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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?

2019 Buick Envision First Drive Review | Still not a standout

ATLANTA – "We're in the fashion business," executive chief engineer Rick Spina told us as he introduced the 2019 Buick Envision. "Except with a lot of technology." Spina was referring to the changing whims of new-car buyers, which have prompted Buick to give the compact Envision crossover its mid-generational update early — just 18 months into its lifecycle — and drop its prices across all trim levels. As with much of our consumer goods, the Envision is made in China. That doesn't seem to have hurt it in the market, even though it wears the badge of one of the most quintessentially American brands out there. It even aced the IIHS crash tests, putting it in league with Volvo, Mercedes-Benz and Lexus. There's good news and bad news about how the Envision is doing. It's now the third-best-selling model in the Buick portfolio, behind the three-row Enclave in second place and the surprise hit Encore subcompact crossover in first. Sam Russell, Buick's director of marketing, reported 73 percent growth in the past nine months versus the first half of its market life. A full 60 percent of Envision buyers are new to the GM family, too, and Russell says that nearly half of those are likely to buy another Buick SUV when the time comes to trade in the Envision. And yet, the Envision trails in luxury compact-crossover sales, behind mainstays such as the Audi Q5 and Acura RDX, even amid crossover demand in the U.S. that has companies like Nissan posting record sales numbers and Ford canceling a redesign of the Fusion. Our test of the 2017 Envision found it competent, but lacking that "X factor" that would send buyers of German and Japanese marques flocking. Instead, we compared it to the Jeep Grand Cherokee and Hyundai Santa Fe Sport, and deemed those both better values. Perhaps Buick feels the same, because the base 2019 Envision now starts at $32,990, a $2,000 cut from last year. The Preferred trim level sees a greater drop of $2,400, to $34,495. Rounding out the naturally aspirated 2.5-liter grades, the Essence's price falls $1,900 to $36,795. The turbocharged 2.0-liter Premium and Premium II trims get a discount of $1,600 and $1,400, respectively. With those prices come changes that Buick hopes will make the Envision a more compelling prospect. Outwardly, the Envision sports a new grille, a winged affair to replace the 2018's waterfall and bring it in line with the rest of Buick's lineup.

The new Opel Insignia might be a great Buick, but it's a sad Holden Commodore

Since the first shots of the uncovered Opel Insignia hit our inboxes, we've been filled with excitement for the new sedan. It looks great, it should come to America with little to no visual changes as the Buick Regal, and we might even get a wagon version. Unfortunately, there's a lead lining to this silver cloud, and it comes to us from Down Under. You see, the Opel Insignia is also undergoing a re-badging job in Australia to become the new Holden Commodore. It's replacing the beloved rear-drive Commodore (with an optional V8 and ultra-high performance HSV variants) with a front-drive-based platform offering four- or six-cylinder engines. This is depressing news considering the Zeta-platform underpinning the Commodore VF spawned the Pontiac G8, Chevrolet SS, and fifth-generation Camaro. Knowing this was going to happen doesn't help much either. What makes it all worse is that the new Commodore doesn't have a shred of unique styling in the bodywork. That's not an exaggeration. A new grille with a Holden lion badge instead of an Opel lightning bolt badge is the only change. See for yourself in the Insignia gallery below. Not only did GM erase a unique Australian model, it didn't even allow the brand to give the car a distinct shape. It's sort of like when Ford planned to replace the Mustang with the Mazda-derived Probe. The Probe wasn't that bad for the time, but it was no Mustang. At least in that case the Mustang survived. View 12 Photos Before we get ourselves too down, we should mention that there are reasons to be hopeful for the future. For one thing, the new all-wheel-drive Commodore/Insignias will come with a version of the GKN-developed rear differential found in the Focus RS and Range Rover Evoque, which is pretty neat on its own. And Opel/Vauxhall have always had wild performance versions of the Insignia and its Vectra predecessor. The last one made 325-horsepower and had all-wheel-drive. A new one would likely produce much more, since one of the available V6s makes 308 horsepower. Then imagine all of that extra hypothetical horsepower hooked up to the all-wheel-drive system that introduced us to "drift mode." Not only that, but rear-drive Holdens may not be completely dead yet. A Belgian man announced his intention to buy an old Holden factory along with the tooling and rights for the car once it was discontinued. His plan is to continue producing the old model after Holden is done with it.