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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?

2013 Lexus GS450h [w/video]

An Unlikely Star in the Lexus Stable
Think about Lexus for a second. Odds are your gray matter is busy regurgitating images of the company's middle-aged RX crossover or possibly the midsize ES sedan. As the volume movers for Toyota's luxury fleet, the two are the default ambassadors for everything with an italicized L pinned to the grille, and that's a damned shame. As the 2013 GS450h is so willing to point out, Lexus engineers are busily crafting models that offer drivers more than a safe luxury choice.
As the master of fuel-sipping battery propulsion, Lexus has brought the impressive width of Toyota hybrid engineering to bear on the GS450h. The result is a vehicle that manages to sneak its hybridness by you with buttery acceleration, stone quiet operation and brakes that don't feel like you're trying walk around the house in Velcro socks. The drivetrain doesn't feel the need to beat you over the head with its battery pack or announce to the neighborhood that you're saving the world one whispery mile at a time. Both driver and passengers get to enjoy a luxury car that just so happens to be a hybrid instead of the other way around.

Toyota amalgamates motorsports divisions under Gazoo Racing

Toyota has more racing divisions than we could wave a checkered flag at, with the company's various motorsport activities all coordinated by different operations. But the Japanese industrial giant is now bringing most (if not all) of them under one roof. From here on in, any racing that was done under the Toyota Racing, Lexus Racing or Gazoo Racing banners will now be united under the latter. That includes the LFAs it races around the Nurburgring, the TS040 Hybrid it fields at Le Mans and in the World Endurance Championship, the Yaris it will soon throw at the World Rally Championship, the Lexus racers that compete in the Super GT championship back in Japan... the works. The move does not appear to affect Toyota Racing Development, the automaker's American arm that handles its NASCAR racing activities, but from here on out, any Toyota or Lexus you see racing on most anything but a speedway will be competing under Gazoo Racing. The move appears to be more than symbolic and semantic, putting its racing vehicle development, technical support and marketing activities in the hands of the new Motor Sports Group. In announcing the consolidation, Toyota highlights in particular the benefit its various racing programs bring to its talent pool, if not the direct effect they have on the company's vehicles themselves. Toyota Racing, Lexus Racing and GAZOO Racing Unite Under GAZOO Racing Toyota City, Japan, April 9, 2015-Starting April 11, Toyota will unite all motorsports activities under GAZOO Racing. The move will clarify the role of Toyota's motorsports in its efforts to make ever-better cars and foster new generations of car enthusiasts. Until now, Toyota has participated in competitions around the world-including the World Endurance Championship (WEC), the Super GT in Japan, and the Nurburgring 24 Hours endurance race-through the separate Toyota Racing, Lexus Racing and GAZOO Racing teams. Of those, GAZOO Racing in particular was created to expand the role of promoting motorsports beyond that of traditional automakers, and carry out grassroots activities aimed at creating new and ever-growing generations of car enthusiasts. Concerning today's announcement, Toyota President Akio Toyoda said: "Our founder Kiichiro Toyoda once said that motorsports are vital to the evolution of car making and the entire auto industry.