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Does Lincoln Zephyr trademark mean a return to real names?

Lincoln's long history includes many legendary names, and despite its short life, Zephyr retains a spot in that pantheon. Perhaps its will return once again: Ford Motor Co. applied to trademark Zephyr on May 11. Trademark filings can have ambiguous meanings, and often they're legal plays to get or keep the rights to a name. But in the last year, we've seen signs Lincoln is looking to use real names on its vehicles again. Obviously, it's keeping Navigator for its flagship sport-utility vehicle with a new model due next year. Reprising Continental for the MKS replacement was also well received. That said, Lincoln still uses the MKX and MKC "names" for its crossovers. Zephyr is a dustier moniker. It was used in the 1930s and '40s on a mid-level model spearheaded by Edsel Ford. The stylishly aerodynamic model was set between the Ford V8 De Luxe and more expensive Lincolns. It returned in 2006 as the Lincoln version of the Ford Fusion before that model was renamed MKZ. Mercury also used Zephyr on its version of the Ford Fairmont in the late 1970s and early '80s. Ford last held a trademark on the Zephyr name in 2013. The filing says Ford seeks to use Zephyr for "motor vehicles and parts and accessories therefor." That could mean a new car — or just parts. Putting the Zephyr badge back on the MKZ is the most likely bet. Meanwhile, Ford also moved to get the Thunderbird trademark on May 11 for the same vehicles and parts purpose, and it filed for the Mustang trademark for shampoo and lotions on May 4. A Lincoln spokesman said, "In the normal course of our business, we file trademarks for names," but had no further information. Related Video:

Report: Lincoln getting all of Mercury's ad dollars

Now that the curtain has closed on Mercury, Ford Motor Company will redirect all of its marketing dollars for the oft-overlooked brand to the Blue Oval's luxury outpost, Lincoln. In speaking to Automotive News, the chairman of the Lincoln National Dealer Council, Bob Tasca, Jr., said, "You'll see a lot stronger presence in the advertising of Lincoln in 2011."
Lincoln spokesperson Christian Bokich reminded AN that the automaker is "preparing the way for seven new or significantly refreshed vehicles" that will be launched over the next four years, and the largest ad blitz in 2011 will focus on the refreshed MKX crossover, as well as the MKZ sedan and its hybrid counterpart. Following that, Lincoln has plans to launch a completely overhauled version of its Navigator SUV, an all-new C-segment vehicle and the overhauled 2013 MKZ, which Tasca says will be "strikingly different from its Ford Fusion sibling."
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Auto Show Notebook: Legendary Continental name inspired Lincoln's designers

What's in a name? A lot for the Continental concept, and it gave Lincoln designers a sense of purpose as they styled the brand's upcoming flagship sedan. "The moment that we told them, it was amazing," Lincoln president Kumar Galhotra said. "They totally got it." "It" is cutting-edge technology wrapped in stately, large-sedan design. It's a nod to Lincoln's storied past, but a signpost for where the brand is heading. Though the Continental name dates to the late 1930s, Lincoln designers avoided making the concept overtly retro. "You can't let it pull yourself back too far in history, but you've got to design a car that lives up to the name," Galhotra said. Speaking to Autoblog on the floor of the New York Auto Show where the Continental formally debuted Wednesday, the Lincoln president reiterated that the car is on track to launch in 2016. It will compete against the Audi A6, Lexus GS, BMW 5 Series and other large luxury sedans. After its debut, the concept in New York will fly to China – another critical market for Lincoln – for display there. It will be replaced in New York by a prototype without an interior. The Continental is the latest high profile play by Lincoln to raise its image with consumers, who have either ignored or forgotten about it amid steep competition in the luxury sector from German and Japanese brands and a potentially resilient Cadillac. Lincoln sales are essentially flat compared with 2014 through the first quarter of this year, with total volume of 21,478 units. The middling start to 2015 comes on the heels of nearly 16-percent sales growth last year spurred by the launch of the MKC and the prominent signing of Matthew McConaughey to star in Lincoln advertisements. Other News, Notes & Quotes Speaking of names, Chevrolet did its homework before deciding to proceed with "Malibu" for its new generation of midsize cars. "We went out and researched it," said Alan Batey, president of General Motors North America. "People actually like the name 'Malibu,'" he said. Admittedly, the current Malibu has struggled in the marketplace against entrenched competitors, Batey said, but he's optimistic its awareness and historical value are assets to the dramatically redesigned sedan."The name's strong," he said. Meanwhile, in other Chevy news, the brand kicked off a new marketing campaign, "Real People, Not Actors" Wednesday. It will show consumers interacting with Chevys and their spontaneous reactions to the vehicles.