Subaru’s Recently Trademarked Names: A Plea to Not Use Them

What’s with the name Everguide?

Subaru has recently submitted trademark applications for 12 new names to the US Patent and Trademark Office. The applications were specifically for “automobiles and structural parts and fittings therefor.” These names may potentially be utilized for upcoming off-road vehicles, various trim levels, or packages. Additionally, it could also serve as a preventive measure to ensure that these names are not claimed by any other entity.

“Many of them could fit alongside or replace Subaru’s “Wilderness” nameplate,” which is currently utilized for the brand’s toughest models, stated the article. However, the author admits to struggling with understanding some of the other potential names for these vehicles.

Many of these titles seem rather ridiculous, such as Everguide – what does that even mean? The name Viewfinder brings back memories of the popular childhood toy, and both Getaway and Accomplice sound like mainstream action movies directed by Michael Bay.

Highpath, Adventurer, Waypoint, and Trekhunter are definitely superior options. These designations would not seem as unappealing on the rear of a Crosstrek or Outback, at least not any more distasteful than the label Wilderness. Plus, they effortlessly complement Subaru’s rugged and adventurous image.

It remains vague as to what specific purposes the brand intends to assign these names for, or if any of them will ultimately come to fruition. It is common for car manufacturers to register trademarks without employing any of the listed names. Nonetheless, there is always a possibility that in the near future, we may see vehicles such as the BRZ Getaway or the Ascent Viewfinder cruising on the roads.

Source: US Patent And Trademark Office, via AutoGuide