Auto blog

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.

'Born of a Blue Sky' brings the Amelia Island Concours to you

The Amelia Island Concours d'Elegance has more clout every year and is getting a reputation as Pebble Beach minus the madness. Held in March this year, it celebrated Ducati and the 50-year anniversaries of Lamborghini, the Corvette Sting Ray, Porsche 911 and the Ford GT40.
Justin Lapriore was there, and seemingly everywhere, getting footage of the various wares on display on the lawns and the sand and the runway. The resulting video, Born of a Blue Sky, is a 16-minute survey of some of the finer sights and plenty of engine sounds. Check it out below.

Former Ford CEO Alan Mulally lands on Google board

Former Ford CEO Alan Mulally often referred to the Blue Oval as a technology company when he led the automaker. Now he'll be offering guidance to a different kind of technology firm: Google.
Mulally was appointed to Google's board of directors July 9, and late Tuesday, it was announced that he will serve on the company's audit committee. The veteran executive led Ford from September 2006 until he retired in June, succeeded by Mark Fields.
While Mulally will act as a board member - rather than in a managerial role - his presence adds credibility to Google's recently announced plans to produce an autonomous car. The ambitious program calls for 100 prototypes to begin testing later this summer. Production of the car is rumored to be in collaboration with a Detroit area performance company, Roush.