Expect Subaru to focus more on performance-inspired names such as SVX, WRX, and BRZ.
Subaru’s lineup continues to grow, and recent trademark activity suggests the brand isn’t slowing down. Three new trademark applications—ACX, VPX, and ZPX—were recently filed with the U.S. Patent and Trademark Office, hinting that new models, possibly electric, could be on the way.
The filings cover “automobiles and structural parts, therefore, electric cars,” suggesting Subaru may be preparing for its next generation of EVs. And they offer a glimpse of where the automaker might be headed.
Fresh Names, Not Throwbacks
Unlike historical nameplates or tech-related terms, these names are entirely new to Subaru. The brand has never used ACX, VPX, or ZPX for any model, concept, or component.
Interestingly, all three filings also include STI performance versions, which is notable since Subaru currently sells no true STI models in the U.S.. While the WRX tS and BRZ tS include STI-tuned components, they’re not full-fledged STIs—something enthusiasts have long been requesting.
This aligns with recent comments from Subaru executives acknowledging that the brand has drifted from its performance roots. These trademarks may signal a potential return to that heritage.
Adding to the intrigue, Subaru previously filed a trademark for “STe,” which could represent a future electrified STI. Meanwhile, the ZPX trademark even includes a Wilderness tag, suggesting a rugged, off-road variant could also be in the works.
Subaru’s Naming Strategy Is Shifting
The automaker has been experimenting with new names in recent years. In 2024 alone, Subaru filed a dozen trademarks, including Accomplice, Everguide, Getaway, Trailhead, Trailseeker, Uncharted, and Viewfinder. Only Uncharted has made it to market so far.
Whether ACX, VPX, and ZPX see the light of day remains to be seen. But the filings hint that Subaru could be preparing a wave of new EVs and performance models, possibly under a new naming strategy that leans more into alphanumeric badges like WRX, BRZ, and SVX.
