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Automakers tussle over owners of 'orphan' makes

When General Motors put down several of its brands in recent years, it also let loose thousands of brand-loyal customers who will eventually need another car.
R.L. Polk Associates estimates there are more than 18 million cars from 16 discontinued makes on the road today. Those "orphan owners" have sales-hungry competitors seeing dollar signs. GM is offering Saturn owners $1,000 cash toward a Chevy Cruze, Cadillac CTS or a GMC Acadia. Ford is giving its Mercury lease customers a chance to get out of their contracts with no early-termination penalty and offering to waive six remaining payments if they drive off in a Ford or Lincoln.
Edmunds.com research shows the efforts are paying off somewhat for GM, with 39 percent of Pontiac owners, 37 percent of Hummer owners and 31 percent of Saturn owners taking delivery of another GM-branded vehicle. But that leaves as much as 69 percent of owners going elsewhere. Ford, Honda and Toyota seem to be attracting many former GM owners.

Junkyard Gem: 1981 Mercury Cougar XR-7

The story of the Mercury Cougar involves more plot twists and unexpected digressions than that of just about any other Detroit car, with successive Cougar generations based on the Ford Mustang (1967-1973), the Ford Torino and/or Thunderbird (1974-1979), various Fox Fords including the Thunderbird (1980-1988), the MN12 Thunderbird/Lincoln Mark VIII (1989-1997), and the Ford Mondeo (1999-2002). There were wagon and sedan Cougars for brief periods, just to confuse everybody, and the rakish XR-7 Cougars sometimes lived on different platforms from their ordinary non-XR-7 counterparts. I think the Late Malaise Era Fox XR-7s are among the most interesting of the bunch, so I was quite excited to spot this tan-over-gold '81 in a Denver yard. I tried to count the number of screaming-cat badges on and in this car and gave up once I hit a dozen. The steering wheel, door panels, C pillars, center console, and — of course — the hood ornament all boast snarling felines. Earlier Cougars had emblems showing full side views of stalking catamounts, but the Cougar logo for the 1980s showed just the head. This car got the optional center console, which I hear is quite a rarity. You had to pay $174 extra (that's around $513 in 2020 dollars) for an AM/FM/cassette audio system in the '81 Cougar, but at least the air conditioning was standard equipment. Believe it or not, thieves used to steal these radios. Kumpf Lincoln-Mercury still exists in Englewood (as Landmark Lincoln), and the yard that now houses this car can be found just 15 miles up Broadway on the north side of Denver.  The padded landau roof hasn't fared so well beneath the fierce Colorado sun, but overall this car seems very solid. Sadly, only the Mustangs and (once in a long while) Fairmonts get much love from the Fox Ford crowd these days. Three Mercury "wire wheel" hubcaps and one from a Lincoln. The base engine in the 1981 XR-7 was the "Thriftmaster" 200-cubic-inch (3.3-liter) straight-six, but very few XR-7 buyers would have refrained from checking the box for one of the two optional Windsor V8s. I can't tell if we're looking at the 255-cubic-inch (4.2-liter) version or the 302-cubic-inch (5.0-liter) one here, but real-world drivers might not have noticed the difference between the 120-horse 255 and the 130-horse 302, anyway. The non-XR-7 Fox Cougars had five-speed manual transmissions as base equipment (which nobody wanted), but all 1981 XR-7s had automatics.

Does Lincoln Zephyr trademark mean a return to real names?

Lincoln's long history includes many legendary names, and despite its short life, Zephyr retains a spot in that pantheon. Perhaps its will return once again: Ford Motor Co. applied to trademark Zephyr on May 11. Trademark filings can have ambiguous meanings, and often they're legal plays to get or keep the rights to a name. But in the last year, we've seen signs Lincoln is looking to use real names on its vehicles again. Obviously, it's keeping Navigator for its flagship sport-utility vehicle with a new model due next year. Reprising Continental for the MKS replacement was also well received. That said, Lincoln still uses the MKX and MKC "names" for its crossovers. Zephyr is a dustier moniker. It was used in the 1930s and '40s on a mid-level model spearheaded by Edsel Ford. The stylishly aerodynamic model was set between the Ford V8 De Luxe and more expensive Lincolns. It returned in 2006 as the Lincoln version of the Ford Fusion before that model was renamed MKZ. Mercury also used Zephyr on its version of the Ford Fairmont in the late 1970s and early '80s. Ford last held a trademark on the Zephyr name in 2013. The filing says Ford seeks to use Zephyr for "motor vehicles and parts and accessories therefor." That could mean a new car — or just parts. Putting the Zephyr badge back on the MKZ is the most likely bet. Meanwhile, Ford also moved to get the Thunderbird trademark on May 11 for the same vehicles and parts purpose, and it filed for the Mustang trademark for shampoo and lotions on May 4. A Lincoln spokesman said, "In the normal course of our business, we file trademarks for names," but had no further information. Related Video: