High-Tech and New Cars, Naming Cars Gets Wild - Shift and Steer EP532

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The automotive world just witnessed something unprecedented.

A brand new C8 Corvette taking a nosedive

through a dealership's second-story wall

and it perfectly captures

how even the most advanced vehicles

aren't immune to human error.

Welcome to the party pals.

This is Shift and Steer.

I'm Brad and with me is my co-driver, Mopar Mark.

Hey Brad, happy to be here

and that's quite the dramatic incident.

The security footage shows the technician

accidentally accelerating through the building's wall,

causing over $100,000 in damages.

You know what's fascinating about this?

It highlights how modern vehicles

have become so complex

that even experienced technicians can be caught off guard.

The C8's mid-engine layout

and electronic systems are completely different

from previous Corvettes.

Hmm, speaking of complexity in modern vehicles,

have you seen the latest data

on technician training requirements?

They've increased by nearly 300% in the last decade.

That's what I'm talking about

and it ties directly into what we're seeing

with Tesla's Cybertruck development.

The latest reports show they're struggling

with basic truck functionality

because they're trying to reinvent features

that traditional manufacturers

spent decades perfecting.

Well, the numbers from their recent testing

are pretty revealing.

Their innovative bed design

is actually reducing cargo capacity

by about 20% compared to traditional pickups.

And here's what really gets me.

While Tesla's dealing

with these fundamental design challenges,

Toyota is taking a completely different approach.

They're actually scaling back their pure EV plans

to focus more on hybrids and hydrogen,

which seems counterintuitive in today's market.

So what do you make of Toyota's strategy?

Their latest market research

suggests they might be on to something.

Well, looking at the data,

Toyota's hybrid sales increased by 73% last year,

while pure EV adoption in many markets

has been slower than predicted.

It's like they're seeing something others aren't,

particularly when you consider

the charging infrastructure challenges.

Oh, right.

Those recent reliability studies showed

that nearly 25% of public charging stations

had some kind of operational issue

during peak usage times.

You know what's wild?

That's actually worse than the fuel availability issues.

From the early 1900s, back then,

about 15% of pharmacies and hardware

stores stocked gasoline for the new horseless carriages.

We're literally seeing history repeat itself

with EV infrastructure.

The historical parallel is fascinating,

especially considering how

the modern performance numbers have evolved.

The latest Mustang Dark Horse

is pushing nearly 500 horsepower.

That's super car territory from just a decade ago.

And here's the really mind-blowing part.

We're seeing family sedans

now regularly exceeding 300 horsepower.

The average horsepower of new vehicles

has increased by about 110% in the last 20 years.

It's like we're in this strange era

where performance is almost becoming democratized.

That brings up an interesting question

about safety and regulation, doesn't it?

Absolutely right.

And it ties directly into the autonomous driving debate,

like that recent incident where an autonomous vehicle got

stuck in wet concrete because its sensors couldn't

differentiate between solid and wet surfaces.

The AI systems are struggling with scenarios

that human drivers handle instinctively.

Well, the latest statistics show autonomous vehicles

are involved in about 9.1 accidents per million miles

driven compared to 4.1 for human drivers.

Those numbers are particularly significant

when you consider the regulatory landscape.

Different jurisdictions are taking wildly different approaches.

Some cities are completely banning autonomous testing

while others are creating special zones for it.

The latest count shows more than 40 different regulatory frameworks

across the US alone.

And yet the investment in this technology

continues to grow exponentially.

That's because the potential impact is enormous.

The autonomous vehicle market is projected

to reach $500 billion by 2026.

But here's what's really interesting.

The technology is driving innovation in unexpected areas,

like advanced materials and artificial intelligence

applications beyond automotive.

Like those new carbon ceramic composites

they're developing for brake systems.

Exactly.

And those materials are finding applications

in everything from aerospace to medical devices.

So while we're watching these dramatic changes

in the automotive world, like corvettes falling

through walls and trucks with controversial designs,

we're actually witnessing a much broader

technological revolution.

Well, this has been quite the journey

through the latest automotive developments.

Any final thoughts on where this is all heading?

You know, looking at all these developments

from the evolution of performance vehicles

to the challenges of autonomous driving

and the infrastructure hurdles,

it's clear we're in a pivotal moment.

The next five years will likely bring more changes

to the automotive industry than the last 50 combined.

And whether you're a technician working

on these increasingly complex vehicles

or just someone trying to decide what car to buy next,

understanding these trends is becoming

more important than ever.

But names are also changing in the automotive world.

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The battle over automotive trademarks

just reached a whole new level.

Companies aren't just fighting over names anymore.

They're trying to own the actual sounds

and smells of their vehicles.

Wait a minute.

What exactly are these companies trying to protect now?

Well, let me paint this picture for you.

Ford just made this incredibly strategic move

by filing trademarks for Ford Model E and Model E,

which is particularly interesting

given Tesla's whole naming convention saga.

