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Ford files trademark for 'EcoBeast' moniker

Ford has done some performance stuff with its EcoBoost line of vehicles, most notably with its Focus and Fiesta ST, the new, turbocharged Mustang and the luke-warm Taurus SHO and F-150 Tremor, but it's kind of avoided going wholly bonkers. That could be set to change quite soon, judging by a trademark filing with Uncle Sam. Ford has registered the name EcoBeast with the United States Patent and Trademark Office, listing it as "automobiles and automobile engines," according to the team at Motorlix, which discovered the filing. As always, it bears mentioning that companies are constantly filing trademarks, even if a good or service never emerges with said name. We agree with Motorlix, though – it seems highly unlikely Ford is going to just let this name languish. What vehicle or engine will wear this new badge is the real question. We're leaning towards something F-150 related, based on our last round of spy photos of the new SVT Raptor, although it's impossible to say for certain what the Blue Oval has planned. Here's hoping we find out in just a few weeks when Ford brings basically all of its performance merchandise to the 2015 Detroit Auto Show. Until then, let us know what you think Ford is planning with the EcoBeast.

Ford defends plan to shareholders: ‘We're simply reinventing the American car’

Ford's top executives took heat from shareholders over their plan to do away with sedans as we know them in Ford's North American lineup, as the company held its annual meeting Thursday. Critics said the plan to shelve the Fiesta, Focus and Taurus, reduce the Focus to one crossover model, and concentrate on high-margin trucks and SUVs was a shortsighted abandonment of entire market segments of affordable vehicles. "This doesn't mean we intend to lose those customers," Ford CEO Jim Hackett said. "We want to give them what they're telling us they really want. We're simply reinventing the American car." Ford has said SUVs/crossovers and pickups will constitute 90 percent of its North American lineup by 2020. And though only the Mustang and new Focus Active will remain, it plans to add new vehicles going forward that offer better fuel economy and utility, including EVs and hybrids. Hackett characterized the shift not as an abandonment of traditional cars but as a transformation of them. "We don't want anyone to think we're leaving anything," Hackett said. "We're just moving to a modern version. This is an exciting new generation of vehicles coming from Ford." It was Hackett's first annual meeting as CEO, and for the second year it was conducted online rather than in person. The change to Ford's lineup is part of Hackett's overall plan to cut $25.2 billion in costs by the year 2022. Executive Chairman Bill Ford Jr. blamed the negative reaction to the lineup plan on media coverage. "I wish the coverage had been a little different," he said. "If you got beyond the headline, you'll see we're adding to our product lineup and by 2020 we'll have the freshest showroom in the industry. The headlines look like Ford's retreating. In fact, nothing could be further from the truth." While Ford was clear about its plans for the Blue Oval, it has been less clear about the Lincoln brand. Hackett on Thursday said only that the Lincoln Continental, re-introduced just two years ago, would continue "through its life cycle" — but it has been such a slow seller that rumor has Ford killing the Continental again after that, and Hackett made no mention of a new generation. Presumably the MKZ sedan will go away when its twin the Ford Fusion does, but although Ford has outlined end dates for other models, the Fusion's departure is open-ended. The stock price has been a frustration for investors for years and has fallen 12 percent since the first of the year.

Ford Focus Electric gets $6,000 price drop, now starts at $29,995

In early 2013, the Nissan Leaf shed a massive $6,500 from its $35,200 base price to offer a new starting price of $28,800. Since then, we have seen numerous other plug-in vehicles get smaller price tags, from the Honda Fit EV (lower lease price) to the Chevrolet Volt (around $5,000 lower) to the Mitsubishi i (a $6,130 drop). Last year, Ford lowered the $39,200 price of the Focus Electric by around $4,000, but that hasn't been enough to get the Ford EV to really compete, saleswise, with other plug-in vehicles on the market. But wait, as they say, there's more. This past weekend, Ford lopped another $6,000 from the price of both the 2014 model year Focus EVs currently on dealer lots as well as the redesigned 2015 models that are now rolling out (they're basically the same car, minus some appearance changes). Ford spokesman Aaron Miller confirmed to AutoblogGreen that the Focus EV will now start at $29,995 and said that reducing the price should make the Blue Oval's only pure EV competitive. "We hope by reducing the price we're giving consumers another reason to consider it," he said. Through the end of September 2014, Ford has sold just 1,534 Focus EVs in the US (the model sold 1,335 in the first nine months of 2013). For comparison's sake, the Nissan Leaf starts at $29,010 and sells around 3,000 units a month in the US. Miller notes that the Focus EV has been selling the best on the West Coast, and is also doing well on the East Coast. After that, he said Atlanta and the Great Lakes area also see decent sales of model's admittedly small pie. We can only assume that offering the EV for under $30,000 will make that pie somewhat bigger.