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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.

Why Lexus shies away from plug-in hybrids

Lexus may have softened its stance a bit from the anti plug-in vehicle ads the Toyota luxury badge ran last year, but at least one executive from the company casts a pretty critical eye towards the concept as a way to cut both emissions and refueling costs. In fact, Lexus doesn't really buy the fact that buyers of plug-in hybrids are really looking to save both gas and the environment, Green Car Reports says, citing an interview at the recent New York Auto Show with Lexus executive Mark Templin. Templin also said hydrogen fuel-cell technology may be a better way to edge towards zero emissions. Templin decried plug-in hybrid technology because it adds weight to vehicles, which contributes to poor emissions figures in the process. He added that plug-in vehicle buyers are motivated more by potential tax credits and solo driving rights in high-occupancy vehicle (HOV) lanes than cutting back on fuel use. Last summer, Lexus ran an supposedly tongue-in-cheek print ad poking fun at how long it takes to charge a plug-in vehicle and how using air conditioning can shorten a car's charging range. Last spring, Lexus had to backpedal from an anti-electric ad it ran that had serious mistakes about hydrogen infrastructure. News Source: Green Car Reports Green Lexus Toyota Hybrid PHEV

Editors' Picks May 2022 | Nissan Z, Subaru WRX and Mazda's latest

This month of Editors' Picks sees us recognize a strong pair of Japanese cars designed for the driving enthusiast. Both having just been totally redesigned, we found their latest versions to be even more satisfying than the last. In addition to the Nissan Z and Subaru WRX getting the nod, Mazda gets similar recognition for its new crossover. The CX-5 is still highly recommended, but we prefer the CX-50 over it at this point. In case you missed our previous Editors' Picks posts, here’s a quick refresher on whatÂ’s going on here. We rate all the new cars we drive with a 1-10 score. Cars that are exemplary in their respective segments get EditorsÂ’ Pick status. Those are the ones weÂ’d recommend to our friends, family and anybody whoÂ’s curious and asks the question. The list that youÂ’ll find below consists of every car we rated in May that earned an EditorsÂ’ Pick. 2023 Nissan Z Quick take: Tons of power, excellent handling, a gorgeous design and a supremely affordable price make the Nissan Z a killer sports car proposition. Score: 8.0 What it competes with: Toyota GR Supra, Subaru BRZ, Mazda MX-5 Miata, Ford Mustang, Chevrolet Camaro Pros: Powerful twin-turbo V6, excellent handling, pretty design, agreeable pricing Cons: Cramped interior, automatic option is subpar, base trim is sparsely equipped From the editors Road Test Editor Zac Palmer — "I fell for the Z quickly. A new sports car with a dynamite engine, solid manual transmission, very good handling and stunning looks is an instant winner today. We're living in a golden age of Japanese sports cars/sport compacts, and the Z is one of the best options of them all. It should make everyone looking to buy a Toyota GR Supra take pause to consider the Nissan." Associate Editor Byron Hurd — "I was a believer in the Z even when others weren't, so I'm happy that Nissan left most of the formula well enough alone. The new engine makes the Z feel punchier and more alive without giving up all of the high-revving character that made the 3.7-liter V6 an outlier in a space now overrun with turbocharged four-cylinders. Just stick to the manual." In-depth analysis: 2023 Nissan Z First Drive Review: The Z is back again!   2022 Subaru WRX Quick take: The WRX gets big upgrades where it counts, making it better to drive than before. We're not fully sold on the styling, but it's tough to beat if AWD performance is king.