Ford Files To Trademark Gen-E, Foreshadowing Another EV

April 10, 2023 12:19 pm

Ford Motor Company has filed to trademark Gen-E in Switzerland, Ford Authority has learned, which could foreshadow the arrival of yet another EV model.

Filed on February 20^th, 2023 under serial number 02269/2023, this application contains the goods and services description of “Motorfahrzeuge, nämlich Automobile, Elektrofahrzeuge, Geländelimousinen und deren Strukturteile,” which translates to “motor vehicles, namely, automobiles, electric vehicles, SUVs and structural parts therefor.”

The Ford Authority Take

Currently, The Blue Oval offers a range of all-electric models including the Ford F-150 Lightning, Ford Mustang Mach-E, Ford E-Transit, and a variety of recently-unveiled all-electric Transit variants in Europe and other parts of the world. However, as the automaker invests $50 billion in electrification with the goal of producing two million EV models annually by 2026, it’s also planning on vastly expanding that lineup in the coming years with the addition of a Puma EV, Ford Explorer and Lincoln Aviator EVs (the former of which has already been revealed in European spec), and “Project T3,” a forthcoming all-electric pickup set to be built at Ford BlueOval City, to name just a few.

Currently, it’s unclear what this trademark filing for Gen-E will be used for, but given its name and trademark description, one could assume that it could be used on a singular EV model or an entire family of all-electric vehicles. In Europe alone, FoMoCo is set to launch seven new EV models by 2024, with more in development, to boot.

Thus, this new trademark filing could foreshadow at least one of those models or perhaps an entirely new lineup, one sporting a brand new name that follows the automaker’s current strategy in that regard. And while this filing comes to us from Switzerland, specifically, it could also very well be used in other parts of the world, too.

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

By Brett Foote

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.