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Bring back the Bronco! Trademarks we hope are actually (someday) future car names

Trademark filings are the tea leaves of the auto industry. Read them carefully – and interpret them correctly – and you might be previewing an automaker's future product plans. Yes, they're routinely filed to maintain the rights to an iconic name. And sometimes they're only for toys and clothing. But not always. Sometimes, the truth is right in front of us. The trademark is required because a company actually wants to use the name on a new car. With that in mind, here's a list of intriguing trademark filings we want to see go from paperwork to production reality. Trademark: Bronco Company: Ford Previous Use: The Bronco was a long-running SUV that lived from 1966-1996. It's one of America's original SUVs and was responsible for the increased popularity of the segment. Still, it's best known as O.J. Simpson's would-be getaway car. We think: The Bronco was an icon. Everyone seems to want a Wrangler-fighter – Ford used to have a good one. Enough time has passed that the O.J. police chase isn't the immediate image conjured by the Bronco anymore. Even if we're doing a wish list in no particular order, the Bronco still finds its way to the top. For now (unfortunately), it's just federal paperwork. Rumors on this one can get especially heated. The official word from a Ford spokesman is: "Companies renew trademark filings to maintain ownership and control of the mark, even if it is not currently used. Ford values the iconic Bronco name and history." Trademarks: Aviator, AV8R Company: Ford Previous Use: The Aviator was one of the shortest-run Lincolns ever, lasting for the 2003-2005 model years. It never found the sales success of the Ford Explorer, with which it shared a platform. We Think: The Aviator name no longer fits with Lincoln's naming nomenclature. Too bad, it's better than any other name Lincoln currently uses, save for its former big brother, the Navigator. Perhaps we're barking up the wrong tree, though. Ford has made several customized, aviation themed-Mustangs in the past, including one called the Mustang AV8R in 2008, which had cues from the US Air Force's F-22 Raptor fighter jet. It sold for $500,000 at auction, and the glass roof – which is reminiscent of a fighter jet cockpit – helped Ford popularize the feature. Trademark: EcoBeast Company: Ford Previous Use: None by major carmakers.

Consumer Reports says Toyota, Ford, Honda and Chevy are big winners in brand perception survey

According to Consumer Reports, the automotive brands that stand out in the minds of car buyers are, in order: Toyota, Ford, Honda and Chevrolet. This news comes after the magazine polled its readers, asking them to take into account vehicle quality, safety, performance, value, fuel economy, design/style, and technology/innovation - which are the factors that car shoppers are most influenced by.
It's important to note that this award is only about perception. In other words, it's perceived quality, not actual quality. "Often, perception can be a trailing indicator, reflecting years of good or bad performance in a category, and it can also be influenced by headlines in the media," said Jeff Bartlett, Consumer Reports deputy automotive editor.
The brand that made the biggest jump in perception amongst Consumer Reports readers is Tesla, which posted an impressive 47-point gain to finish in fifth place. Subaru is also notable for finishing in the top 10, despite being one of the smaller manufacturers doing business in the US. Scroll down below for all the details from Consumer Reports, if you're so inclined.

2014 Toyota Highlander to start at $30,075*

We now have pricing for Toyota's redesigned 2014 Highlander, which is seeing moderate price hikes across the board. Prices for the popular crossover have been bumped from less than 1 percent to less than 3 percent on lower-end models (anywhere from $125 to $890, depending on trim). Toyota has increased prices on higher-end XLE and Limited models more substantially - between 4.1 and 4.5 percent ($1,480 to $1,700). The Highlander Hybrid sees its price increase 2 percent ($930). The new model will be available in four different trims and with either front or all-wheel drive.
The absolute cheapest member of the Highlander range, the base LE, with a four-cylinder and front-wheel drive starts at $30,075, an increase of just $195. The LE is also available with a V6 and all-wheel drive, with the bigger engine upping the price to $31,380. All-wheel drive models start at $32,840. A slightly pricier LE Plus starts at $33,600 for a V6 FWD model and $35,060 if you add all-wheel drive.
Next up, we have the XLE, which starts at $36,900 for FWD models and moves up to $38,360 for AWD. The top-tier Limited model starts at $40,500 in FWD spec, grips-at-all-fours versions will retail for $41,960. For those that want the very top of the Highlander range, there's the Platinum Pack, which adds the Driver's Tech Pack (adaptive cruise control, pre-collision warning, lane departure warning and automatic high beams), a panoramic moonroof, heated steering wheel and heated second-row seats to the already well-equipped Limited model. Highlander Platinums start at $42,990 and $44,450, depending on how many tires are doing the work. (Note: All prices include an $860 destination and handling charge.)