Lamborghini’s Latest Trademark Application: “Huracán”

Just months after filing trademarks for Urus (the eventual name for its SUV concept) and Deimos (still unassigned), Lamborghini has added Huracán to its portfolio of pending applications. Huracán, as you can probably guess, is Spanish for "hurricane." Not only does English essentially borrow the word intact from Spanish, but the Spanish people adopted it from ancient Mayan mythology, in which Huracan was the god of fire, wind, and storms. That squares quite well with Lambo's recent filing for Deimos, which is the ancient Greek god of terror and dread. (It's also an incredibly bad-ass name for a car.) We're aware of no readily made connection to bullfighting for either name, but this hasn't stopped Lamborghini's Matador Research Bureau from digging up a historically significant bull or matador in the past. Unlike some automakers, Lamborghini doesn't play around with trademark applications or file paperwork every time a potential badge does well in focus groups. What the company's lawyers apply to use, the company almost always puts to work, even if only on a concept car. You might, at this point, be wondering what Lamborghini plans to do with both the Huracán and Deimos names. Our guess? The Urus badge will stay consigned to the concept version of the SUV, with Deimos and Huracán going to the production SUV and Gallardo replacement. (Which name is for which vehicle, we won't yet speculate.) Instrumented Test: 2012 Lamborghini Aventador LP700-4 First Drive: Lamborghini Gallardo Bicolore and Gallardo Spyder Performante Comparison Test: Chevrolet Corvette ZR1 vs. Porsche 911 Turbo We are sure, however, that Lamborghini is planning to keep its lineup at just three vehicles once the SUV arrives. Even if that means Deimos or Huracán—or both—gets trashed, this isn't a sign of an imminent fourth model line. Lamborghini Urus SUV concept from Car and Driver Blog http://blog.caranddriver.com

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