Model names usually remain the property of their original owner. The trademark gets renewed again and again, long after the vehicle bearing the name shuffles into retirement, lest it fall into someone else’s hands.
In this case, three automakers have placed the name somewhere on a vehicle.
That name is Hornet, and recent U.S., Canadian, and Mexican trademark applications show that Fiat Chrysler — and especially the Dodge brand — wants to keep it secure. But why?
The trademarks, first reported by Motor Trend, are for both the Hornet nameplate and the Dodge Hornet designation. A rich history follows the Hornet name around. First affixed to the revolutionary Hudson Hornet, with its step-down body and inverted bathtub shape, the name eventually found its way to the American Motors lineup. The AMC Hornet was hardly a Javelin, but it wasn’t a Renault, either.
After AMC’s late-’80s acquisition by Chrysler Corp., the name entered the Pentastar fold.
The last time anyone heard or saw “Hornet” was in 2006, on a concept car that never reached production. The Dodge Hornet compact hatch bore a face reminiscent of the Dodge Nitro. Now, FCA wants to ensure that name stays fresh.
While the flurry of applications is not confirmation of an upcoming Dodge Hornet, the timing suggests exactly that. After so many years of status quo, the Dodge brand is in flux. Grand Caravan production ends in a couple of months. The Journey is believed to be in its final model year. Durango? Its long-term future is unknown. Consolidation could lie in store for some models.
The only thing that’s certain at this point is that “Hornet” will not find a home on a new sedan or coupe. There’s safe money in betting on a crossover vehicle, though what size we could expect is uncertain. FCA’s obviously staying mum on the whole thing, so stay tuned for breaking Dodge news — which happens to be among the rarest kind of news.
[Image: Bark M./The Truth About Cars]
Perhaps a retro Hudson Hornet? No? Ok, a Journey replacement would be my guess
Can the Datsun “Honey Bee” be far behind?
I think you’re on the money with Journey. The Charger/Challenger names have a ton of brand equity and recognition, I don’t see them being renamed.
The Journey also has a ton of brand recognition and equity, but none of it is good. As well, if/when the Journey goes away it takes with it a huge pile of revenue unless Dodge plugs that hole.
Better to start fresh with a new name and a new vehicle. I think it’ll do well if they imbue enough Dodge character into it.
Dodge Hornet? It doesn’t exactly have a ring to it. There are other names they could bring back, like Monaco, Polara, or Seneca. If they use Plymouth names, it could be Valiant, Fury, Belvedere, or Savoy.
“Hornet” was rumored to be on the short list of potential names for what became the 2013 Dart.
Well they have helped to destroy any sentimental value linked to the ‘Dart’ name.
So for an entry/lower priced vehicle Valiant or Fury might work best.
As for the Journey there was and perhaps still is a significant market for it. If you want a new vehicle that is affordable, has good ride height, good sightlines/greenhouse and a larger interior volume than a sedan/coupe/small CUV then the Journey is your choice.
In my neighbourhood the Journey is the #1 choice among retirees.
They’re bringing back the 4WD AMC Hornet wagon! That might be a Journey replacement, but a version of it could replace the Compass/Patriot. The Patriot has already been discontinued, but the Compass’ days are numbered. There was talk of using the small platform that’s under the Renegade, but that car is tanking in sales. A compact model might be a better idea.
Another old Hudson name rises from the ashes. The “Fabulous Hudson Hornet”‘s of old.
AMC Hornet? Nothing more than a bucket of bolts.
The only Hornet worth its name is the F18. A fine weapon system maintained by Navy and Marines; to be called upon sowing destruction on whom we chose.
The Coronet!
…don’t do it Dodge. Just don’t.
My guess is a CUV based on the Stelvio.
Hudson Hornet with “Twin H – Power” .
There was a Wasp too, in the middle 1950’s .
-Nate
The Wolseley Hornet dates back to 1930, it was a small car with a straight-six motor. Not sure if the Wolseley brand is now owned by BMW or by the Chinese.
That one was before my time, but I remember seeing the ’60s Wolseley Hornet which was an upscale version of the Mini.
To me Hornet associates with Boeing Super Hornet which is definition of super cool. I do not remember that Dodge ever had Hornet model. I know though about Hudson Hornet because it was kind of legend and I am interested in classic cars. So I do not think regular folks associate Hornet with old Dodge or AMC model. Well may be very old folks.
Well, Dodge is supposed to be the sporty nameplate, so a tie-in to the F/A-18 Hornet would be a natural. The thing is, Navy pilots compare the plane to a Honda Accord: it’s reliable, predictable, and does everything fairly well, but does nothing truly exceptional. It’s also problematic to be tying into Boeing with its current reputation.