Ford filed the applications with the USPTO on November 26. According to the filings, the trademarks apply to “Motor vehicles, namely, electric vehicles, passenger automobiles, trucks, sport utility vehicles, off-road vehicles, and structural parts, fittings, and badges therefor; metal license plate frames.”
It’s hard to be thrilled about the name. Naming an electric crossover after a Mustang was questionable to begin with. The “E” surely stands for “electric,” but following the word “Mach” — a term that denotes velocity in relation to the speed of sound — with a letter rather than a number renders the term meaningless. Furthermore, we’re already approaching “E” fatigue when it comes to naming electrified vehicles. Porsche has the Mission E (which it has renamed Taycan), Audi has its E-Tron vehicles, Nissan has E-Power and Mitsubishi keeps toying with “e-Evolution,” to name a few.
That said, Ford previously trademarked the Model E name (thus Tesla named its smaller sedan “Model 3“) which could be applied to one or multiple electric vehicles. In that context, applying the “Mach E” name to a performance model makes a bit more sense.
Registering a trademark doesn’t mean the car’s name is set in stone. Hopefully Ford comes to its senses and releases its electric crossover with an original, memorable name.