Ford Trademarks 'Mach E' - You Know It'll Be a Crossover
Earlier this year, the Blue Oval raised the ire of die-hard fans when it was rumoured the company would use the Mach 1 name on an upcoming electrified vehicle. Ford might be making some odd decisions lately, like refusing to bring the Ranger Raptor to America, but they’re not completely tone deaf.
Which helps explain a patent filing uncovered earlier this week. In it, Ford seeks to trademark the name “ Mach E.”
Speculation abounds regarding Ford’s future product plans, especially since the company is playing its cards quite close to the chest — much to the dismay of Wall Street. Will the Mustang spawn a sub-brand containing a four-door coupe and electrified SUV thing? Will the Bronco name be appended to a bunch of off-road machines in an attempt to beat Jeep?
Speaking to the latter point, there is little doubt that suits in the Glass House would like nothing more than to steal some of Jeep’s lunch money, especially since there’s a very good chance the Jeep brand will soon crest one million units in annual sales. To pull this off, Ford will need a cadre of square and tough-looking SUVs and crossovers. A lineup looking like the so-called “baby Bronco” leaked from the dealer meeting in Vegas might be just the ticket.
Regardless of all this, the Mach E (and Mach-E) filing originally discovered by The Drive is another tangible clue to Ford’s electrified future. Ford casts a broad net with the trademark document, specifying the document pertains to “motor vehicles, namely, electric vehicles, passenger automobiles, trucks, sport utility vehicles, off-road vehicles, and structural parts, fittings, and badges therefor; metal license plate frames.”
Plate frames? Well, dealership accessory departments will be happy.
A new Mach E could also be a new trim level for the expected hybrid Mustang. Given the market’s preference for crossover machines, however, there’s every chance in the world this name will end up on an electric SUV. And, yes, there are occasions when trademark applications are filed simply to protect a cool idea and doesn’t actually turn into anything.
WallMeerkat on Dec 07, 2018
MachE? As in the French salad? Or Papier Mache, where you cover a balloon in paper pulp, dry it then pop it? I've no doubt it'll be an EV CUV, it would be hard to make a business case for anything else. I just hope the 4 door Mustang looks frankly as good as some of the renderings have made it look, like a poor man's Aston Martin Rapide.
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