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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.

U.S. denies GM tariff relief request for China-made Buick SUV

WASHINGTON — The Trump administration has denied a General Motors Co request for an exemption to a 25 percent U.S. tariff on its Chinese-made Buick Envision sport utility vehicle. The denial of the nearly year-old petition came in a May 29 letter from the U.S. Trade Representative's office saying the request concerns "a product strategically important or related to 'Made in China 2025' or other Chinese industrial programs." The midsize SUV, priced starting at about $35,000, has become a target for critics of Chinese-made goods, including leaders of the United Auto Workers union and members in key political swing states such as Michigan and Ohio. GM said on Tuesday it was aware of the denial and has been paying the tariff since July. GM has not raised the sticker price to account for the tariff. Buick Envision sales fell in the United States by nearly 27% to 30,000 last year and fell another 21% in the first three months of 2019. Only a small number of vehicles are built in China and sold in the United States. Last month, the U.S. Trade Representative's Office also denied a request by Chinese-owned Volvo Cars for tariff exemptions for mid-size SUVs assembled in China after the automaker sought an exemption for the XC60, its top selling U.S. vehicle. GM, the largest U.S. automaker, argued in its request that Envision sales in China and the United States would generate funds "to invest in our U.S. manufacturing facilities and to develop the next generation of automotive technology in the United States." GM said last year the "vast majority" of Envisions, about 200,000 a year, are sold in China. Because of the lower U.S. sales volume, "assembly in our home market is not an option" for the Envision, which competes with such mid-size crossover vehicles as the Jeep Grand Cherokee and the Cadillac XT5. Ahead of the July 2018 start for higher import tariffs, GM shipped in a six-month supply of Envisions at the much lower 2.5 percent tariff rate, Reuters reported in August 2018.

Buick Cascada convertible likely dead after 2019

Opel announced it was discontinuing a few cars today, but the one that got our attention was the Cascada. The plan is to let the Opel Cascada live out its life until the end of 2019, with no replacement in the works. This brings into question the future of the Buick Cascada sold in the United States, since it's basically the same car and produced by Opel in the same factory in Poland. The Cascada has been on sale in other markets since 2012 badged as either an Opel or Vauxhall, but the Buick-badged car was only introduced in North America for the 2016 model year. Of course, Buick could decide to build the model beyond 2019, but it would need to find a new manufacturing location, convertibles aren't exactly popular, and the car would be egregiously old at that point. In other words, it looks like the Cascada is dead after 2019. We asked Buick what the game plan might be, and were told that there is nothing official to say at the moment. That's par for the course for something a manufacturer doesn't want to talk about yet, but it's also possible the announcement came as a surprise. Opel is no longer owned by GM, so the announcement actually came from the brand's new PSA ownership (the same French company that owns Peugeot and Citroen). As for the rationale behind the decision, that was a head scratcher, too. Opel/PSA said it was discontinuing the Cascada, as well as the subcompact Adam and Karl, in order to meet increasingly stringent emissions requirements and produce crossovers instead. This seems contradictory. Replacing a low-selling convertible and a pair of low-profit subcompacts with high-selling, high-profit crossovers sure seems like a solid business decision more than an emissions requirement one. Indeed, the Buick Cascada has never been a raging success in the United States either, with only 5,595 leaving the lots in 2017. It helped bring in some different kinds of customers to the Buick brand, but the impact is minute compared to a vehicle like the hot-selling Buick Encore. Related video: Featured Gallery 2019 Buick Cascada View 17 Photos Rumormill Buick Opel Convertible buick cascada