But here's where it gets really wild.

They're not just protecting names.

They're staking claims on entire sensory experiences.

So how does this connect

to Tesla's famous naming strategy?

What we've all heard about?

Oh man, this is where it gets good.

Back in 2014, Tesla wanted to use Model E

to complete their S-E-X-Y lineup.

You know, Model S-E-X-Y,

but Ford basically said not so fast

and blocked it

because of their historical connection to the name.

Tesla had to pivot to Model 3 instead,

giving us S-3-X-Y.

Well, that's quite the creative workaround.

How are companies pushing these trademark boundaries

even further?

You're not gonna believe this.

Dodge actually filed for what's called

a sound mark for their exhaust system.

They're literally trying to own the legal rights

to the specific rumble of their engines.

And get this, some luxury manufacturers

are even developing and trademarking specific scents

for their vehicle interiors.

That's wild.

How do you even begin to legally define something

as intangible as a sound or smell?

So here's the fascinating part.

They have to provide incredibly detailed

technical specifications.

For sounds, it's about frequency patterns,

wavelengths, and acoustic signatures.

For scents, they're actually creating chemical formulas

that define exactly what makes

their new car smell unique.

It's like they're trying to patent

the entire sensory experience of driving.

The whole concept of automotive intellectual property

seems to be evolving rapidly.

What other surprising areas

are these companies trying to protect?

Well, and this is where it gets really interesting.

Manufacturers are now filing trademarks

for everything from the specific way their doors open

to the startup animations on their digital displays.

Some are even trying to protect the unique ways

their vehicles interact with smart home systems

and charging networks.

So if we look ahead, where do you see this all going?

You know, I've been tracking this fascinating trend

where heritage brands are proactively securing

their classic nameplates for future electric models.

It's like they're building this bridge

between their storied past and their electric future.

GM and Ford, for example,

are filing numerous trademarks

that combine their historic model names

with new electric-focused terminology.

That's quite strategic from a brand perspective.

How are the newer automotive companies approaching this?

That's actually one of the most interesting

contrasts we're seeing.

These newer players are creating

entirely new trademark portfolios from scratch,

focusing on futuristic terms and concepts.

But here's what's really mind-blowing.

They're trying to trademark things

like specific patterns of LED lighting systems

and even the way their autonomous systems make decisions.

Looking at the bigger picture,

how do you think this affects innovation in the industry?

Well, it's creating this incredibly delicate balance.

Companies need to protect their intellectual property,

but they also need to leave room

for industry-wide innovation.

Some are focusing on protecting core technologies

while deliberately leaving certain aspects open

for collaborative development.

It's like this complex dance

between competition and cooperation.

That must create some interesting challenges

for smaller manufacturers and startups.

Sure does, and here's where it gets really creative.

These smaller players are having to find

very specific niches

where they can build strong patent portfolios.

Some are actually thriving by operating in areas

where the big players haven't staked claims yet.

It's like finding unclaimed territory

in this vast intellectual property landscape.

So what's the next frontier for automotive trademarks?

You know, I see several fascinating possibilities emerging.

First, there's this whole realm

of artificial intelligence and machine learning.

Companies are already filing patents

for specific decision-making algorithms

in their autonomous systems.

Then there's the integration with smart cities.

We're seeing trademarks being filed

for vehicle-to-everything communication protocols

and specific ways cars interact with urban environments.

That's really pushing the boundaries

of traditional automotive intellectual property.

And that's exactly what makes this so fascinating.

These companies aren't just thinking

about protecting cars anymore.

They're thinking about protecting experiences,

interactions, and entire mobility ecosystems.

The future of automotive intellectual property

isn't just about what you drive.

It's about how you experience transportation

in every possible way.

Any final thoughts on where all this is heading?

Well, I think we're just at the beginning

of this transformation.

As vehicles become more connected and autonomous,

we're gonna see even more innovative approaches

to protecting intellectual property.

The car of tomorrow isn't just a vehicle.

It's a complex system of protected innovations,

experiences, and interactions.

And that's what makes following these developments

so incredibly fascinating.

Thanks for being here with us today

and we will be back next time.

That is a promise, not a threat, pals.

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Know what your vehicle needs before it needs it.

Visit your Buick Certified Service Center

and ask for a multi-point vehicle inspection,

plus with the winter-ready service event,

get up to $210 in stackable rebates on batteries,

brake pads and rotors, cabin and engine air filters,

and wiper blades at participating US GM dealers only.

Max Rebate derives from collective rebates

on all eligible parts.

Visit buick.com slash service offers

or see dealer for full details.

Offer ends $2,826.

Multi-point vehicle inspections vary by participating dealer.

High-Tech and New Cars, Naming Cars Gets Wild - Shift and Steer EP532

Chevrolet C8

Tesla Cybertruck

Ford Mustang

Tesla Model 3

About this episode

Original notes