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Chrysler registers Trackhawk trademark

There may not be many ways to forecast what an automaker is planning for the future, but there are some. Trademark applications are one of them, and Chrysler has just applied with the US Patent and Trademark Office to protect the name "Trackhawk." The question is, what's it planning on using it for? We don't know for sure, but we can put together an educated guess or two. And one guess is that Jeep will use the name to replace the letters SRT on the performance version of the Grand Cherokee.
How do we figure, you ask? From a number of developments. For starters, the SRT division has been reintegrated into the Dodge brand. Those letters currently appear on only two vehicles from outside the Dodge lineup: one is the Grand Cherokee SRT, and the other is the Chrysler 300 SRT. We've heard ruminations (however unconfirmed) that the latter could be either discontinued or possibly relabeled, and if the same proves true of the GC, the Trackhawk name could serve as a on-road performance counterpart to the Trailhawk label applied to off-road versions of models like the Cherokee and Renegade.
Logical it may be, but it's hardly a foregone conclusion. The Trackhawk name could just as easily be used for a new concept (like the Trailhawk name was in 2007), for another kind of trim level or for something else entirely. In fact we don't even know for sure it'll be used by the Jeep brand specifically, or used at all for that matter. Automakers have been known, after all, to register names they don't end up using.

Daily Driver: Long-Term 2014 Jeep Cherokee

As a fan of the boxy Jeep styling of old, I was disappointed when photos first leaked of Jeep's revived Cherokee in early 2013. Then the midsize crossover arrived in Autoblog's longterm garage in May of 2014 and my opinion did a 180. I was prompted to rethink the exterior design of the vehicle after reading our reviewer's interview with head Jeep designer Mark Allen. "The previous, blocky Cherokee was so aerodynamically inefficient, it would be wrong to do it," Allen told Autoblog's Jonathon Ramsey. That made sense. After all, Jeep is a brand associated with the outdoors, so its only natural that they seek to produce efficient, yet capable vehicles. It was then I began reconsidering the sleek lines of the new Cherokee. What once seemed bland and rounded now appeared streamlined and purpose-built. I also give Jeep credit for the slim headlamp silhouette, which look like no other SUV on the market – a far cry from the distinct circular lamps on Wranglers or squared headlights of past XJs. As I drove our long-term Jeep Cherokee Trailhawk on a few road trips, my affinity for the vehicle's comfortable interior grew as well. The seats held up to a nine-hour trek to Montreal, and the Chrysler Uconnect system made navigating the roads and the radio a breeze. Above you'll hear my early impressions of the Cherokee, and below you'll find a previous long-term update featuring Autoblog's Steven Ewing and Chris McGraw. UPDATE: The video mistakingly indicates that the Jeep Cherokee features LED headlights. The Jeep Cherokee, in fact, has daytime running lamps with LED accent lighting. Related Video:

Jeep: 4x4ever

Jeep is turning 75 this year, and it seems like the star of the Fiat Chrysler Automobiles brand stable has been making cool ads that run during the Super Bowl almost as long. (Yes, we know this was Super Bowl 50. We're exaggerating.) In this spot, all kinds of active sports and nature stuff that Jeep owners do (or least like other to think they do) is shown with every kind of Jeep, old and new. Here's to another 75 years. Marketing/Advertising Jeep Super Bowl Commercials 2016 super bowl ad