Honda Trademarks ADX Name for Acura Brand

honda trademarks adx name for acura brand

Honda has filed to trademark ADX with the United States Patent and Trademark Office (USPTO), presumably so it can use the name for an upcoming luxury model. While Honda has previously sold vehicles with alphanumeric monikers ending in the letter X, that’s literally Acura’s entire lineup and it’s supposed to be delivering a few new models to round out its rather limited selection.

Car and Driver, which initially shared the trademark news, speculated that the name could be used for the electric vehicle General Motors will be building for Honda Motor Co. We already know the Honda variant will be named Prologue, so there would be room for a prospective Acura ADX.

Both EVs are said to be manufactured by GM using its Ultium battery platform. But the Honda Prologue coming together at the Ramos Arizpe facility in Mexico in 2023, whereas the Acura model will be moving down the assembly line in Spring Hill, Tennessee, sometime in 2024. That should provide sufficient time for Honda to work with the USPTO to get the ADX name in order and have the necessary badging manufactured and shipped so it can be slapped on the back of the (so far as we know) midsized crossover.

Though there’s nothing guaranteeing the name actually gets used. Honda might simply like the way ADX sounds and wants to retain ownership in case it needs it for something else. There’s nothing prohibiting its luxury arm from attaching the moniker to other vehicle types, Car and Driver just noted that the EVs are on the docket and that the Acura version is as-of-yet unnamed:

Nevertheless, if we were the gambling type, we wager Acura pins the ADX name to its forthcoming electric SUV that’s due to be built by General Motors. Despite it likely sharing a platform, powertrain, and battery pack(s) with other GM EVs that use the company’s Ultium battery-electric vehicle bits, the electric Acura SUV still ought to wear distinct exterior and interior decor that reflects the luxury brand’s current design language.

Likewise, we believe Acura’s electric SUV will share few — if any — body panels with its Honda-badged kin that GM is also set to build for the Japanese automaker. Whereas Acura’s yet to formally reveal the name of its GM-built electric SUV, Honda confirmed its variant will sport the Prologue designation.

Considering that it’s nearly 2022, Honda Motor Co. probably won’t leave us guessing for much longer. The product in question has already been confirmed and it’s just a matter of time before the monthly teasers begin. Acura is going to need to have its upcoming EV named by then, as there’s not much marketing value in having the press continue calling it the “upcoming EV.”

[Image: Acura]

Join the conversation
5 of 17 comments
  • Bunkie I so wanted to love this car back in the day. At the time I owned a GT6+ and I was looking for something more modern. But, as they say, this car had *issues*. The first of which was the very high price premium for the V8. It was a several thousand dollar premium over the TR-7. The second was the absolutely awful fuel economy. That put me off the car and I bought a new RX-7 which, despite the thirsty rotary, still got better mileage and didn’t require premium fuel. I guess I wasn’t the only one who had this reaction because, two years later, I test-drove a leftover that had a $2,000 price cut. I don’t remember being impressed, the RX-7 had spoiled me with how easy it was to own. The TR-8 didn’t feel quick to me and it felt heavy. The first-gen RX was more in line with the idea of a light car that punched above its weight. I parted ways with both the GT6+ and the RX7 and, to this day, I miss them both.
  • Fred Where you going to build it? Even in Texas near Cat Springs they wanted to put up a country club for sport cars. People complained, mostly rich people who had weekend hobby farms. They said the noise would scare their cows. So they ended up in Dickinson, where they were more eager for development of any kind.
  • MaintenanceCosts I like the styling of this car inside and out, but not any of the powertrains. Give it the 4xe powertrain - or, better yet, a version of that powertrain with the 6-cylinder Hurricane - and I'd be very interested.
  • Daniel J I believe anyone, at any level, should get paid as much as the market will bear. Why should CEOs have capped salaries or compensation but middle management shouldn't? If companies support poor CEOs and poor CEOs keep getting rewarded, it's up to the consumer and investors to force that company to either get a better CEO or to reduce the salary of that CEO. What I find hilarious is that consumers will continue to support companies where the pay for the CEOs is very high. And the same people complain. I stopped buying from Amazon during the pandemic. Everyone happily buys from them but the CEO makes bank. Same way with Walmart and many other retailers. Tim Cook got 100m in compensation last year yet people line up to buy Iphones. People who complain and still buy the products must not really care that much.
  • TDIGuy Glad to see this discussion come up just as my Facebook is being flooded with ads for a race track event coming up near Toronto. Seems to be billed as a chance to see a lot of exotic cars, but also watch various categories of cars on the race track. This is the kind of event that might generate some interest in getting on the track.Sorry for lack of detail, but I'm not doing this in attempt to spam, but more to show there are attempts being made to increase interest. That said, someone made the point that there are less and less people out there with something that could be driven on a race track (i.e. a car), so it does leave it to the grass roots type of racers to keep this going.