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Trademark Updates: New Dodge won’t be Hornet; Cuda refused

by Bill Cawthon on

According to a report in today’s Detroit News, Reid Biglund, CEO of Dodge, says the brand’s new compact sedan will not be called Hornet, despite the fact government records show Chrysler Group applied for trademark registration of the word “Hornet” as a vehicle brand on October 21 of this year. “Hornet” was one of four marks Chrysler submitted for registration on that date.

Biglund says the car will most likely make its debut at the North American International Auto Show in January, but the name could be revealed in a few weeks.

Chrysler’s application to trademark the name “Cuda” reported by Allpar last December has been turned down by the U.S. Patent and Trademark Office. According to a communication sent to Chrysler by Kim Teresa Monighoff, the USPTO attorney assigned to the application, Chrysler failed to overcome objections raised by the examiner in August of this year. The determination was that “Cuda” conflicted with “AAR Cuda” which has been registered to Dan Gurney’s All-American Racers of Santa Ana, California, since February of 2009. All American Racers uses the trademark primarily for collectible merchandise. While Plymouth produced an AAR Cuda, the sibling to the Dodge Challenger T/A, All American Racers’ claim to ownership is the three Plymouth Barracudas built by Gurney’s company in 1970.

Chrysler attorneys said the automaker was attempting to get All-American Racing to surrender the trademark but the timeframe for an appeal is running out.

Bill Cawthon grew up in the auto industry in the 1950s. His Dad worked for Chrysler and Bill spent a number of Saturdays down on the plant floor at Dodge Main in Hamtramck. Bill is also the U.S. market correspondent for, a British auto industry publication, and a member of the Texas Auto Writers Association, which has named the Jeep Grand Cherokee the “SUV of Texas” several times and named the Ram 1500 as the “Truck of Texas” two years running.

Bill has owned five Plymouths (including the only 1962 “Texan”), one Dodge and one Chrysler and is still trying to figure out how to justify a Wrangler. He also has owned at least one of every 1:87 scale model of a Chrysler product. You can reach him directly at (206) 888-7324 or by using the form.

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