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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?

It looks like Buick is working on a new Regal GS

When Buick revealed its Regal-badged version of the Opel Insignia/Holden Commodore sedan and wagon, it left out one significant model, the GS. The high-performance Regal was missing in action, but these new spy photos seem to indicate one is coming soon. It looks like it will be pretty subtle on the outside. Upon close examination, we can see that each side of the front bumper features a much larger grille than the normal Regal Sportback and TourX. The thick upper borders on the grilles also look like good places for some LED accent or fog lights. These larger grilles appear to be the only significant difference to the front, though. On the sides, there are slightly deeper side skirts than those on a standard Sportback, and the rear bumper looks to be lifted from the TourX, but without the wagon's aluminum cladding. One other indication that this is a high-performance Regal is the car's front braking equipment. We can make out a Cadillac logo on the front brake calipers, which shows that this isn't running standard Regal stoppers. As for what's under the hood, it's tough to say, but we don't think it will use a turbocharged four-cylinder as the previous generation did. Instead, we think it may be using a V6. That's a hard maybe. The base Regal's turbo four makes as much power as the old GS, and although Buick could crank up the boost for more power, it could also make use of the V6 it will offer overseas. In the mechanically identical Commodore, a 308-horsepower V6 will be available along with a 9-speed automatic and the same type of all-wheel-drive system as the Ford Focus RS. This option would make the upcoming GS more powerful than the old one, and the new standard model, plus offer all-wheel drive. We would like to see even more power than 308, since the top-dog previous-generation Insignia OPC had a 325-horsepower V6. Related Video: Featured Gallery Buick Regal GS Spy Shots View 15 Photos Image Credit: Brian Williams Spy Photos Buick Hatchback Luxury Performance Sedan buick regal gs

Buick shows off Wildcat EV in gold, debuts new brand tagline

Buick keeps putting the gorgeous Wildcat EV concept back in front of our faces, and it’s just not fair. GMÂ’s premium brand released a new tagline today, “Exceptional by design,” and the Wildcat EV is the face of the companyÂ’s new motto. Check out the video above to see what all the fuss is about. There are a lot of glamor shots showing beautiful Buicks of the past before it cuts to the also-glamorous Wildcat EV concept. ThereÂ’s even a shot of a slight variation of the Wildcat EV dipped in a flashy orange-gold paint color. GM showed off this version of the Wildcat EV in an Instagram post last year, but now weÂ’re seeing the electric two-door coupe in yet another promotional piece. It differs from the final show car in its grille design, headlights, wheels, badging, color and more. Take a look at the side-by-side comparison below. Of course, Buick doesnÂ’t actually make products nearly as exciting as the Wildcat EV, but it does like to show its Encore GX and Envista sharing some design elements with the Wildcat EVÂ’s front end. A jump cut to those crossovers quickly follows our glimpse of the colorful Wildcat EV, though we canÂ’t help but be a little sad that this is all that will come of the stunning concept. Per usual (at least when we get the chance), we asked Buick if it had any updates or things to share about the Wildcat EV now that itÂ’s trotting this concept out to us in a brand campaign. HereÂ’s what the company had to say in response: "The Wildcat EV concept is still our blueprint for Buick design and youÂ’ll see Wildcat inspiration throughout our lineup, starting with the current Encore GX and Envista, and it will eventually extend to the 24MY Envision and 25MY Enclave. We still donÂ’t have any plans to bring that vehicle into production, itÂ’s strictly a concept." Basically, nothing's changed, and there are still no plans to turn the Wildcat EV into a production car. There wasnÂ’t much in the way of news today from Buick, but we can at least say this latest ad campaign is a clear step up over the “ThatÂ’s not a Buick” commercials seen years ago. Related video: