By on December 6, 2018

Image: Ford/YouTube

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.

[Image: Ford/YouTube]

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12 Comments on “Ford Trademarks ‘Mach E’ – You Know It’ll Be a Crossover...”


  • avatar
    raph

    Man some marketing genius at Ford just can’t let that go!

    Lighting Ford… Lightning for your high performance ESUV.

    Mach E just sounds silly.

  • avatar
    forward_look

    If there were enough high power chargers around these parts, I could talk my spouse into getting an EV. It’s the spending 3 hours charging on the way to see the grandkids that is a hard sell. There seem to be a lot more gas stations now.

  • avatar
    brettucks

    I would like to see a Ford BEV to go against the tesla3 and if it looks anything like the teaser picture it looks pretty good to me. If VW is going electric this might be even easier with some shared stuff.

    Perhaps better against the Tesla S as a halo car.
    Im not suggesting the car has to do everything an ICE can do like ‘refuleing’ within 5 minutes.

  • avatar
    Superdessucke

    For true candor, they should call it the Mock E.

  • avatar
    FreedMike

    If they named it “Mach 5” I might be good with it.

  • avatar
    dukeisduke

    What kind of idiots is Ford employing in the marketing department? I’m guessing no one there remembers what happened when they floated the idea of replacing the Mustang with later became the Probe?

    As for me, I’m looking forward to seeing Jim Hackett burned in effigy.

  • avatar
    jalop1991

    Mach E….

    So who else envisions a BEV that looks remarkably like a BMW X6 or a M-B GLC?

    All dressed up with Mustang cues.

    Yes, a lifted 4 door coupe Mustang. BEV.

    The boardroom is salivating at the thought.

  • avatar
    Lightspeed

    The “Mach” name should be used only on a Mustang.

  • avatar
    jalop1991

    Is it time to declare that “crossover” sounds too much like “crossdresser,” manufacture the outrage on social media, and start calling these things “trans cars”?

  • avatar
    WallMeerkat

    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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