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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?

Scion was slain by Toyota, not the Great Recession

Scion didn't have to go down like this. Through the magic of hindsight and hubris, it's easier to see what went wrong. And what might have been. What the industry should understand is this: Scion wasn't a losing proposition from the get-go. Its death is due to negligence and apathy. This is more than just the failure of a sub-brand. It's the failure of a company to deliver new and compelling products over an extended period of time. Toyota will point to the Great Recession as the reason it hedged its bets and withdrew funding for new vehicles, instead of using that as an opportunity to redouble efforts. This was as good as a death warrant, although myopically no one realized it at the time. Sadly, GM's Saturn experiment was a road map for this exact form of failure. No one at Toyota seemed to think the Saturn experience was worth protecting their experimental brand from. Or they weren't heard. Brands live and die on product. Somehow, Scion convinced itself that its real success metric was a youthful demographic of buyers. It seems like this was used to gauge the overall health of the brand. Look at the aging and uncompetitive tC, which Scion proudly noted had a 29-year-old average buyer. That fails to take into account its lack of curb appeal and flagging sales. Who cares if the declining number of people buying your cars are younger? Toyota is going to kill the tC thirteen years [And two indifferent generations ... - Ed.] after it was introduced. In that time, Honda has come out with three entirely new generations of the Civic. Scion wasn't a losing proposition from the get-go. Its death is due to negligence and apathy. At launch, the brand could have gone a few different ways. The xB was plucky, interesting, and useful – a tough mix of ephemeral characteristics – but the xA didn't offer much except a thin veneer of self-consciously applied attitude. That's ok; it was cute. Enter the tC, which managed to combine sporty pretensions with decent cost. It took on the Civic Coupe in the contest for coolness, and usually managed to win. More importantly, an explicit brand value early on was a desire to avoid second generations of any of its models, promising a continually evolving and fresh lineup. At this point, the road splits. Down one lane lies the Scion that could have been. After a short but reasonable product lifecycle, it would have renewed the entire lineup.

Subaru planning to use Evoltis name on battery-electric crossover

Two years ago, Subaru Japan applied to trademark the name "Evoltis" in the U.S. At the time, it was thought the name would accompany the brand's new plug-in hybrid or some component of the hybrid system. Instead, the PHEV we got returned the Crosstrek Hybrid name to active use, after Subaru retired the first non-plug-in Crosstrek Hybrid in 2016. Whither the Evoltis, then? According to CarBuzz, citing "reports from Japan," Subaru will apply the moniker to a coming battery-electric crossover it is developing with Toyota. The automaker previewed the concept version of the crossover in January of this year during a technical meeting in Japan, built atop a flexible platform to accommodate multiple production vehicles from both brands. Subaru's known for exciting concepts that get stripped to comparative blandness for production. Perhaps tired of the ensuing vitriol, reports say Subaru's inverting the process this time, the production model promising to be more radical than the concept. That won't be difficult, seeing the concept looked like an appliance from a low-budget sci-fi movie, and if not for the Pleiades badge on the front fascia most enthusiasts probably would have thought the concept was a Toyota. Underneath the eventual sheetmetal, rumors figure electric motors turning both axles will combine to produce about 280 horsepower, supplied by a battery stout enough for a range of more than 300 miles — note, that could be a Japanese-cycle figure for range. The concept sat next to a cutaway of a boxer engine, so it's possible there'll be a number of powertrains on offer. Additional tech could include the next generation of Subaru's EyeSight driver assistants, and cameras providing a 360-degree view around the crossover. The debut's been mentioned for October 2021, which would be the same month as the next Tokyo Motor Show. Market launch won't happen until nearly 2025. From left field comes news of another Evoltis, however. TopGear magazine and other outlets from the Philippines write that our Ascent is headed to the island nation in the third quarter of this year. Instead of taking that name to Southeast Asia, it will get the name Evoltis — that's what Glenn Tan, the deputy chairman and managing director of Subaru's Philippines distributor Tan Chong International, told journalists at this year's Singapore Motor Show.