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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.

Toyota might stop importing certain models if tariffs imposed

In case you hadn't heard, the entire automotive industry, both domestic and foreign, is very much against the automotive tariffs proposed by the Trump administration. And while the industry is lobbying hard against such tariffs, companies are also having to consider what to do in the event they are passed. CEO of Toyota's North American operations, Jim Lentz, told Bloomberg that the company will certainly be reconsidering its strategy in the event of tariffs between 10 and 25 percent the cost of the car. He told the news outlet that, depending on how high the tariffs are, Toyota might just increase the price of some models, or stop importing them altogether. Toyota does build a large number of its cars here in the United States. The Toyota Camry, Avalon, Tundra, Highlander, Sequoia, Sienna models are all built here, as well as some Tacomas, Corolla sedans, and Lexus ES sedans. Many of those vehicles are big sellers for Toyota, too, so that's good for the company. But many other Toyotas are built outside the country. The Toyota RAV4, Prius range, C-HR, Corolla hatchback, Land Cruiser, 86, Yaris, Yaris sedan, Mirai, 4Runner, and the entire Lexus line are built in other countries. Some of these imports we're sure are safe no matter how high the tariffs might be. The RAV4 is the company's biggest seller, and the Prius sells well, too. Even if the Prius wasn't selling so well, the company would probably still sell it simply because it's an image builder. Somewhat related, we imagine Toyota would continue offering a handful of Mirais. The 4Runner, C-HR and Corolla hatchback would probably be safe, too. If these models stick around after potential tariffs are imposed, expect their prices to increase. But in the Toyota line, anything that's not selling well and has tight margins is probably doomed. Chief among them are the French-built Yaris hatchback and the Mexican-built Yaris iA sedan. Both cars have terrible sales, and being low-end cheap cars, they'll only sell worse with higher prices, and Toyota will lose money if it has to eat the tariff. The 86 is a similar situation in which it's a niche vehicle that has had weak sales and is being sold at a relatively low price. The Land Cruiser could go either way. It sells in small numbers, but it's already extremely expensive and continues to sell. Buyers might not be put off by spending some more.

Lexus GXOR is a conceptual offering to the overlanding crowd

To the surprise of just about everyone, large numbers of overlanders have adopted the Lexus GX. The reasons for that are apparent after looking under the surface: Toyota reskinned the Land Cruiser Prado — a slightly smaller version of the venerable Land Cruiser, sold in overseas markets — to create the GX. The result is an intensely capable off-road platform decked out with a bouquet of luxury trimmings. In tribute to the GX's following, and as a way to celebrate the Toyota FJ Summit happening in Ouray, Colorado, right now, Lexus commissioned the GXOR concept. The initialism comes from the overlanding community, the "OR" standing for "offroad" on web sites and in photos and as a Twitter hashtag. This truck's so well equipped for trekking continents, however, that Lexus might have expanded the full meaning of GXOR to "Gone eXtremely Off Road."  The first move to up the rugged quotient is always wheels and tires. Lexus swapped the stock suspension for Icon Vehicle Dynamics shocks with remote reservoirs and a 2.5-inch lift, reinforcing the setup with billet control arms and delta joints. The wheels are 18-inch F-Sport units wrapped in 275/70 (33-inch) General Grabber X3s. When the inevitable hits come, CBI frame sliders and full underbody armor protect the chassis. When situations go all the way south, a Warn 9.5 XPS winch hides behind a custom CBI front bumper, Maxtrax recovery boards stand by on the Eezi-Awn K9 roof rack, and an Icom HAM radio is ready to call for recovery from locals or advice from an operator in Argentina. Other conveniences include a Safari snorkel, 50-inch Rigid light bar, and an Overland Solar 160-watt panel. The cargo area's been turned into a larder and closet thanks to the National Luna fridge/freezer combo sitting atop the Goose Gear custom drawers. Since it appears the GXOR driver might never wish to return, there's more storage in Alu-boxes up top, and a Patriot Campers X1H trailer provides close gear support. The Patriot's a home on wheels, starting at about $52,000 U.S., packed with features like a remote-controlled, electronically-deployed tent, a twin-burner stove, gas hot water system and 40-gallon tank, and more drawers. But because even that's not enough, Lexus fitted the trailer with matching F-Sport wheels and a Redarc Tow-Pro brake controller. If you're near Ouray, the GXOR will be on display and on the trails from now until Sunday, July 21.