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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.

Daily Driver: 2015 Jeep Renegade Sport 4x4

Daily Driver videos are micro-reviews of vehicles in the Autoblog test fleet, reviewed by the staffers who drive them every day. Today's Daily Driver features the 2015 Jeep Renegade Sport 4x4, reviewed by Adam Morath. Something to note: The vehicle tested here is a pre-production unit, and we had some issues with the MySky removable roof system. (Associate editor Brandon Turkus mentioned these problems in his Quick Spin.) FCA confirms that improvements were made for production-spec cars. You can watch the video above or read a transcript below. Watch more Autoblog videos at /videos. [00:00:00] Hey, this is Adam Morath with another Daily Driver. Today, we're in the 2015 Jeep Renegade and I'm excited to be driving this in a Sport trim level. That's the lowest trim that they offer it in. I say I'm excited, because often we get the cars to totally spec-ed out to the max, the automaker trying to show off what they can do with the car but it doesn't always give you a realistic view of how most customers are going to spec the car, and I think with the Renegade being the entry-level model for Jeep now [00:00:30] replacing the outgoing Patriot and Compass, it makes sense to drive this in the Sport trim. We do have it in 4x4, comes in at just around $23,000. It's powered by a turbocharged 1.4 liter inline 4 and we've got it, made it to the 6-speed manual transmission, which is pretty cool. Again you can see FCA's fingerprints on this car. If they wanted to do well in Europe, of course you've got to offer it with a manual and that's nice for consumers here to have that choice of having a stick shift in the Jeep again. [00:01:00] That's kind of fun. It produces 160-horsepower, 184 pound-feet of torque. It's got a little pack to it. I wouldn't call it sporty but it's enough for a vehicle of this size. This is a pretty basic version of the renegade. The only options we have on it are the AC, the roof rails, 4-wheel drive, which is a must here in Michigan and then these MySky roof panels, which I'll get to in a minute, but that takes us from a base price of $18,000, the cheapest you'll be able to get into a Renegade for [00:01:30] up to about $23,700, which is where we're at. Yes, these are MySky roof panels. It's a totally new feature on the Renegade that Jeep is trying out and I think it's pretty cool. It's like a tee top system, except the panels aren't side by side. You have one in the front and one in the back.

EV cost burden pushing automakers to their limits, says Stellantis' CEO Tavares

DETROIT — Stellantis CEO Carlos Tavares said external pressure on automakers to quickly shift to electric vehicles potentially threatens jobs and vehicle quality as producers struggle with EVs' higher costs. Governments and investors want car manufacturers to speed up the transition to electric vehicles, but the costs are "beyond the limits" of what the auto industry can sustain, Tavares said in an interview at the Reuters Next conference released Wednesday. "What has been decided is to impose on the automotive industry electrification that brings 50% additional costs against a conventional vehicle," he said. "There is no way we can transfer 50% of additional costs to the final consumer because most parts of the middle class will not be able to pay." Automakers could charge higher prices and sell fewer cars, or accept lower profit margins, Tavares said. Those paths both lead to cutbacks. Union leaders in Europe and North America have warned tens of thousands of jobs could be lost. Automakers need time for testing and ensuring that new technology will work, Tavares said. Pushing to speed that process up "is just going to be counter productive. It will lead to quality problems. It will lead to all sorts of problems," he said. Tavares said Stellantis is aiming to avoid cuts by boosting productivity at a pace far faster than industry norm. "Over the next five years we have to digest 10% productivity a year ... in an industry which is used to delivering 2 to 3% productivity" improvement, he said. "The future will tell us who is going to be able to digest this, and who will fail," Tavares said. "We are putting the industry on the limits." Electric vehicle costs are expected to fall, and analysts project that battery electric vehicles and combustion vehicles could reach cost parity during the second half of this decade. Like other automakers that earn profits from combustion vehicles, Stellantis is under pressure from both establishment automakers such as GM, Ford, VW and Hyundai, as well as start-ups such as Tesla and Rivian. The latter electric vehicle companies are far smaller in terms of vehicle sales and employment. But investors have given Tesla and Rivian higher market valuations than the owner of the highly profitable Jeep and Ram brands. That investor pressure is compounded by government policies aimed at cutting greenhouse gas emissions. The European Union, California and other jurisdictions have set goals to end sales of combustion vehicles by 2035.