You Asked For It, You Got It: Toyota Secures New Trademark on Supra Name

Toyota has applied to trademark the iconic Supra name, according to documents it filed with the U.S. Patent and Trademark Office on July 16. The company’s previous trademark on the model name expired in 2006, and for the past four years Toyota didn’t bother to renew it. This may be more than just business as usual. Only four days earlier, Toyota CEO Akio Toyoda told journalists in Japan that he wants “to see the next Supra tested in the near future”, although he qualified that by adding “even if one president [Toyoda himself] says that we want to have a Supra again, the whole company is not going to be responding to that request.” We spoke with Toyota’s vice president of external communications, Mike Michels, this afternoon for more info. Toyota, like many other carmakers, categorically won’t comment on future product plans except when, you know, they will. This was a case when they wouldn’t—Michels told us that Toyota likely just registered the name “provisionally” to “make sure we have a lot of latitude to use names in the future.” This is true,

and it happens often. But the trademark system is really designed around use (or honest plans to use the trademark for a product), and, generally speaking, a company would have three years to use the name until it’s considered abandoned. Of course, Toyota hasn’t revealed what it will be calling the on-again, off-again production version of the FT86 concept , which is a joint project with Subaru. Could it be called Supra? There’s also the possibility that the Supra name could be attached to a second, completely different model, leaving the FT86 to adopt the Celica badge. In any event, Toyota filing a trademark for the Supra name—especially when taken with Mr. Toyoda’s comments—is telling, but it’s still too early to bet the mortgage money on any one scenario. Until Toyota finally rolls out a new Supra and puts the speculation to rest—and gives enthusiasts a reason to look at the company again—you can at least enjoy a vintage one . No related posts.

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You Asked For It, You Got It: Toyota Secures New Trademark on Supra Name