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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.

Weekly Recap: Lamborghini to build SUV

Finally, Lamborghini will build a sport utility vehicle. The Italian supercar maker confirmed this week that it will launch a luxury SUV in 2018. It will be built at Lamborghini's soon-to-expand factory in Sant'Agata Bolognese in Italy, and will double the company's current sales volume. Lamborghini did not announce a name for the vehicle or other details, but noted a concept version, the Urus, was displayed at the Beijing motor show in 2012. It will be sold around the world, but it's expected to be a critical offering in the United States, China, and the Middle East. The automaker projects the SUV will sell about 3,000 units per year, and it will be the third product in Lamborghini's portfolio. It currently sells the Huracan and Aventador supercars. "The introduction of a third model line endorses the stable and sustainable growth of the company and signifies for us the beginning of a new era," Lamborghini chief executive Stephan Winkelmann said in a statement. The project is also a boon for Italy, which will get 500 new jobs in the Emilia Romagna region as Lamborghini's factory will nearly double in size. Ian Fletcher, principal analyst for IHS Automotive, said the SUV will position Lamborghini for future growth. "It could well also bring new customers to the brand [who] may find the dramatic styling of Lamborghini products appealing, but find its typical sports cars restrictive," he said. "If it is a success, the SUV could be a catalyst to Lamborghini broadening its portfolio further." OTHER NEWS & NOTES GM invests in Chevy Camaro factory General Motors is investing $175 million to upgrade its factory in Lansing, MI, to build the 2016 Chevy Camaro. The investment will pay for new tooling and equipment. The improvements include three new paint systems and two new robotic framers. GM will add a second shift at the factory to build the Camaro, resulting in 500 jobs. The automaker had dropped the plant to one shift last year amid slow sales for its products, the Cadillac ATS and CTS. GM is spending $5.4 billion over the next three years to upgrade its US facilities. Last week, GM announced plans to spend $439 million to build a new paint shop for the Chevy Corvette. While the Camaro and Corvette plant improvements are intriguing to enthusiasts, GM also confirmed this week that it is investing $1.2 billion in its Fort Wayne (IN) factory that builds trucks.

Chevy Volt replacement battery cost varies wildly, up to $34,000

There's a growing hubbub in the plug-in vehicle community over what looks like some ridiculously cheap replacement batteries for the Chevrolet Volt going up for sale. GM Parts Online, for example, is selling a replacement Volt battery with an MSRP of $2,994.64 but, with an online discount, the price comes down to $2,305.88. For the 16-kWh pack in the 2012 Volt, that comes to a very low $144.11 per kilowatt hour (kWH). But is it a real deal? How can it be, when a Chevy dealer may quote you a price of up to $34,000 to replace the pack? For a 16-kWh Volt pack, $2,305.88 comes to a very low $144.11 per kWh. But is it a real deal? Battery packs in alternative propulsion vehicles are usually priced by the kWh and, historically, they've been thought to be in the range of $500-per-kWh for OEM offerings. Since automakers are understandably secretive about their costs, we still don't know what the real number is today, but we do know it varies by automaker. Tesla, for example, has said it pays less than $200-per-kWH at the cell level but, of course, a constructed pack would be more. Whatever is going on, li-ion battery prices are trending downward. So, $144.11 certainly sounds great, but what's the story here? Kevin Kelly, manager of electrification technology communications for General Motors, reminded AutoblogGreen that GM Parts Online is not the official GM parts website and that, "the costs indicated on the site are not what we would charge our dealers or owners for a replacement battery. There would be no cost to the Volt owner if their battery needs replacement or repair while the battery is under the eight year/100,000 mile limited warranty coverage provided by Chevrolet." A single price tag also can't be accurate for everyone, Kelly said. "If the customer needs to have their battery repaired beyond the warranty, the cost to them would vary depending on what needs to be replaced or repaired (i.e. number of modules, which specific internal components need replacement, etc.)." he said. "So, it's hard for us to tell you exactly what the cost would be to the customer because it varies depending on what might need to be repaired/replaced. As a result, the core charge would vary." But, is the $2,300 price even accurate for anyone? Thanks to a reader comment, we see that this similar item on New GM Parts makes it look like the lithium-ion modules that Kelly mentioned – where a lot of the expensive bits are – are not included.