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What's in a trademark? Sometimes, the next iconic car name

The United States Patent and Trademark Office is a treasure trove for auto enthusiasts, especially those who double as conspiracy theorists.
Why has Toyota applied to trademark "Supra," the name of one of its legendary sports cars, even though it hasn't sold one in the United States in 16 years? Why would General Motors continue to register "Chevelle" long after one of the most famous American muscle cars hit the end of the road? And what could Chrysler possibly do with the rights to "313," the area code for Detroit?

2018 Lexus LC 500 Prototype First Drive

Chief executives aren't normally as candid as Akio Toyoda was last week. At the launch of hot new Lexus LC 500 coupe at the Detroit Auto Show, the chief executive of Lexus and Toyota and grandson of the company's founder, said that he'd received letters telling him that his Lexus luxury brand cars were dull and boring and that he agreed. "I took them to heart," said this tiny and forceful boss, "and I'm ensuring that the word 'boring' and 'Lexus' will never occupy the same sentence ever again." But boring has been an ongoing problem for Lexus. And for the last year I've been involved in trying to help solve it. Let me explain. Akio has made his extraordinary "Lexus is Boring" speech before. That was five years ago on the windswept golf courses at the Pebble-Beach Concourse d'Elegance at the launch of the fourth-generation GS sedan. With its new-look spindle grille, basking-shark air intakes, and razor-edged curves, GS was the first of the new-look Lexus models, but Akio still wasn't happy. In 2011, after 11 consecutive years of premium market leadership in America, Lexus had lost it to the Germans. Mercedes-Benz, BMW, and Audi didn't just build better looking cars, but more interesting and more fun-to-drive cars. "We're not just making a coupe, we're creating a new generation of Lexus." Lexus' shtick of reliability, immaculate-quality, hybrid gas-efficiency, golf-bag trunk optimization, and specification-adjusted value didn't cut it anymore. Akio, a keen race driver and petrolhead enthusiast, knew his cars needed a dynamic shot in the arm and a smoldering love affair with right-brain desirability. In short, he wanted Lexus engineers to build a car to bring a smile to drivers' faces. A tall order, then. And one which Koji Sato, deputy chief engineer on the LC had to consider carefully. As he says: "Akio's Pebble Beach speech was the starting point; we're not just making a coupe, we're creating a new generation of Lexus." With such a brief, and Akio's legendary peppery opinions in mind, Sato came up with a radical idea. Reckoning that sometime in-house teams can look so much in-house that they become blinkered, he decided he needed to open things up and recruit a team of outsiders. So, for the last year I, along with a small team of hand-picked journalists, race drivers, and keen-driving dealers, have been part of Sato-san's 'irregular army'. Why me? It's a good question.

Lexus gives Jay Leno a shot at driving its 2014 IS

After we drove a prototype of the 2014 Lexus IS, we were told that Lexus was shipping it back to Japan. As it turns out, late-night funnyman Jay Leno was already in the motherland with the coming sport sedan, and he lapped it around Fuji Motor Speedway with Chief Engineer Junichi Furuyama.
This was probably during his LFA drive two months ago, actually, when Furuyama-san was even more tight-lipped about the IS than he was a week ago, so Leno has to make the best guesses he can. Leno goes over the whole car, then takes it out for a casual spin, so at least you get to see it in action. As for Jay's take, you'll just have to watch the video below to find out.