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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?

Super Bowl commercials: Steven Tyler, Emerson Fittipaldi, Keanu Reeves and more

Sunday is Super Bowl LII, which means America will immerse itself in high-calorie potluck fare, garish halftime-show entertainment (Justin Timberlake, bringing sexy back, but not that kind), the most expensive and over-the-top TV ads of the year, and — oh yeah — a football game between two teams connected by Amtrak's Northeast Corridor line. What else you gonna do on the first Sunday of February? As usual, automakers plan big, splashy TV spots to reach all those gajillions of eyeballs glued to the teevee, though the list may be shorter than in previous years. Here's a roundup of what we know is coming. Hyundai Hyundai will test the football/futbol divide with a 60-second spot starring a youth-soccer ref who arrives for the game dramatically and just in time in his 2018 Kona. Only it's Super Bowl Sunday, so he — along with the two coaches, and apparently most of the parents — are eager to get on with their game-day plans. Advantage: football, being the message, we guess. The ad does make a quick plug for Hyundai's BlueLink nav system, but this is only nominally about the car. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Hyundai also plans a 60-second ad that recognizes people fighting pediatric cancers and highlights its own nonprofit organization that focuses on the cause, according to Reuters. Kia This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. The Korean automaker will put Aerosmith frontman Steven Tyler behind the wheel of its new Stinger on an abandoned racetrack. The former " American Idol" host promptly puts it into reverse, going back to his '70s heyday, courtesy of some CGI, to the strains of "Dream On" played backwards. Trotting out an almost-70-year-old to relive some classic rock glory fits the Super Bowl template to a T. Two-time Formula One and Indianapolis 500 champ Emerson Fittipaldi also makes a cameo. It airs in the third quarter. Lexus This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Lexus teams with Marvel Studios to preview its forthcoming movie "Black Panther," which arrives in theaters Feb. 16. In "Long Live The King," the Black Panther, a.k.a. King T'Challa, played by Chadwick Boseman, dispatches some bad guys to recover stolen Vibranium after clinging to the roof of a speeding 2018 LS 500 F Sport, driven by co-star Danai Gurira.

2018 Lexus LS 500 F Sport Drivers' Notes Review | Pretty but imperfect

The ultimate Lexus, and the one that launched the brand, the LS was completely redesigned for the 2018 model year. It introduced an aggressive version of the famous (infamous?) "spindle" grille, a swoopy interior, and went to a completely V6-powered lineup, the fully gas-powered model featuring a twin-turbocharged 3.5-liter engine. Not only that, but it adopted the platform of the stunning Lexus LC 500. With all that in mind, the LS 500 sounds like it's got the potential to not only be a first-class luxury cruiser, but may have even gained some of the LC 500's sporting expertise. To find out, we spent some time in an all-wheel-drive model with the F Sport package, which adds a meaner-looking grille, sporty seats and the trick sliding gauge ring to remind us of the LFA supercar that first used such a cluster. The only thing it lacks is the handling upgrades exclusive to the rear-drive gas-only LS. Associate Editor Joel Stocksdale: I love the Lexus LC 500, like, a lot. It was my favorite car I drove last year because it has the perfect combination of style, comfort and performance. So knowing that the LS has LC roots, I was excited to drive it, hoping it would basically be a four-door version of that car. It certainly looks the part. Though not the gorgeous beast the LC is, it's still a looker. It's aggressive and intimidating, particularly with the black F Sport grille. And when you get in, you're greeted by hip-hugging leather seats and a flashy instrument cluster. Everything around you is leather, suede or metal in really interesting, unique shapes that make this Lexus feel like something different and special to most luxury cars. I particularly like the floating arm rest/grab handles in the doors. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. But things fall apart with the driving experience. The twin-turbo V6, although plenty powerful, doesn't sound nearly as lovely as the growling V8 monster in the LC. It also has really sluggish throttle response, and the gearbox doesn't shift as quickly and crisply as in the LC, even in Sport+ mode. The steering refuses to tell you anything either, feels too light, and what weight exists feels very artificial. The ride quality also doesn't quite seem to know if it wants to be La-Z-Boy cushy or sports sedan firm.