By on September 21, 2018

Image: Ford

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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20 Comments on “Ford’s ‘Adrenaline’ Trademark Is Speculation Food...”

  • avatar

    Passenger: “Hmm, no gas gauge?”
    Driver: “I’m running on adrenaline.”

    As a replacement name for the EV Mach 1, Adrenaline works for me.

    • 0 avatar

      As an Mustang owner, it works for me as well.

      If they slap MACH 1 on an electric CUV I can picture the conversation now. (Sitting in traffic.)

      Mrs. PrincipalDan: “What’s that?”

      PrincipalDan: “Ford’s new electric CUV. Called Mach 1.”

      Mrs. PrincipalDan: “Wasn’t that a Mustang? Are they stupid?”

  • avatar

    “Adrenaline” sounds like a dude-bro energy drink. Ford’s karate is weak.

    • 0 avatar

      Your comment sounds like exactly what it is, an attempt to find anything about Ford you can to complain about. Your troll game is weak.

    • 0 avatar

      I have no problem with an ‘extreme’ name like Adrenaline, provided its properly applied. As in something that actually gets your adrenaline flowing, like the SporTrac with mojo, talked about below. ANY electric or hybrid car should be called ‘Novacaine’ instead. As much as I hate electrics and hybrids, at least Nissan and Toyota are being honest when they name their cars sappy names like ‘Leaf’ and ‘Prius’.

      Im sure someone has blather about their greenie mobile doing 0-60 in 3.2 seconds or something loaded into the chamber. Well save it. Because a bullet train or airliner is faster BY FAR than any car, no matter what powers it and theres NOTHING exciting about speed alone without driver engagement and the vehicle having its own unique character.

  • avatar

    Throwback to the XXXtreme 00s! “Adrenalin” (no “e”) was originally going to be the name of the Explorer Sport Trac (no “k”).

    • 0 avatar

      They applied it to a trim level of the Sport Trac. It was actually quite good looking!

      • 0 avatar

        Ford also had a mid 90s concept Ranger named Adrenaline.

      • 0 avatar

        The Sport Trac Adrenaline was pretty damn sharp. V8 power, sport truck/muscle car styling and swagger…pretty stark contrast to how most of these rolled out–Mercury Marquis paint jobs with gobs of chrome and that craptacular V6. Pretty much grampas rides, most of em.

      • 0 avatar
        MRF 95 T-Bird

        It was the performance trim level of the Explorer Sport Trac with the 4.6 modular V8 and Independent rear suspension. Overall a nice package like a mid sized Raptor without a lift.

        • 0 avatar

          Actually, ALL of those 2-gen SporTracs (and the related Explorer) had fully independent suspension and the available V8. First gen SporTracs and the Explorers they came from had the live rear axle and just a V6, although the 302 could be had in some versions of the Explorer with AWD.

          Basically the Adrenaline was mostly an appearance package and I think it had a suspension upgrade for better handling. But that appearance pack was SORELY needed to keep them from looking like the usual old man versions.

          • 0 avatar

            The second-gen Sport Trac was the only one to be fully based off the contemporary Explorer model, a true midsize pickup with IRS. The first-gen was a compact with SRA, a reskinned SuperCab Ranger, and shared almost nothing with the Explorer of the same years.

  • avatar

    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!

  • avatar

    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 something…how 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.

    • 0 avatar

      Go race a Tesla and get back to us about electric snoozefests.

      Here’s some YouTube footage of a Tesla vs. a Hellcat to show what you’re up against:

  • avatar

    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.

  • avatar

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

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