1978 Chrysler New Yorker Brougham "the Bro" on 2040-cars

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Bring back the Bronco! Trademarks we hope are actually (someday) future car names

Trademark filings are the tea leaves of the auto industry. Read them carefully – and interpret them correctly – and you might be previewing an automaker's future product plans. Yes, they're routinely filed to maintain the rights to an iconic name. And sometimes they're only for toys and clothing. But not always. Sometimes, the truth is right in front of us. The trademark is required because a company actually wants to use the name on a new car. With that in mind, here's a list of intriguing trademark filings we want to see go from paperwork to production reality. Trademark: Bronco Company: Ford Previous Use: The Bronco was a long-running SUV that lived from 1966-1996. It's one of America's original SUVs and was responsible for the increased popularity of the segment. Still, it's best known as O.J. Simpson's would-be getaway car. We think: The Bronco was an icon. Everyone seems to want a Wrangler-fighter – Ford used to have a good one. Enough time has passed that the O.J. police chase isn't the immediate image conjured by the Bronco anymore. Even if we're doing a wish list in no particular order, the Bronco still finds its way to the top. For now (unfortunately), it's just federal paperwork. Rumors on this one can get especially heated. The official word from a Ford spokesman is: "Companies renew trademark filings to maintain ownership and control of the mark, even if it is not currently used. Ford values the iconic Bronco name and history." Trademarks: Aviator, AV8R Company: Ford Previous Use: The Aviator was one of the shortest-run Lincolns ever, lasting for the 2003-2005 model years. It never found the sales success of the Ford Explorer, with which it shared a platform. We Think: The Aviator name no longer fits with Lincoln's naming nomenclature. Too bad, it's better than any other name Lincoln currently uses, save for its former big brother, the Navigator. Perhaps we're barking up the wrong tree, though. Ford has made several customized, aviation themed-Mustangs in the past, including one called the Mustang AV8R in 2008, which had cues from the US Air Force's F-22 Raptor fighter jet. It sold for $500,000 at auction, and the glass roof – which is reminiscent of a fighter jet cockpit – helped Ford popularize the feature. Trademark: EcoBeast Company: Ford Previous Use: None by major carmakers.

Jeep and Ram could be spun off from FCA, says Marchionne

Jeep is surely the biggest single feather left in the cap of the Fiat Chrysler Automobiles portfolio. Under Sergio Marchionne's leadership, Jeep went from fewer than 500,000 annual sales in 2008 to 1.4 million in 2016, and is on track for 2 million by 2018. Add in the brand's legacy, status as one of the most recognizable nameplates in the world, and rabid fan base, and Jeep has extraordinary monetary value to its parent company. Investors and analysts have certainly noticed Jeep's inherent value. According to The Detroit Free Press, Morgan Stanley's Adam Jonas asked FCA chief Sergio Marchionne if he would ever consider spinning Jeep and Ram, FCA's dedicated truck brand, into a separate corporate entity, and he responded with a simple "Yes." Jonas estimated Jeep's worth in January of this year at $22 billion. Ram was valued at $11.2 billion. Marchionne has a history of spinning off brands while keeping them part of FCA's corporate umbrella. The most noteworthy example of this value maximization was with Ferrari, which now trades on the New York Stock Exchange and rakes in $3.4 billion in annual revenue and close to $435 million in net income, reports the Free Press. Marchionne still serves as chairman and CEO of Ferrari, and Fiat heir John Elkann owns 22 percent of the Italian marque's shares. Even if the offloading of Jeep and Ram into a separate entity would amount to little more than a profit-driven ownership change on paper, it would be huge news to the brands' loyal fanbases. In any case, such a move would likely take years to actually happen and probably wouldn't mean much at all to the products that Jeep and Ram produce. In other words, Jeep fans can keep the pitchforks in the shed ... for now. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

What car should James Robertson buy to drive his famous 21-mile commute?

The Internet has been abuzz this week with the story of Detroit resident James Robertson, the 56-year-old factory worker who has walked some 21 miles to work for the last 10 years. The Detroit Free Press brought Robertson's story to the fore, helping an online fundraising campaign to generate more than $275,000 (as of this writing). The original goal was just $5,000, or about enough to replace the used Honda that died on Robertson back in 2005, and left him walking. So, newly flush with funds, what's the perfect car for Robertson to buy? Let's look at the specifics of his situation, and try to pick out the best options. Here's what we know: Robertson's commute is (famously) 21 miles; he lives in downtown Detroit (for now) and seems pretty humble, so something very flashy is probably out; former Honda aside, his ties to the city (and statements about being a Ford fan) seem to indicate a Detroit Three company product is best; he's a single guy with a girlfriend; he's got to deal with Michigan weather, and the sometimes fickle snow removal processes in The D. Here are some choices: Ford F-150 Robertson is on record as being a Taurus fan, and after a decade of walking I've no doubt that the big sedan would offer a cozy respite. Still, as a car guy and a student of the industry, I'd have a hard time recommending a sedan so clearly in need of replacement. Especially when The Blue Oval has such great stuff within the rest of its roster. The 2015 F-150 seems almost perfect for Robertson. Opting for either of the new EcoBoost V6 engines should help keep fuel bills in reasonable check, while healthy ride height and four-wheel drive will get him to work on time even during the snowiest of snow days. Better still, with a fat options sheet and car-like ride quality, Robertson can have just about every amenity he might want, in a package that won't disrespect his blue-collar roots. Chevrolet Colorado You guys saw this one coming, right? The smaller footprint of the midsize Chevy pickup, relative to some of the other options here, should be an advantage for urban parking and driving. And again, 4x4 is an option for the nasty weather, the running costs should stay pretty low and there aren't many tech/luxury features that can't be had in-cabin. I'd go ahead and splash out on the Crew Cab bodystyle, too, just in case Robertson feels like starting a carpool.