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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?

Toyota says fuel cells could cost no more than diesels soon

Toyota wants to bring the cost of hydrogen fuel-cell vehicles down to something along the lines of a diesel vehicle's price tag. It just might take until the alliterative year of 2022 to hit that target. Such is the challenge of modern engineering. Fuel-cell vehicle costs may eventually approach diesel vehicle costs because of the relatively expensive process of both making a diesel engine and including it with particulate filters and other treatments required to reduce the soot once associated with such engines, Automotive News says, citing comments from Toyota executive Katsuhiko Hirose. And, while engineers initially estimated that fuel cells and diesels would reach price parity in about 15 years, Hirose said Toyota higher ups weren't satisfied with that answer and think the timeframe could be cut in half. The Japanese automaker in January said it would ramp up the manufacturing rate of its first production fuel-cell vehicle, the Mirai, to about 700 units this year and to 2,000 vehicles for 2016. Later this year, Toyota will start selling the Mirai in the US for either $57,500 as a purchase or $499-a-month lease, and both options come with free hydrogen. Who can say that about diesel fuel? Related Videos:

Toyota again claims Corolla outsold Focus worldwide

Toyota isn't convinced the Ford Focus was the best-selling nameplate globally last year. Bloomberg reports that for the second time in seven months, both Toyota and Ford are laying claim to the title. Ford cites R.L. Polk & Co. data that says the automaker moved some 1.02 million Focus models in 2012 compared to just 872,774 Toyota Corolla units. But Toyota says the actual figure is closer to 1.16 million Corolla models.
Last year, Ford said it took the sales crown through the fist half of 2012 based on information from IHS Automotive, but Toyota pointed out those numbers left out models like the Corolla-based Matrix and Auris, as well as the Corolla Fielder and Scion xB-based Corolla Rumion. Whether or not Toyota's belief that all these cars should be counted in the Corolla bucket is accurate or not is seemingly up for debate... as is the question of why it matters so much to both parties.
This time around, Ford is holding the line that the Focus is the "best-selling nameplate," with Erich Merkle, a US sales analyst with Ford saying the company's figure is, "a pure number that is verified by a third party." Toyota, meanwhile, has requested clarification from Polk.