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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?

2014 Lexus IS 350

Long regarded as one of the best driver's cars of all time, the BMW 3 Series has always been targeted by luxury automakers trying to create their own exciting, bang-for-the-buck sport sedan. For years, BMW has managed to ward off would-be rivals to its iconic 3 Series, but the combination of a softened F30 and solid, hard-hitting competitors could soon relieve the car of its crown. While the all-new Cadillac ATS has received the most publicity in this segment since its introduction, the 2014 Lexus IS has come on strong in its third generation to put plenty of heat on the 3 Series as the current-best luxury sport sedan.
The IS might be Lexus' most important launch in some time, as a new, strong attempt to draw younger buyers into showrooms. Rather than taking the same conservative path as the preceding IS, Lexus attacked the new car's design with enthusiasm. Exaggerated exterior styling, while certainly polarizing, definitely gets this car noticed.
We've certainly noticed the 2014 IS, with a couple of first drives (for the IS 250 prototype and the IS 350 F Sport) and a Quick Spin so far. This time around we had a chance to get a little more intimate with a staple of the new IS lineup: the non-F Sport, rear-wheel-drive IS 350.

Lexus joins subscription craze with Complete Lease

Lexus is the latest automaker to offer a vehicle subscription service, even if it isn't marketing it that way per se. The luxury brand is launching Lexus Complete Lease as a "full-service lease program," but if it walks like a duck and talks like a duck, well, you get the idea. The program is offered exclusively with the 2019 Lexus UX subcompact crossover, both the UX 200 and the UX 250h hybrid, in all trim and option levels. Lexus is teaming up with roughly 80 dealers for the program in seven states: California, Florida, Illinois, Indiana, Massachusetts, New Hampshire and Rhode Island. And it's touted as a simplified monthly payment that includes insurance, scheduled maintenance and other services. So it's a subscription service, OK? More specifically, Complete Lease involves a two-year term capped at a total of 20,000 miles. Insurance is provided by Travelers and includes a $250,000 per-person and $500,000 per-accident bodily injury limit and $250,000 property limit, with a $500 deductible, though other rates and coverage can vary by state. You also get two years of connected vehicle services including SiriusXM satellite radio and Lexus Enform Remote Destination Assist on models equipped with Navigation. There's no word yet on Complete Lease pricing; Autoblog sought that information from Lexus and will update this if we hear back. But we know that the UX is the lowest-priced Lexus, starting at $33,025 for the UX 200 and $35,025 for the UX 250h. For comparison's sake, those are in the same ballpark as the respective starting prices for Volvo's XC40 crossover and S60 sedan, which are available under the Care by Volvo subscription service starting at $700 and $750 per month, respectively. For more information on Vehicle Subscription Services, check out the Complete Guide. Related Video: