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New trademarks include EcoDiesel

by David Zatz on

Chrysler has filed for a number of new trademarks, including:

EcoDiesel — this has gotten widespread media coverage, though most Mopar followers already knew the 3.0 liter VM diesel would be coming to North America soon. It seems to be created to copy Ford’s success with its “EcoBoost” engines, which did something Chrysler was never able to when it pioneered the use of turbocharged engines in mainstream American cars: provide a catchy name for the technology that made gas-mileage advantages clear (Chrysler’s four-cylinder turbos were primarily intended to fill in for missing V6 engines, but generally provided higher gas mileage than the V6 options). The Cummins diesels in Class II – Class V Rams have been a primary selling point for many years, and many owners believe they provide superior gas mileage to Ford’s and GM’s diesels, but Chrysler never applied a slogan which would make that obvious.

The 3.0 designator within the logo shows what has already been announced: that a 3.0 diesel will be used.

Other trademarks include:

  • AllSecure (interCaps applied by Allpar) is a locking system for trucks which locks the truck doors, tailgate, and toolbox at once.
  • Longitude and Moab are likely to join Latitude as trim levels or special editions.
  • Dart Aero was announced some time ago. This will be a Dodge Dart optimized for at least 41 mpg, with low-rolling-resistance tires, different gearing (likely from a dual-clutch automatic), the Fiat 1.4 turbo engine, and other features.
  • Ram Jam is to be used for a series of live concerts sponsored by Ram. This was also announced some time ago.
  • Midnight has joined Obsidian as a “black themed” trademark, presumably for a car with blackout features. The Dart Rallye shows how Chrysler has been using blackened components as a theme.
  • Trailhawk, which has already been used for Jeep Grand Cherokee concepts, has been trademarked.
  • Diversified certified has been trademarked for extended warranties.
  • Chrysler Capital has, though Sergio Marchionne has repeatedly talked about keeping financing separate from automaking, been registered as a financing trademark. Chrysler might offer other companies’ services through this organization.
  • Jeep Xtreme Performance with the stylized letters JXP is being used for sporting and camping gear.
  • HFE – High Fuel Efficiency has been applied for as a mark. At least one other company has designated an HFE model, which should make this interesting. The mark has not yet been approved; the filing only took place on June 20.
  • Get Stung was applied for earlier this year for clothing and accessories.

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