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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.

Next Chevy Silverado could get this built-in tailgate step

General Motors just received patent approval for a tailgate step in a pickup bed. And given the timing, don't be surprised if you see this on the upcoming 2019 Silverado pickup (not the mention its GMC Sierra twin), expected to arrive in late 2018. According to the patent, granted in December of last year, the whole mechanism is housed in the tailgate assemble. The magic happens when a portion of the top half of the tailgate swings down and a step folds out. There's also a handle that locks into position to help climb up into the bed. As trucks get bigger and taller over the years, it gets harder and harder to access the cargo bed. Ford's solution with the 2009 F-150 was a step that slides out from the end of the tailgate. Back then, Chevy made an ill-advised ad highlighting the feature for Ford. And while Howie Long mocked the F-150's "man step" Ford saw almost a third of its trucks with the option in the first year. The GM design seems to improve on Ford's idea as it appears to be wider and has a back to the lower step. That is, you don't have to worry about stepping through the ladder-rung design as on the F-150. Ford's tailgate step later spread to the F Super Duty, and other cargo access assists have proliferated through the truck world. On the most recent redesign, the Chevrolet Silverado took a trick from the Avalanche and added cutouts to the corners of the rear bumper that act as a foothold. Ford also offers a deployable side step, Chevrolet has running boards that scoot rearward with a kick of the boot, and Ram offers fixed wheel-to-wheel side rails. Nissan is in on the game too, with an optional folding step that tucks under the rear bumper. We don't expect Chevrolet to comment on when or if we'll see this feature in the showrooms. But given that engineers are already hard at work on the next Silverado and the timing of this patent lines right up with the new truck's development cycle, we'll be disappointed if this patent stays in the file cabinet. Related Video:

GM won't pay owners of recalled cars for lost value

Kenneth Feinberg, the man in charge of the General Motors compensation fund dealing with the its widespread ignition switch woes, has issued an informal, two-letter response to the plaintiffs in more than 70 lawsuits seeking redress for lost resale value of their Cobalts: "No." The cases were recently combined into one, but Feinberg told The Detroit News that the fund will deal "only with death and physical injury claims," and that "perceived diminished value" will get no consideration.
ALG, the firm specializing in establishing residual values, determined that Cobalt owners had lost $300 compared to the segment competition and doesn't envision any long-term effects from the recall situation. Feinberg's statement comes in advance of public details on how the compensation fund will work and adheres to GM's long-held position on the matter. The company has already asked a judge to throw out such suits using the pre-bankruptcy defense, even as it stopped using that defense in cases of injury and death.
With plenty of potential gain from the GM suit, however, don't expect the plaintiffs to give up yet. When Toyota was sued for the same reason during the unintended acceleration debacle, it eventually settled the case for between $1 billion and $1.4 billion just to get it over with. Since the 85 law firms involved in the Toyota litigation took home more than $250 million of that total, we shouldn't expect the attorneys to give up on a GM payout, either.