Ford files trademarks for Escort and other classic car names in Europe and Australia

Ford has shown an interest in the names of several of its classic cars, as evidenced by a selection of recent brand applications. The company seems to be considering using the names Corsair, Cortina, Grenade, Orion, and Escort once again.

The names, inspired by classic Ford vehicles, have been registered with the brand’s offices in Europe, Australia and New Zealand, as first reported by Ford Authority. All relate to “land motor vehicles and their parts and accessories” and all were filed on December 23, 2021 with the European Patent and Trademark Office.

The claims join the name “Thunderbird,” for which Ford filed legal claims in the United States earlier this year. The company also brought back the nickname “Lightning” for its electric version of its F-150 pickup truck.

Also read: Ford would like to revive more classic names for future models

In addition, Ford also chose to use a classic name for its first modern electric vehicle, the Mustang Mach-E. Indeed, Ford has expressed an explicit interest in using classic names with established commercial appeal in modern vehicles.

“There are a lot of things from China that are very competitive, and the Koreans are already very competitive with great designs and strong technology, so the question for manufacturers like Ford is ‘how do you position yourself?’ Ford’s European design director Murat Gueler said in September. “I think we have the unique advantage of having nameplates from the past that we can tap into to move our product and tell stories that no other brand can tell.”

Since the Mustang Mach-E has performed so well, the company may be looking to harness its familiar past to facilitate customers in its new electric vehicles. That said, the use of classic names doesn’t seem to be limited to electric vehicles at Ford.

The company recently chose to use the Raptor name for its high performance Bronco instead of Warthog because of its brand recognition. The Bronco name is also a revival, as is the name of the recently introduced Maverick small pickup, which was previously used by Ford in the 1970s.

Even though these names are used, it is not certain that they are electrical. If they aren’t, however, they won’t have long in the market before going electric, as the automaker wants to be fully electric in Europe by 2030.

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Mary I. Bruner