new gTLD program completely, after dumping its application for .chevy.
It’s the fourth of GM’s five dot-brand gTLD bids to be withdrawn after .chevrolet, .cadillac and .gmc. Only .buick remains in the Initial Evaluation process.
Of the 116 new gTLD applications to be withdrawn to date, 55 have been uncontested and for single-registrant zones. Almost all of the 55 applied-for strings are famous brands.
It would be wrong to assume that each of these was a “defensive” application — some represent discontinued brands — but it’s still a worryingly high number, representing over $10 million in ICANN fees.
That said, it’s still less than 3% of the total applications submitted in the current round.