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Hornet Returns, Grand Wagoneer Trademarked

by David Zatz on

Fiat Chrysler has trademarked two old names, both from the AMC side of the house: Hornet and Grand Wagoneer.

While Grand Wagoneer has all but been made official — complete with the unnecessary “Grand,” used only briefly in the Wagoneer’s long run — Hornet is a minor surprise, and a puzzler. The name was applied by AMC to their compact car, and later used on a small “Dodge” car that was to be engineered and produced by a different company.

A Dodge Hornet could be something smaller than Dart, a replacement for the Dodge Avenger, or a variant (coupe, hatch, crossover) of a future rear wheel drive Dodge Avenger. The latter may be most likely, given Alfa Romeo’s plans to make large complete product line mainly out of a single flexible mid-engine platform and architecture, which FCA CEO Sergio Marchionne has already said will be shared with Dodge. (Chrysler is likely participating in development as well, though given the desire to make Alfa Romeo a premium brand untainted by mainstream American engineers, this would not be publicly announced.)

The Hornet name could also be used by Chrysler, instead of the prosaic “Chrysler 100.”

Steven St. Laurent notified Allpar of the filings two days ago.

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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