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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?

Lexus previews its next design language with an electric concept

Identifying a new or a late-model Lexus is child's play: Look for the giant spindle-shaped grille. It's a styling cue that defines all of its recent models, and designing an electric car is evidently not an excuse to get rid of it. Lexus published a dark teaser image that previews an electric concept that will usher in its next design language. Like parent company Toyota, Lexus has long resisted the shift towards electric cars by fervently arguing hybrids make more sense. But, as even its home country mulls a blanket ban on internal combustion technology, it's left with no choice but to go electric. It already sells a battery-powered variant of the UX in Europe, but the concept it previewed on its social channels was designed as an electric car from the get-go. It's still shrouded in secrecy, we don't even know its name yet, but we can already tell the spindle stays. Its outline clearly appears between the sharp LED headlights, though it almost looks full. And, like seemingly every concept car released in the past three or four years, the newest member of the Lexus portfolio wears a backlit emblem. Lexus electric prototype View 4 Photos Interestingly, Lexus also quietly published a separate video highlighting the electric and hybrid technologies it's developing for the 2020s, and the footage reveals a heavily-camouflaged crossover lapping a test track in Japan. Shown in the gallery above, it's fully electric, and it might be at least related to the upcoming concept. Direct4 technology will power the car. Short for Direct 4-Wheel Drive Force Control, it's a system that automatically adjusts the torque sent to each wheel based on the road and driving conditions. In this application, it consists of two electric motors (one per axle), and its total output checks in at 402 horsepower and 442 pound-feet of torque. Lexus noted it can be used for gasoline-electric plug-in hybrid systems, too. We'll need to be patient to find out more about the concept. For example, we don't know if it's related to the electric car that Toyota will release in Europe in 2021, or if it's something else entirely. If the concept and the prototype shown testing in Japan are indeed the same car, it looks like its launch is right around the corner. Related video:

2019 Lexus ES First Drive Review | Entry-level luxury that wants to have fun

NASHVILLE, Tenn. — For 2019, the Lexus ES is all new and marks the seventh generation of the Japanese nameplate's entry-level luxury four-door. We're happy to report that the redesign brings some very welcome attributes, and the 2019 Lexus ES does everything you'd want an entry-level luxury vehicle to do. Performance, no matter which of the two drivetrain options you choose, is respectable, interior comfort is on par with a Restoration Hardware sofa you'd spend real money on, handling is communicative, and most important for a Lexus, it's serenely quiet inside. While these are great attributes, there are a few places we wish Lexus had spent more energy revamping. Through the humid hill country just outside Nashville, on a mix of the congested city arteries and the flowing switchbacks of Tennessee's forested interior, we put the ES through its paces. The 2019 ES is based on Toyota's TNGA platform, which underpins both the latest Avalon and Camry models. Perhaps that'd constitute a knock in a previous era, but the new Camry chassis is a rollicking peach compared to some others in its class. It's rigid enough for a windy road dance, but compliant enough for daily-driver duties. Even better, Lexus engineers improved the TNGA platform for use in the ES. A 200 percent increase in stiffness over the previous ES is due in part to a liberal use of structural adhesives and laser-welded screws. The front strut towers are reinforced, and topped with a brace between them. This extra attention to detail pays dividends that include a smoother ride and better handling. New adaptive Dynamic Control Shocks quietly smooth out bumps and undulations, allowing us to wind through the rural backcountry roads confidently, and the steering gives better feedback than we'd expect from a vehicle like the Lexus ES. Pushing the big sedan into one of the many hilly, and often blind, corners along our route elicits only a minute amount of body roll. But chassis improvements aren't the only upgrade from the previous model. The 2019 Lexus ES comes standard with a 3.6-liter V6 delivering 302 horsepower at 6,600 rpm and 267 pound-feet of torque at 4,700 rpm. This represents a bump of 34 hp and 19 lb-ft from the previous generation's V6. The engine is coupled to Lexus' new eight-speed automatic transmission, which is encased in a housing smaller than the brand's previous six-speed automatic.