A slew of recent trademark filings by General Motors had us daydreaming about the return of Chevrolet models like the El Camino and Nomad, but alas, Automotive News is reporting that the automaker is just keeping up on its paperwork. In order to prevent losing the names to other companies, automakers have to routinely renew the trademark filings for previously used names.

To realize the importance of name trademarks, we only have to look to the Ford Fusion. As the story goes, Ford originally wanted to call this new sedan the Futura, but Pep Boys had assumed control of the name for a line of tires forcing Ford to choose another name. With the Holden Commodore heading back to the US as the Chevrolet SS, we'd still like to believe there's a Holden Ute pickup heading our way with a bowtie on the grille.

While the article all but shoots down our hopes of a new El Camino or Nomad, it makes no mention of the ZR2 name, which also recently came up in similar trademark paperwork and was an off-road-ready trim level on the S10 and Blazer.


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    • 1 Second Ago
  • 21 Comments
      bluemoonric
      • 2 Years Ago
      Too bad. A Camaro based El Camino with a V6 would make a fuel efficient daily driver to replace my truck.
      jtav2002
      • 2 Years Ago
      I'd say the example of Ford with the Fusion worked out to Fords favor in the end.
      md_stew
      • 2 Years Ago
      This news I was hoping was a glimpse of things to come. Im still hoping to see both in the near future.
      GC
      • 2 Years Ago
      Futura was a wonderful name
      domingorobusto
      • 2 Years Ago
      >:( Booo. I want a Maloo dammit.
      carguy1701
      • 2 Years Ago
      >To realize the importance of name trademarks, we only have to look to the Ford Fusion. Mr. Ross, I think the Ford GT would be a better example of that, wouldn't you?
      EJD1984
      • 2 Years Ago
      I wonder if this is why the SS isn't called Chevelle since there is a rock band using that name?
      bubba_roe
      • 2 Years Ago
      All the Jethros and Cleatuses of the trailer park will shed a tear tonight.
      Cool people
      • 2 Years Ago
      New EL Camino would be a HIT, like new Camaro is. Light weight weekend warrior with 2.0 Turbo standard . I'm buying!
        Slizzo
        • 2 Years Ago
        @Cool people
        I don't think you understand quite how big the VE/VF platform is.. (Which would be the vehicle they would use to put this on our roads, as the vehicles already exist in Australia)
        Brodz
        • 2 Years Ago
        @Cool people
        What 2.0L Turbo?
      Dump
      • 2 Years Ago
      Geez, thank God the Futura name was taken..."Fusion" meshes better with Ford's current styling. "Futura" would have been a disaster - can even imagine the marketing for that.
      Neil
      • 2 Years Ago
      that is why its call ford flex.. they were going to use fairlane, but at the time both fairlane and ltd were being used on car in australia by ford.... the ltd/fairlane would have been great over here in the US to replace the crown vic, town car... since pontiac was going to have a version of the holden ute, i can bet there will be an el camino.
      Muttons
      • 2 Years Ago
      I believe companies periodically need to renew trademarks or risk losing them to others. This was probably one of those times.
        Muttons
        • 2 Years Ago
        @Muttons
        In other news, I just repeated what the article said. That's what i get for only reading the headline:(
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