Ford Trademarks 'Mach E' - You Know It'll Be a Crossover

Matthew Guy
by Matthew Guy
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.

[Image: Ford/YouTube]

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  • Jalop1991 Jalop1991 on Dec 06, 2018

    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"?

  • WallMeerkat 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.

  • Jeff S Corey--We know but we still want to give our support to you and let TTAC know that your articles are excellent and better than what the typical articles are.
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  • Sckid213 I actually do agree that most Nissans are ultimately junk. (I also think many BMWs are also). I was talking challenging the 3 in terms of driving dynamics. Agree all were failures in sales.
  • THX1136 More accurately said, we are seeing exponential growth in the manufacturing capabilities in this market. Unless, of course, all those vehicles are sold with customers waiting until more a produced so they can buy. Indeed, there are certainly more EVs being purchased now than back in 2016. Is demand outstripping manufacturing? Maybe or maybe not. I sincerely don't know which is why I ask.
  • ToolGuy The page here (linked in the writeup) is ridiculously stupid, seriously stupid, e.g., A) Not sure that particular Volvo is killing the planet as quickly as some other vehicles we might choose. B) A Juke is "huge"??? C) The last picture shows a RAV4 Hybrid?