This story from Autocar today makes it look like Ford are being a bit cheeky.
It reports on how Ford are planning to get into the electric car segment using the name "Model E" - including a rival to Tesla's Model S.
In fact, according to that article, Ford blocked Tesla’s attempts to trademark the name "Model E" back in 2013 leading to Tesla then choosing the Model 3 name for its forthcoming entry-level car.
But, then again, Ford could have laid a claim to "Model S" too if they had wanted to - after all, they were using it 109 years ago:
This was a precursor to the more famous Model T - which I reported on in 2014 challenging a Tesla Model S to a race from Detroit to New York.
That article included this picture that I really liked:
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