85 Riviera Convertible on 2040-cars

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What's in a trademark? Sometimes, the next iconic car name

The United States Patent and Trademark Office is a treasure trove for auto enthusiasts, especially those who double as conspiracy theorists.
Why has Toyota applied to trademark "Supra," the name of one of its legendary sports cars, even though it hasn't sold one in the United States in 16 years? Why would General Motors continue to register "Chevelle" long after one of the most famous American muscle cars hit the end of the road? And what could Chrysler possibly do with the rights to "313," the area code for Detroit?

Buick Electra-L, Electra-LT concepts lead the Wildcat to production

Buick loves the Beijing Motor Show, and why shouldn't it? Working with its local partner, SAIC, the brand seems to saves up so much mojo for April in Asia and shows up with stunning designs. Here are another two takes on the brand's latest sheet metal philosophy, penned by the SAIC-GM Pan Asia Technical Automotive Center and riding on GM's Ulitum platform, the Electra-L sedan and Electra-LT wagon concepts. The Electra-L could be seen as a production version of the Wildcat EV concept from 2022 (not the Wildcat from 1985) that launched Buick's new design language. All the major forms and curves are there, so too the turbine-style wheels, but the fastback roof's been stretched to create adequate headroom for a quartet. The edges of the front fascia have been redrawn to be less aggressive and form a canvas for illuminated ornamentation. The four-door stretches 198.3 inches long on a 118.1-inch wheelbase, meaning less than an inch difference in both dimensions between the Buick and the new BMW i5. Power comes from a single motor on the rear axle making 342 horsepower. A battery of unknown capacity is claimed to be good for a 435-mile range under China's CLTC test loop. The light-sensing glass roof hovers over a rectilinear instrument panel with a floating main display and a retractable 7-inch screen for the front passenger, four pressure-sensitive "zero-gravity" seats wrapped in an eco-friendly fabric, and rear quarters with a small inductive cooktop for enjoying tea in the custom tea set.  SAIC and Buick had less to say about the Electra-LT. Looking like the Allroad version of the Electra-L, it's got fender extensions framing the "titanium metal armor" wheel design, an air suspension that can lift the body by 1.6 inches, and that roof box to broadcast its light adventure credentials. Fitted with the same basic interior layout as the sedan, the wagon might add a third row; the description says its "eConnect smart cabin system supports 7-screen interaction." We're not sure if something got left out of the powertrain description, though, as the Electra-LT said to be powered by a 342-hp motor on the rear axle while also possessing "independent four-wheel drive."    Two years ago, Buick said it would introduce five all-new EVs in China by 2025. The sedan is rumored to be headed to the Chinese market next year, a production version perhaps ready by the time of the 2025 Auto Shanghai.

Buick prepares Super Bowl ad blitz to introduce Cascada

Super Bowl 50 will kick off on February 7, and Buick will use the big game's massive audience to get the word out about the new Cascada convertible. The the broadcast spot will be paired with a humorous digital campaign to advertise the convertible online. Buick hasn't released the 30-second Super Bowl commercial yet, but a teaser image shows that it stars New York Giants wide receiver Odell Beckham, Jr. and actress Emily Ratajkowski, known for roles in the films Gone Girl and Entourage. The ad is part of the "Experience the New Buick" campaign, which aims to position the brand to appeal to a younger demographic. The brand also has Ellie Kemper, the star of Netflix's hilarious Unbreakable Kimmy Schmidt and Erin on The Office, to sell the Cascada, Regal, Encore, and Enclave in a new online campaign. She plays an exaggerated version of herself and flirts with a guy who thinks Kemper owns Buick's new convertible. The spot tries to capitalize on the quirky charm of the actor's Kimmy Schmidt character. Buick will cut the longer clip (below) into vignettes for ads on sites like YouTube. Buick spokesperson Crystal Wilson told Autoblog that viewers' reactions to Kemper's commercial have been "totally positive" so far. First-Ever Buick Super Bowl Ad Features Odell Beckham Jr. and Emily Ratajkowski Latest "Experience the New Buick" ad spotlights new Cascada convertible 2016-01-26 DETROIT – Buick's first-ever Super Bowl ad will bring the brand's award-winning "Experience the New Buick" campaign to the biggest night in TV advertising. The campaign launched in 2014 and challenges consumers' false perceptions of the brand. The 30-second spot, scheduled to air during Super Bowl 50, features Buick's all-new Cascada luxury convertible and stars New York Giants wide receiver Odell Beckham Jr. and actress/model Emily Ratajkowski. The spot will be the first new Buick commercial to air in 2016, a year where the brand will launch three new products. The Cascada, Buick's first convertible in 25 years, arrives in dealerships in the coming weeks. It features an athletic and sculptural beauty that delivers a distinctive profile, whether the top is up or down. Along with the perception-shifting Cascada, Buick showrooms will soon feature a redesigned LaCrosse sedan and the new Envision, a compact crossover. Both go on sale this summer.