Speculation

Toyota seeks Trailhunter trademark, but for what?

Is a production version of the Toyota FT-4X Concept on the horizon?

Photo courtesy of Toyota Motor Sales U.S.A. Inc.

Earlier this year, Toyota made news with the revelation that they'd put in a trademark application with the United States Patent and Trademark Office (USPTO) for the phrase "Grand Highlander". Now, the company is making news for another trademark filing. This one is for the word "Trailhunter".

The trademark of "Trailhunter" was applied for under the "Automobiles and structural parts thereof" section of the application for a word mark as a standard character mark. This is identical to how the RAV4 Prime application was filed in November 2019.

It is different than other automaker trademark requests. For example, Ford Motor Company applied for the "Bronco Sport" work mark with a much broader specified area of commitment for the words:

"Land motor vehicles, namely, passenger automobiles, pick-up trucks, sport utility vehicles; land motor vehicle parts for passenger automobiles, pick-up trucks, sport utility vehicles, namely, shock absorbers, shock absorbing springs, vehicle anti-roll bars, braces for suspension struts, exterior metal decorative and protective trim, exterior plastic extruded decorative and protective trim, differentials, gear shifts, hoods, fascia, steering wheels, seat trim, parking brakes, wheels, brake discs, brake calipers, brake pads, engines, engine or motor mufflers, exhaust pipes, exhaust headers, air intakes, oil fill caps, coolant fill caps, engine valve covers, ignition coil covers, radiators, and exterior insignia badges"

The "Trailhunter" mark is currently in the 1B stage of the trademark process.Following the initial filing the USPTO reviews the application. From there, it is decided whether or not the application will be approved. Upon approval, the mark is published for opposition reaction. If it passes without opposition, a Notice of Allowance is issued. From there, a statement of use needs to be filed, then reviewed before the trademark is officially filed.

If the mark is not initially approved, there is a rebuttal process and subsequent amendments to the initial filing are allowed. After that process is complete, the Notice of Allowance can be issued, or the trademark request can be rejected outright.

For the "RAV4 Prime" mark, the entire process took about a year with the mark published for opposition in February 2020 and the registration was completed in December 2020. The "Bronco Sport" mark was published for opposition in April 2020 and has yet to reach the final approval stage.

So, what does it mean? Nothing is official yet. Some think that the Trailhunter may be a new small SUV that is trail-ready in the vein of the Ford Bronco Sport. I may line up against the RAV4 line the Escape and the Bronco Sport align in the Ford lineup. A few years ago Toyota debuted the FT-4X Concept, a four-door four-wheel drive crossover.

Toyota FT-4X Concept

Photo courtesy of Toyota Motor Sales U.S.A. Inc.

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On the other hand, Toyota has been playing with the word "trail" for the 2021 model year, giving the Tacoma, Tundra, and Sequoia Trail Edition variants.

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The 11th-generaiton Honda Civic Sedan has broken cover.

Photo courtesy of American Honda Motor Co.

Marie was a little bit country and Donny was a little bit rock and roll. The design of the redesigned 2022 Honda Civic Sedan looks a little bit modern and a little bit vintage - and it's all a heck of a lot less polarizing than the previous generation.

Today Honda has offered the first official fully lighted glimpse of the 11th-generation Civic, which is set to officially debut April 28. The design of the model was previewed last year with the Civic Prototype.

2022 Honda Civic Prototype The 2022 Honda Civic Prototype showed off a nearly production-ready design late last year. Photo courtesy of American Honda Motor Co., Inc

Honda openly admits that the look of the new Civic was inspired by the last. Head into the trove of internet photos of the fourth- and fifth-generation Civic to see parallels in design. Honda said that designers upheld Honda's human-centric design philosophy in the new model while also increasing the safety.

The result is a car that looks very much like a sedan but still retains sporty attributes. It also looks more like the Accord in this generation than the last. In the photo provided by Honda, the new Civic is in Touring trim level form.

Honda said that the car's interior design, which they haven't shown photos of yet, is "uncluttered", has "simple ergonomics", and delivers "exceptional visibility".

The 2022 Civic will arrive on dealership lots this summer.

Also this summer, the Honda Civic Tour will return for its 20th season. There will be two stops on the virtual tour that will be livestreamed on the Honda Stage YouTube channel. The first event will start at 5:00 p.m. PT, on April 28. The virtual concert event on Twitch will also give Civic Tour fans a special first look at the all-new 2022 Honda Civic Sedan around 6:00 p.m. PT, leading into the performance.

As previously announced, the all-new Civic Hatchback will follow Civic Sedan production by several months. Details about Civic Hatchback, to be manufactured by Honda in the United States for the first time in its history, will follow later this year. The Civic Hatchback will be built at the company's Indiana auto plant.

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David Beckham is the new face of Maserati.

Photo courtesy of Maserati

David Beckham is turning his passion for supercars into a side gig. The former Manchester United midfielder has become the new face of Maserati.

Beckham has a long history as a car nut. He's owned Rolls-Royces, Bentleys, McLarens, Cadillacs, Audis, Aston Martins, Jaguars, BMWs, Lamborghinis, Ferraris, Hummers, and Jeeps, just to name a few. A year ago an Aston Martin Volante owned by Golden Balls went under the hammer and a little later in the year he was named one of the top five celebrities people would prefer to have deliver their new car to their home.

Maserati has a number of new projects up its sleeve besides partnering with Beckham. The company recently launched the new Ghibli Hybrid, a vehicle that the Modena-based manufacturer sees as a jumping off point for the new version of the brand - one where electrification and performance take center stage. Call it the Italian version of Akio Toyoda's famous "no boring cars" statement.

"The Brand is moving forward, inaugurated a new Era. Maserati is driven to challenge the status quo being innovative by nature, powered by passion, and unique by design. The partnership with David is the embodiment of all these values,: said Paolo Tubito, Maserati Chief Marketing Officer.

For 2021, Maserati also added a trio of Trofeos to its lineup. The The Maserati Levante Trofeo,. Ghibli Trofeo,and Quattroporte Trofeo are the most extreme versions of the vehicles available new from the manufacturer.

Beckham makes his debut in a new movie featuring the Levante Trofeo, performing the "audacious" act of driving a Maserati. The setting is Miami, the home city of Club Internacional de Fútbol Miami, an MLS soccer club that Becks co-owns with Marcelo Claure, Jorge Mas, Masayoshi Son, and José R. Mas.

Maserati and David Beckham: two of a kind www.youtube.com

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