The Word “Vivid” Could Take On Automotive Significance Thanks to Chrysler
Photo Source: Chrysler
The Chrysler Airflow concept may no longer be the template for the brand’s first production electric vehicle. Chrysler’s first electric vehicle will still be a two-row crossover like the Airflow concept but with a different name and styling in response to directives from CEO Christine Feuell. The Airflow concept was first displayed at the 2022 Consumer Electronics Show in Las Vegas, with an updated variant appearing at the 2022 New York Auto Show later that year. A patent application for the design surfaced in 2022 as well, but since then, it appears the automaker has gone in a different direction.
Chrysler’s Future Plans
This setback does not mean the end of Chrysler’s ambitious plans for an all-electric vehicle. After all, the Chrysler brand has always been adaptable and agile, and the team is working on a modern design that surpasses the Airflow concept. Ralph Gilles, Stellantis’s chief design officer, was tasked with creating a more contemporary and tech-forward design inside and out for the manufacturer’s highly anticipated Battery Electric Vehicle (BEV). It is expected that the new crossover will incorporate a range of STLA technologies and will be available with a 118-kilowatt-hour battery pack. It will also provide a range of up to 400 miles by the time it is scheduled to launch in the 2025 model year.
It is worth noting that the original Chrysler Airflow had a four-year run in the mid-1930s as an aerodynamically designed automobile. The vehicle, however, was too far ahead of its time to fully resonate with customers. Almost 100 years later, the trend is one the company seeks to avoid at all costs. As a matter of fact, the Airflow nameplate has been eliminated altogether, with Chrysler opting for a sleek name for its first proper foray into the electrification arena. Even though information remains scarce as of this writing, there are rumors surrounding what that game-changing name could be.
A New Patent
FCA USA is in the process of trademarking the word “Vivid.” The trademark application was filed at the Mexican Patent and Trademark Office. The particular category covers land vehicles, specifically passenger cars. Some online detectives have discovered a reference to Vivid in Fiat’s history as an exterior paint color. Indeed, Vivid Red was a solid color available between 1972 and 1976. It is possible that Vivid is making a comeback, but not as part of an extended color palette. Instead, it will likely be the name of an all-new vehicle. To clarify, Chrysler’s electric SUV is meant to be viewed publicly in 2024, and the timing of the filing aligns very well with that schedule.
Chrysler clarified that it is pursuing something much more compelling than the standard car. The automaker could be relying on this tactic to draw much-needed attention. That said, it is unusual for a manufacturer to trademark an everyday word, but it is usually allowed if the word has an arbitrary relationship to the named product. A well-known example is apple, a common noun that, when utilized in reference to fruit, is worth nothing. Nevertheless, as soon as the word is used in conjunction with iPhone, its profit margin increases to billions of dollars.
While the notion of depending on Vivid as part of an automobile’s name remains strictly in a speculative area, time will tell whether that is the path Chrysler decides to take. Are you excited about the future of new cars and even more about the future of electric vehicles? We are too, here at Cape Coral Chrysler Dodge Jeep Ram, where the selection is always wide and the enthusiasm to help our customers is never-ending. Stay tuned to find out what Chrysler has in store.