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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?

Lexus designers create lunar transport concepts

NASA is working to put human back on the moon by 2024, the idea being to use it as a way station for the eventual colonization of Mars. Since those humans won't want to moonwalk everywhere, they'll need new transportation — the battery-electric Lunar Rover the Apollo astronauts left up there probably won't start. Designers at the European Advanced Design Studio for Toyota and Lexus created a few potential, and yes, fanciful, craft for getting around our satellite for Document Journal magazine's The Lunar Design Portfolio. The artwork joins a collection of articles by culture critics, philosophers, architects, and more about the issues confronting humanity's return to the mistress of tides. Out of the seven concepts, the Lexus creation chosen to appear in the issue is Karl Dujardin's Zero Gravity, which turns the automaker's spindle grille into a single-seater moto-like hovercraft capable of doing 310 mph. The Bouncing Moon Roller by Julien Marie attaches a wheel-like stabilizer to a gyroscope cell protected by a flexible graphene nanotube bubble meant for hopping over the terrain, whereas the Lexus Lunar Cruiser by Keisuke Matsuno serves land and sky by having wheels that can flip out 90 degrees to serve as ducted fans powering a drone capsule. Jean-Baptiste Henry's Lexus Cosmos isn't for the surface at all, with a Lexus mothership and Moon Explorator capable of solar system travel. The glass construction of the observatory in the Moon Explorator allows "group experience contemplation [of] Zero G," and there's even a "space swimming pool." The Mothership awaits a role in the next installment of A Space Odyssey, a glossy habitat for whatever life forms succeed humans. Astronauts might be able to launch from the mothership in the Lexus Lunar Mission craft designed by Yung Presciutti, using wings shaped like spindle grilles. Because all work and no play makes Jack a dull boy even in space, the Lexus Lunar is a 6x6 "massive transport vehicle designed to explore and discover the moon safely," meaning it can haul a few Moon Racers — both of which are also Presciutti's work —  a different kind of single-seater craft made to "jump, climb, race, and discover" the light and dark sides of the moon.

Toyota develops new pre-collision system with steering assist

A number of automakers are working on developing fully autonomous cars, but it looks like the groundwork for such technologies will likely show up first as semi-autonomous systems for both safety and convenience. Following recent announcements from Nissan and Ford in this area, Toyota has now released information for some of its advanced semi-autonomous technologies that could be offered in production cars over the next few years.
On the safety front, Toyota's new pre-collision system with pedestrian-avoidance steering assist is aimed at protecting the folks who aren't in the car. This system combines visual and audible alerts with automatic brake assist and automatic steering. If warnings don't get the driver to slow down, the brake assist kicks in if a collision is very likely, but if that is still not able to avoid the impending collision (and if there is enough room to do so), the car can automatically steer itself around the pedestrian. This sounds most beneficial for last-second dangers such as a person accidently stepping out into the road in front of a car. Toyota hopes to have this technology available to customers by 2015.
The Japanese automaker is also testing a suite of technologies called Automated Highway Driving Assist (AHDA). The key part of this is a new adaptive cruise control system that uses vehicle-to-vehicle (V2V) communications rather than a radar-based system. This cooperative-adaptive cruise control allows vehicles to communicate their acceleration and deceleration data with other cars, which Toyota says this helps to improve fuel efficiency and traffic flow. Also a part of AHDA is the Lane Trace Control feature, which sounds like a next-gen lane keep assist. This system uses cameras, radar and a computer to keep the vehicle in a "smooth driving line" by being able to change steering angle, engine torque and braking force. Toyota says this technology could be in place by the "mid-2010s."