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Cherokee to return?

by David Zatz on

Chrysler has recently applied for or renewed various trademarks, according to analyst Jim Choate. Of note is Cherokee, for “Motor vehicles, namely, passenger automobiles, their structural parts, trim and badges.” This could indicate that the Jeep Cherokee name will return, replacing Liberty — which was originally to be simply the next generation Cherokee. It also may be a move on Chrysler’s part to simplify things; trademarking Cherokee would also protect “Grand Cherokee,” which is currently registered to Chrysler LLC, the company Cerberus created when it acquired control of Chrysler from Daimler and is good through 2014. The U.S. Patent & Trademark Office (USPTO) notes that ownership of the mark was not automatically transferred to Chrysler Group LLC, the current entity.

While the Plymouth logo was renewed for the fifth time, this does not indicate that Plymouth is to return; numerous classic names are frequently renewed and used in displays, special editions, and parts sales.

Other trademark actions include:

  • Detonator. Application filed. This could be a Dodge trim level or special model.
  • Mojave: Registration granted. Mojave isn’t new; the original filing was date was October 9, 2009 and date of first use was listed as February 2011. “Jeep Mojave” is also being applied for but the USPTO has been waiting for a Statement of Use since last year.
  • Outdoorsman, Yellow Jacket, and Latitude are already in use by Ram, Dodge, and Jeep, respectively.
  • Powered by Natural Gas. In this case, the trademark applied for is a particular graphic with a blue flame; Chrysler has already announced its intention to explore Fiat’s natural gas technology, and has made CNG cars in the past.

David Zatz founded Allpar in 1998 (based on a site he had begun in 1993-94), after years of writing reviews for retail trades. He has been quoted by the New York Times, the Daily Telegraph, the Detroit News, and USA Today. Before making Allpar a full-time career, he was a consultant in organizational psychology. You can reach him by using our contact form (much preferred) or by calling (313) 766-2304


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