2010 Ford Mustang on 2040-cars

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Ford files trademark application for 'Model E'

In early December, Ford filed an application with the US Patent and Trademark Office for the name "Model E." Historically, Ford never produced a Model E, and while automakers are known to file for trademarks they never use, some have wondered if the application might be used for a concept car.
Based on other recent events, though, it could be a legal move. In 2000 Ford sued an online start-up called Model E over the similarity of that name to Ford's industry-shaping Model T, but the judge dismissed the case citing lack of proper grounds. In August 2013, Tesla applied for trademark registration for Model E, and at the time, Ford said it would review the application. Tesla actually made two applications for Model E, one for automobiles and structural parts therefore, the other for "providing maintenance and repair services for automobiles," and there are plenty of theories about what the name could be applied to.
The Published for Opposition date for Tesla's applications is December 31, 2013, after which anyone who thinks they'd be harmed by Tesla being granted the trademark gets 30 days to register their issues. This is just speculation, but Ford's application - which was filed for automobiles only - might be about protecting what it sees as unwelcome encroachment on the name Model T, protection it wasn't able to enforce before when the stakes were only online and much smaller.

Who would win in a race if the Super Bowl teams were cars?

Until the last down is played this Sunday, we will have the annoyance pleasure of listening to analysts bicker between who will win the Super Bowl, not unlike automotive analysts who do the same thing with cars. If I had a dollar for every conversation about what car would win against another on a specific track, I wouldn't be buying the raw avocados this year for my guacamole. Instead I would be purchasing organic avocados and have the guacamole served in a Ferrari-themed bowl. Yes, those exist. Even so, we still watch year after year knowing full well that the pre-game analysis typically adds up to less than what is left over in the chip bowl after the last guest leaves. Let's take a different approach to analysis this year, let's compare these teams to their vehicle equivalent to decide who would win in a fair race. How do you determine a fair race? When I think of a fair race I think of the Nurburgring. A track that is 12.9 miles, has 1,000 feet of elevation change, and is famously nicknamed The Green Hell by famed driver Jackie Stewart. Although your Supra may beat The Flash himself in a straight line, chances are once you push it to the limits on a 12.9-mile track your brakes will smell like a bonfire and your suspension will have gone into cardiac arrest twice. So if we're racing The 'Ring, what are we driving? To best answer that question we must determine what characteristics define these teams. Not being someone who knows more about my fantasy league than my significant other, I can only go off what I have heard from "experts." The Panthers are honestly known for Cam Newton. Cam is a versatile, fast, brash, and fairly young quarterback. He apologizes for nothing and has Ali-like confidence that shows in his choice of Liberace-type attire. Although he looks to be the favorite, he hasn't yet won a Super Bowl and the team's second-half performances are less than climatic. In racing terms, he has won a lot but no one has seen him race in the dark at the 24 Hours of Le Mans. The Panthers have a ton of acceleration, a brand new chassis, and a driver who is hungry for that first big win. On the other side of the track are the Broncos. It seems as though the Broncos are known for two things, a nostalgic quarterback and a defense that could strike fear into a Honey Badger. If the Broncos were just one component of a vehicle they would be the brakes, and these brakes are outfitted for a locomotive.

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.