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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?

U.S. auto sales fall in July, as Detroit dials back on inventory, rental sales

DETROIT — U.S. carmakers said on Tuesday they continued to slash low-margin sales to daily rental fleets in July as General Motors, Ford and Fiat Chrysler Automobiles struggled to curb a slide in retail sales. July is on track to be the fifth straight month in which the annual pace of car and light truck sales declined from the same month a year ago, in part because of fewer fleet sales, analysts and industry executives said. July 2016 sales hit a strong 17.9-million-vehicle pace. GM said the seasonally adjusted annual sales rate fell to an estimated 16.9 million vehicles in July. At midmorning on Tuesday, GM shares were down 3.4 percent at $34.77, Ford was down 2.8 percent at $10.91, and Fiat Chrysler shares were down 0.3 percent at $12.05 in New York. GM sales dropped 15 percent from a year ago to 226,107 vehicles, as the company cut rental fleet sales more than 80 percent. The automaker said inventories of unsold vehicles at month's end were 104 days, down from 105 days at the end of June. GM has promised investors to reduce inventories to 70 days by year-end. Ford said its July sales dipped 7.5 percent to 200,212 vehicles, as it cut fleet sales more than 26 percent. Inventories fell to 77 days from 79 the previous month. Fiat Chrysler said sales dropped 10 percent to 161,477, as it also cut back sales to daily rental fleets. Among the top Japanese companies, only Toyota reported a year-to-year gain, with sales up 4 percent to 222,057 — just 4,000 units behind GM. Honda sales were down 1 percent to 150,980 — its first-quarter sales continuing to decline in North America but seeing a big increase in China. And Nissan sales fell 3 percent to 128,295. GM, Ford and Fiat Chrysler have cautioned that second-half financial results likely will be lower than first-half results, in part reflecting production cuts in North America and pricing pressures. The automakers this year have been deliberately dialing back sales to rental-car companies, which often generate little to no profit, while struggling to keep retail sales from sagging further, according to industry analysts. Industry consultant LMC cut its full-year forecast for new vehicle sales to 17 million vehicles. Automakers sold a record 17.55 million vehicles in the United States in 2016.

Ford Focus RS configurator hits the Internet

Ford made waves yesterday when it drooped the performance and pricing details on the new Focus RS. Perhaps keen to keep the momentum going, the Blue Oval has launched the configurator for its new fire-breathing hot hatchback. As configurators go, this is a lot like the Ford's other build-your-own tools, only it's even more limited. The total list of options on the new Focus RS is quite light. You can pick from one of four colors, including the stylish Nitro Blue shown above, while there are just two interior upholstery schemes – partial black leather and full black leather for the standard Recaro seats. Your decision there will ultimately inform just how pricey your Focus RS will get. Opt for the full leather interior and you'll be stuck with the so-called RS2 package, which adds heated, powered front seats, a heated steering wheel, heated mirrors, and navigation to the standard SYNC3 infotainment system. Oh, and it'll also drive the price up by $2,785. Other options include a handsome set of 19-inch wheels, with the option of ultra sticky Michelin Pilot Sport Cup 2 tires. The wheels alone are a $1,395 option while adding the tires runs the price up $595, which is a bargain considering how pricey 19-inch PS Cup 2s are. The final option is a simple sunroof, priced at just $895. As you can see above, we've built our ideal Focus RS, finished in Nitro Blue with the 19-inch wheels, RS2 package (we live in Michigan, after all) and standard Michelin rubber. Yep, we passed on the more aggressive tire, with blame going to replacement costs. The total price comes to $41,480. Head on over to Ford's website and build your very own Focus RS, and then head back here and let us know how you optioned it, down in Comments. Related Video: