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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.

2019 Lexus ES 350 starts at just $550 more than outgoing model

Lexus wants you to pay attention to the 2019 ES. The all-new, seventh-generation midsize sedan that Lexus benchmarked against the Mercedes-Benz E-Class and Audi A6 gets a base price that just a few hundred over the old car. The entry-level ES 350 starts at $39,500; after $1,025 for destination and handling, that's $40,525 out the door and $550 more Washingtons than the 2018 model required. The mid-level ES 300h starts at $43,310, or $44,335 out the door. That saves $510 compared to the 2018 version, and it gets better fuel economy. The all-new ES 350 F Sport starts at $44,035, for $45,060 out the door. Every model rides on the Toyota New Global Architecture, known as GA-K here. The lighter, stiffer body hides improved mechanicals like rack-mounted electric power steering, and a new multilink rear suspension that encouraged fun driving during our recent review. The updated Lexus Safety System+ 2.0 comes standard on all models, and incorporates new features like daytime bicyclist detection and low light pedestrian detection. The ES 350 and ES 350 F Sport get a 3.5-liter V6 with 302 horsepower and 267 pound-feet of torque, 34 hp and 19 lb-ft over the former sedan, working through a new eight-speed transmission. The F trim makes itself known with 19-inch wheels, rear spoiler, and retuned suspension. EPA ratings for the ES 350 come in at 22 mpg city, 33 mpg highway and 26 mpg combined, an increase of two more miles per gallon on the combined cycle. The ES 350 F Sport is rated at 22 mpg city, 31 mpg highway and 25 mpg combined. The ES 350h uses a 2.5-liter Atkinson-cycle four-cylinder with fourth-generation Hybrid Drive. The 215 total horsepower from the ICE and electric motor returns 43 mpg city, 45 mpg highway, and 44 mpg combined. Lexus says this makes it the most frugal luxury car out there that doesn't have a plug. The ES is also the first Lexus to offer Apple CarPlay, on top of being able to use Amazon Alexa to communicate between the sedan and the home. The 2019 Lexus ES goes on sale in September. Related Video:

Join Autoblog editors for a full video tour of the 2019 Detroit Auto Show

The 2019 North American International Auto Show might have been a little more quiet than past years, but there were still some pretty major reveals, including the Toyota Supra, new Ford Explorer, Shelby GT500, Subaru WRX STI S209 and Kia Telluride. We also saw some lovely concepts like the Nissan IMs and Lexus LC Convertible. Senior Editor Alex Kierstein, Consumer Editor Jeremy Korzeniewski and Senior Green Editor John Beltz Snyder join me, Associate Editor Reese Counts — with Social Media Manager Michael Dylan Ferrara behind the camera — on a long walk through the show. We discuss cars, poke around the stands, dress a bloody wound and answer your questions in the Facebook comments. For more Detroit coverage, you can check out Autoblog's picks for the best in show, listen to our podcast or look at the best images from all the reveals. Finally, don't forget to watch Editor-in-Chief Greg Migliore hand over our 2019 Technology of the Year award. Related Video: Green Detroit Auto Show Acura Cadillac Chevrolet Ford GM Hyundai Infiniti Kia Lexus Nissan RAM Subaru Toyota Volkswagen Truck Convertible Coupe Crossover Hatchback Minivan/Van SUV Videos Sedan facebook 2019 detroit auto show live