Toyota files for 'Supra' trademark

Adding more grist to the new-Toyota-sports-car mill, the automaker has filed with the USPTO for a “Supra” trademark covering “Automobiles and structural parts thereof.”

On one hand, it's routine for companies to protect their dormant trademarks; Toyota previously filed to protect the "Supra" mark back in 2010; that protection expired on January 27th of this year. The new filing was made on Feburary 10th, in the midst of the post-Detroit, FT-1 enthusiast froth. We can't help but hold out hope that there's a bit more weight behind this application than simple maintenance of the status quo.

By Davey G. Johnson