Ford Authority

Ford Model E Trademark Filing Suggests New Branding For EV Lineup

Ford Motor Company has filed to trademark “Ford Model E” with the United States Patent and Trademark Office (USPTO), Ford Authority has learned.

Filed under the serial number 021023026036038, this application contains the goods and services description of “motor vehicles, namely, automobiles, pick-up trucks, electric vehicles in the nature of automobiles, sport utility vehicles, off-road vehicles, and their structural parts.”

The Ford Authority Take

As Ford Authority reported back in March, Ford is splitting itself into two distinct entities – Ford Model e for EVs and Ford Blue for ICE-powered vehicles – as it works to better compete in the former, quickly emerging space. However, this trademark filing seems to indicate that the automaker will use Ford Model e as more than just a division within FoMoCo, instead casting it across the entire company as a giant umbrella of sorts for all of its EV-related ventures, including software, chargers, data, battery recycling, and various other goods and services.

This doesn’t come as a huge surprise given the fact that Ford expects to generate $45 billion from in annual revenue from its Ford Pro commercial vehicles business by 2025, as well as another $20 billion in annual revenue from connected vehicle services by 2030. Advanced driver-assist services, or ADAS, figure to be a big-time profit generator for The Blue Oval in the coming years, which is why it’s betting big on that category, particularly in terms of all-electric vehicles.

Unlike the division it’s named after, the Ford Model e moniker is certainly nothing new, however, as an EV bearing that nameplate was previously rumored to enter production in September 2019 as both a crossover and sedan, though those rumors obviously never quite came to fruition.

We’ll have more on this and all of Ford’s trademark filings soon, so be sure and subscribe to Ford Authority for the latest Ford trademark news, Ford business news, and ongoing Ford news coverage.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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  1. Lance

    I find this funny after Ford and Tesla got into it years ago saying that E should not be used because it too phonetically similar to T, one of the first models ford released and people would get confused. but here’s ford using it.


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