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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?

2021 Lexus IS shows its rear end, gets a new unveiling date

Lexus was set to introduce the next-generation IS on June 9, but it postponed the event to respect "the recent global situation," meaning worldwide protests in the wake of George Floyd's death in police custody. Now Lexus has rescheduled the unveiling, and given us our first look at its next entry-level sedan. The model's global debut is scheduled for at 7 p.m. Eastern time June 15, which is 4 p.m. for West Coasters. The unveiling will take place online, and the company will stream it live on its various social media channels. Lexus published a five-second preview video to give us a fleeting look at the 2021 IS. Although the front end remains hidden, the preview reveals that thick chrome trim surrounds the side windows, and that the elongated rear lights are connected by a thin light bar. It's a styling cue that should emphasize the compact sedan's width. We know the next-generation IS will carry on with rear-wheel drive, though all-wheel drive will again be offered at an extra cost, and the video confirms the IS 350 nameplate will return. It's too early to tell what it will denote, however. Earlier, unverified rumors suggest the model will gain a 3.0-liter straight-six engine sourced from BMW and shared with the Z4 and the Toyota Supra, among other models. Other reports affirm the range will consist of a turbocharged four-cylinder, a naturally-aspirated V6, and, at the top of the range, a new-for-2021 5.0-liter V8. Lexus has offered a V8-powered IS before; it introduced the terrific IS F at the 2007 edition of the Detroit Auto Show and kept it in production until 2014. The V8-powered model allegedly due out in the coming months won't pick up where the IS F left off, however. It will be named IS 500, so it won't be a full-fledged F-tuned model. 500 corresponds to 5.0 liters of displacement, and the current, 350-badged IS is powered by a 3.5-liter V6. While this naming system seemingly discredits rumors of a BMW-built 3.0-liter six, keep in mind Lexus emblems aren't always pegged to an engine's displacement. The entry-level 2020 IS 300 is equipped with a 2.0-liter four-cylinder. Will Lexus stick to tradition, or will it invite BMW to a game of musical emblems? We'll know when the veil comes off the next IS in a few short days. It's expected to arrive in American showrooms before the end of 2020 priced in the same ballpark as its predecessor, which starts at $38,560.

Lexus CT 200h could be replaced by sub-compact hybrid CUV

The Lexus CT 200h is an interesting vehicle that never really caught on. It's a sporty Prius in sleeker hatchback clothing and was aimed at the Audi A3 when it hit the market in 2011. Since then, though, the CT has averaged a meager 16,000 sales per year. For that reason, the hybrid hatch won't be redesigned at the end of its life cycle. And according to Lexus' European brand boss, Alain Uyttenhoven, it could be replaced by a crossover. While you may lament yet another CUV hitting the market, Lexus needs a small car that sells in big numbers. Uyttenhoven told Autocar the brand aims to move 100,000 units per year in Europe to "give us visibility in the market." For 2016, European sales are on pace to hit just 70,000 units, with 10,000 of those coming from the CT 200h. He sees an opportunity for the right little Lexus based on the recent nature of the European luxury market. View 29 Photos According to Uyttenhoven, "a full 50 percent of the European luxury car market exists below the [$44,600] mark," and the only model Lexus has at that point is the CT. Put another way, the company has a remarkably slow seller as its sole representative for half of an entire continent's luxury market. Enter the crossover. Replacing the CT with a crossover makes a great deal of sense. The body style is getting more and more popular by the day, especially in the sub-compact and compact markets. Adding a smaller model – below the current NX crossover but larger than the LF-SA concept shown in Geneva – would allow Lexus to challenge the Mercedes-Benz GLA, the BMW X1, and the Audi Q3. We're betting the small crossover would use the Toyota C-HR as its basis and add a Lexus-correct heavily creased skin. Hybrid power is a given for the European market, where almost all Lexuses sold are gas-electric, but a conventional gas variant could join it in the US. That would give Lexus three hybrid CUVs in three popular sizes, alongside the NX and RX. With a forthcoming RX-based three-row on the horizon, the brand would have a full lineup of crossovers ready to take over the world. We'll miss the quirky CT when it goes, but it's hard to stop volume-driven progress. Related Video: