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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.

Lincoln is changing the way it sells cars (for the better)

Tucked inside an outdoor shopping complex in Scottsdale, Arizona, among various trendy stores is something one would’ve thought hilariously out of place not so long ago: a Lincoln dealer. But this isnÂ’t any old dealership, Lincoln or otherwise. This would be the Sanderson Lincoln Boutique, the first of its kind for FordÂ’s luxury brand. Walk through the big glass doors and youÂ’re greeted by a 2022 Navigator on your right, a 2022 Aviator Grand Touring straight ahead, and to your left, an expansive coffee bar. Vintage promotional images from LincolnÂ’s midcentury glory years line the walls, which is a treat to anyone fond of that automotive era. There are smaller seating areas elsewhere, including one enclosed in glass presumably for more privately discussing a sale, but the overall vibe is reminiscent of an airline lounge. There are also no sales people: Those on hand are salaried product specialists who get paid the same whether you buy a car or not. Oh, and baristas, there to whip up some caffeine free of charge whether you buy a car or not. That seems like a recipe for being popular with teenagers, but I digress. Lincoln is planning for other such boutique stores, but the decision to create this one was all on an individual dealer, Sanderson Lincoln, with the full support of Lincoln. And according to Lincoln President Joy Falotico, such boutique stores and their car-buying model could complement radical changes already happening elsewhere in the car-buying realm. In short, the ongoing supply shortage is set to change everything. Customers are not only getting used to waiting for cars, but also ordering them and therefore getting exactly what they want. ThatÂ’s where boutique stores come in. At the same time, Lincoln and its dealers see the value in not keeping huge inventories of cars that will end up discounted or incentivized. Yes, that means being able to keep prices higher, which is a giant part of this, but it also means theyÂ’ll be delivering cars customers actually want. “We donÂ’t intend to go back to the old model of (overabundant) dealer inventory,” Falotico definitively said. She elaborated that moving to a model where customers increasingly order their cars could increase the build possibilities and opportunities for customization.

Biden's tariffs likely won't impact Americans already driving Chinese-built cars

A 2024 Buick Envision Sport TouringGM-DESIGN Chinese car brands are missing from the US market, but Chinese-made cars are still sold in the US.  Americans bought more than 104,000 Chinese-made cars in 2023 and nearly 28,000 in Q1 2024. Buick, Lincoln, Polestar, and Volvo all sell cars in the US that are made in China.  Of the more than 15 million cars sold in the US last year, none wore the badge of a Chinese car brand. Chinese EV heavy hitters like BYD and SAIC are conspicuously missing from US showrooms. With the government's existing 27.5% tariffs on Chinese-made cars and Tuesday's new 100% tariffs on Chinese-made EVs imported to the US, the situation isn't likely to change anytime soon. What some people might not realize, however, is that tens of thousands of cars manufactured in China are sold in the US every year. Volvo's S60L sedan was one of the first Chinese-made cars to be sold in the US starting in 2016, followed by Buick's Envision SUV and Cadillac's CT6 Hybrid. According to Automotive News data, US consumers purchased more than 104,000 Chinese-made vehicles in 2023, up 45% from 2022. Americans bought another 28,000 Chinese-made cars during the first quarter of 2024. Currently, Buick, Lincoln, Polestar, and Volvo sell Chinese-made vehicles in the US. Of those, the only Chinese-made EVs come from Polestar, a brand co-owned by Volvo and its parent company, Geely Automotive. The EV brand imported just 2,217 cars in the first three months of 2024. It is unclear how the new tariffs will affect Polestar's future production plans. The company eventually plans to move some of its car production to South Carolina in 2024. In a statement to Business Insider, a Polestar spokesperson said the company is evaluating the Biden Administration's announcement. Here's a closer look at the Chinese-made cars on sale in the US. Buick Envision A 2024 Buick Envision AvenirGM When it launched in 2016, the Buick Envision compact SUV was one of the first Chinese-made vehicles sold in the US. The second generation Envision, which arrived in 2021, continues to be made in China at one of the plants GM operates in a joint venture with SAIC. The Envision was Buick's second-best-selling model in 2023, with more than 44,000 vehicles sold. Last year, Buick sold 167,000 vehicles across its entire lineup in the US, an impressive 61% increase over the previous year. However, this number pales in comparison to Buick's sales in China, which totaled 517,000 units last year.