Ford has a strong history of iconic vehicle names—Bronco, Mustang, and Explorer, to name a few. But the Blue Oval has also had its share of stinkers, with names like Escort, Pinto, and Probe. Now, as the company gears up for a new era of electric vehicles, recently filed trademark applications could hint at what's to come.
According to filings with both the US Patent and Trademark Office (USPTO) and the European Union Intellectual Property Office (EUIPO), Ford is seeking trademarks for four new names:
- Fathom
- Fuze
- Hive
- Mythic
While they might sound like something out of Game of Thrones, Ford appears to be reserving those nameplates for future production models or trims. As noted by Ford Authority, the USPTO filings were submitted on August 5, 2025, and specifically designate the names for:
'Motor vehicles, namely, automobiles, trucks, vans, sport utility vehicles and structural parts therefor; Electric cars; Automobiles; Pick-up trucks; Electric vehicles, namely, electric passenger automobiles, pick-up trucks, vans, sport utility vehicles and their structural parts.'
Ford also filed a trademark for the name "Ranchero" on August 5, just days before announcing plans for a $30,000 electric pickup truck. Coincidence? Possibly. In the same filing, the company revived the "Evos" name, previously used on a production SUV in China (and a concept from 2011).
It's unclear how—or even if—these names will be used on production models. Automakers often trademark names in bulk, hoping one may eventually stick.
Interestingly, Ford also recently posted a job listing for a "Nomenclature Strategist," tasked with developing names that align with the company’s "broader brand architecture." The role reports to the Director of Global Nomenclature.
While nothing is confirmed, the multiple trademark filings across various regions may signal Ford’s next phase in electric vehicle development. For now, we’ll have to wait and see.
Source: USPTO via Ford Authority
