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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.

Coronavirus shakes up America's truck market: GM outselling Ford and Ram

FCA, Ford and General Motors joined the rest of the U.S. auto industry in taking heavy volume hits due to coronavirus-related shortages of both cars and customers. The saying goes that a rising tide lifts all boats; it stands to reason, then, that a falling one would have the opposite effect.  However, as we learned Thursday, the automotive market can behave in unpredictable ways. While the F-Series remained the best-selling nameplate in Q1, GM's full-size trucks are now outselling Ford's again for the first time in years, and with this upward thrust from the General, FCA's Ram was unceremoniously booted out of a hard-earned second place.  While late-March sales declines hit just about every major automaker in one way or another, the model-by-model results weren't nearly so uniform. And because the market tends to be a zero-sum game, for every winner, there generally has to be a loser.  In this case, that winner was GM, and its rise had to come at the expense of another automaker, in this case, Ford. F-Series sales dropped 13.1 percent in the first quarter of 2020, while sales of GM's full-sized Silverado and Sierra surged nearly 28% in the same period. FCA's Ram lineup managed a steady-as-she-goes 7% increase. All-in, GM finished the quarter with 197,743 full-size trucks sold to Ford's 186,562. Here's the full breakdown: Ford F-Series: 186,562  Chevrolet Silverado*: 144,734 Ram P/U: 128,805 GMC Sierra: 53,009 *includes 1,036 Medium Duty sales Things are a but murkier in the midsize segment, where the Chevy Colorado slipped 36% to just 21,430 units sold — just a few hundred better than the slow-selling Ford Ranger's Q1 numbers. The GMC Canyon experienced an almost identical slide, finishing the quarter with just 4,483 units sold. For perspective, Jeep sold more than 15,000 Gladiators and Toyota's midsize Tacoma slipped less than 8%, finishing the quarter with nearly 54,000 sales.  We suspect this discrepancy in full- and mid-size truck sales comes from shifting incentives. Ford, GM and FCA would like to keep selling bigger trucks because there's far more profit margin built into their list prices. Even with tens of thousands of dollars in manufacturer money on the hood, big trucks still make money.  Since these automakers report quarterly, we won't get another good look at these numbers until July, but if you thought that 2019 represented the new normal for U.S. auto sales, well, think again.

2019 Jeep Cherokee base model costs less, but other prices jump

Jeep just recently revealed the revised 2019 Cherokee crossover with a milder nose and tail, and even a bit more cargo space. The redesign has also brought new pricing that presents a $300 discount for the base Latitude trim, but sees increases across most of the rest of the trim lines. The destination charge also increased from $1,095 to $1,195. Four-wheel-drive is now a flat $1,500 increase for all models, whereas it varied between trims on the 2018 model. At the base of the Cherokee lineup is the Latitude, which now gets a price of $25,190, and that $300 reduction from the 2018 model carries over to the four-wheel-drive version. Latitude Plus sees a slight jump in price by $300 for the two-wheel- and four-wheel-drive models, with the two-wheel-drive one starting at $27,690. The Limited trim is up by $680 with both drivetrains, with a base price of $31,570 for one with two-wheel-drive. The biggest price increases come on the Trailhawk and Overland models. The Trailhawk soars $2,425 higher than last year's model, for a base price of $34,515. The Overland two-wheel-drive model also sees a big increase of $2,280 to a starting price of $36,275. But if you want four-wheel-drive in your Overland, the difference is a much more reasonable $535, for a base total of $38,970. View 104 Photos The 2019 Jeep Cherokee will be arriving at dealers soon. In addition to front-wheel-drive and two kinds of four-wheel-drive drivetrains, one with a single gear range and another with low range, a selection of three engines will be available. The standard engine on all Latitude, Latitude Plus, and front-wheel-drive Limited is a naturally aspirated 2.4-liter engine with 180 horsepower and 170 pound-feet of torque. All of those trims can have the optional 3.2-liter naturally aspirated V6 making 271 horsepower and 239 pound-feet of torque. The aforementioned Latitude Plus and Limited trims also have the new turbocharged 2.0-liter four-cylinder available as an option. That engine makes 270 horsepower and 295 pound-feet of torque. The four-wheel-drive Limited, and all Overland and Trailhawk trims have the V6 as a standard engine with the turbo four-cylinder as an option. All engines are coupled to a nine-speed automatic transmission. Related Video: Featured Gallery 2019 Jeep Cherokee: Detroit 2018 View 21 Photos Image Credit: Drew Phillips, Jeep Jeep Car Buying Crossover SUV Off-Road Vehicles