2011 Chevrolet Corvette Gran Sport Coupe on 2040-cars

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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.

C7 Corvette makes inaugural ad appearance in Chevy's first spot with new slogan

Chevrolet's "Runs Deep" tagline has finally been run into the ground, replaced with the Bowtie brand's "Find New Roads" slogan that's part of parent General Motors' plan to unify its everyday brand's marketing efforts worldwide. The new Chevrolet campaign was ushered in on prime time last night during the Grammy Awards on CBS, and the first spot, a 90-second full-line ad, also marks the first appearance of the 2014 Corvette Stingray in a commercial.
Being a full-line ad, the commercial is composed of vignettes centered on different vehicles in the brand's lineup. The all-new 2014 Impala also makes its first commercial appearance in dapper fashion, and time is spent on a skateboarding Sonic and a bouquet of brightly colored Spark hatchbacks driven by fashionable women. The ad starts and ends with Chevy's green halo car, the Volt, along with a young girl with her robotic dog (yes, really).
Chevrolet's "Runs Deep" campaign got off to a rocky start in the fall of 2010, but it did last for a couple of years with some tweaks. This new one, "Find New Roads" seems more intent on drawing new customers into the fold than the outgoing tagline, which seemed to play more toward the brand faithful. It admittedly reminds us more than a little the short-lived "Find Your Own Road" Saab motto (which, we note, was conceived while the Swedish brand was under GM's control), but no matter, we still think it's got more long-term potential than "Runs Deep."

Recharge Wrap-Up: LAPD gets Zero MMX, Chevy's new inverter, Hyundai Tucson's new powertrains

Some police in Los Angeles will be riding Zero MMX electric motorcycles on duty. The LAPD is adding the fully electric police/military all-terrain bikes to its patrol fleet. According to Officer Steve Carbajal of the department's off-road unit, "It costs less than 50 cents to charge compared to using gallons of gas, maintenance is simple, and the community appreciates how quiet they are." The electric bikes, with their lack of noise and a headlight the rider can turn off, also have the benefit of stealth, giving the officers what Carbajal calls "an added tactical advantage." The MMX also has swappable batteries, is designed for quick ignition and has power reserve capabilities so the rider won't be caught with a dead battery while chasing down a perp. Read more at Ride Apart. Remember when it seemed like we'd never run out of oil, and giving your buddy five bucks for gas was actually a worthwhile gesture? Drivers of classic cars in Detroit were able to fill up their tanks at gas prices corresponding to their model year, thanks to a promotion by Hagerty Insurance for National Collector Car Appreciation Day on July 11. That meant prices from 21 to 90 cents a gallon, as the cars that showed up ranged from the years 1929 to 1989. That's about as affordable as charging your EV. Head over to Autoweek for more details and some photos from the event. The next-generation Chevrolet Volt will likely benefit from a new inverter being developed by General Motors. GM is about two-thirds of the way through the development of the new inverter, which should be ready in January 2016. The inverter, which has a peak output of 55 kilowatts a continuous output of 33 kilowatts, will be adaptable for use in other GM vehicles. Chevrolet is working to reduce the Volt's production costs by $10,000 per vehicle, which should make it more affordable, and the new inverter could help reach that goal should it make its way into the car. Read more at Green Car Reports. Hyundai is likely planning some interesting powertrain changes for the 2016 Tucson, says Green Car Reports. Plug-in hybrid? Maybe. Diesel? Probably not. "We are covering the waterfront on all alternative fuel strategies, from standard hybrid, to plug-in, battery-electric, and fuel cell," says Hyundai's US Chief Dave Zuchowski.