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Cadillac Elmiraj Concept slinks in Leno's Garage

Jay Leno's Garage has moved to Pebble Beach for the week. This time around, the affable comedian is taking a look at the Cadillac Elmiraj Concept that debuted during the Monterey car week, and is talking to General Motors vice president of global design, Ed Welburn.
There's plenty of reminiscing about what concept cars were like when these two were kids, before a fairly deep dive into the striking Elmiraj Concept itself. Welburn shares a few anecdotes about the design process behind the two-door concept, including how his designers changed his mind on the grille design.
After bringing up the Cimarron, Leno makes a solid point that the Elmiraj would be a solid production car that could even spawn a four-door variant. We couldn't agree more. Take a look below for the full video from Jay Leno's Garage.

Ford C-Max Commercial Brings Cadillac 'Poolside' Ad Down To Earth

If we had tried to predict the first video response to the controversial Poolside video for the Cadillac ELR, we would not have thought it would center on compost. But, hey, it's always nice to be reminded that the real world is sometimes better than fiction. Instead of the chic swagger of 'Poolside,' 'Anything Is Possible' is all about getting dirty. The new short in question is called Upside: Anything Is Possible and it promotes two things: Detroit Dirt and the Ford C-Max Energi. As in the ELR ad, Ford's plug-in C-Max only makes an appearance at the tail end of the spot, but instead of the chic swagger of Poolside, Anything Is Possible is all about getting dirty. The ad stars Pashon Murray, co-founder of Detroit Dirt, which takes natural waste from around Detroit, composts it into soil and then spreads that around "forgotten parcels" of Detroit to create urban farms. Detroit Dirt gets its bio-waste from a lot of sources, including the Detroit Zoological Society (all that herbivore manure has to go somewhere), Ford and General Motors, but this particular ad was the idea of Ford's PR agency, Team Detroit. It was a frenetic shoot, filmed with an LA-based director right after a big winter storm blew through Detroit, and Murray couldn't be happier with the result. "This was Ford Motor Company pushing my story, letting me tell the story that I believe in," Murray tells AutoblogGreen. "I get to help push this car and I get to tell my story." She says that the Team Detroit and Ford had to agree on the message, "from my understanding, [YouTube] is where they wanted to start, not where they wanted to finish." The ad is already getting a positive response on Twitter, so we won't be surprised if it shows up in more places soon. "It's not saying Ford is better than GM. It's telling the story of a black woman who's working hard in Detroit." As Detroit Dirt has off-screen support from both GM and Ford, it's unsurprising to hear Murray say that the video "is not a rivalry thing." She notes that the ad agency Team Detroit came to her and offered to tell the Detroit Dirt story using the framework of the GM ad. "It's a parody on this commercial, but it's not saying Ford is better than GM," she said. "It's telling the story of a black woman who's working hard in Detroit." What is that story? It's about urban farming, recovery and recycling. Murray tells us that for the last seven or eight years, she's been dedicated to sustainability.

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.