Ford's 'Adrenaline' Trademark Is Speculation Food

Steph Willems
by Steph Willems
fords 8216 adrenaline trademark is speculation food

Well, it’s not ending up on a sedan, that’s for sure. A Canadian trademark filing shows Ford Motor Company wants to emblazon the word Adrenaline on an upcoming model, and the automaker’s insistence that traditional passenger cars aren’t worth bothering with points to a future use on something rugged in nature.

Either the name’s bound for the rear liftgate of the so-called Baby Bronco, or Ford caved to the wishes of hard-core purists who don’t want the Mach 1 name anywhere near an electric crossover.

The trademark, uncovered by AutoGuide, is nowhere to be found in Ford’s U.S. Patent and Trademark Office list, but the automaker’s Canadian arm was probably just first out of the gate.

While the two aforementioned products immediately come to mind, it’s possible the name heralds a new trim level for an existing truck or SUV. “Adrenaline” inspires images of a light teal graphic splashed along the side of a 1990s sport truck. However, Ford already has no shortage of trim levels and appearance packages available for its rolling stock.

This brings us back to the Baby Bronco — a small, butchy crossover slated to arrive around the same time as, or shortly after, the larger Bronco’s reappearance, and the brand’s Mustang-inspired electric crossover. Both of those models will launch as 2020 model year vehicles.

Ford earned itself no shortage of backlash after announcing the upcoming EV as the Mach 1 at January’s Detroit auto show. Since then, the automaker has walked back the naming, scrubbing it from its online history.

[Image: Ford Motor Company]

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  • MrIcky MrIcky on Sep 21, 2018

    I'm ok with the name as long as it's applied to a vehicle that actually seems to deserve it. If it's put on a 1.4l CUV I'll have to dunk my head to keep from RAGING!

  • MoparRocker74 MoparRocker74 on Sep 21, 2018

    Naming a snoozefest electric POS 'Adrenaline' is preposterous. Ford is truly run by morons if they think that's gonna fly. Its just as dumb as calling Nissan's porky dumpy CUV with a wimp engine the "Rogue" or the Jeep Soul/xB the "Renegade". Trying to butch up a soft appliance grade vehicle with some swashbuckling name it doesn't deserve is cynical at best. "Adrenaline" is a solid name for about do some REAL WORK and develop a twin turbo 5.0 V8 powered Bronco or Mustang...that would deserve 'Adrenaline' just like a Wrangler with a 392 Hemi would deserve the 'Renegade' trim package.

  • Superdessucke Superdessucke on Sep 21, 2018

    Maybe it means they'll be including a syringe of it in the glove compartment, so you're not totally bored when driving one of their bloated, soft riding, automatic high riders.

  • Dilrod Dilrod on Sep 23, 2018

    Ford Pheromone has a nice ring to it and is more to the point.