Ford (F) has reportedly filed for a new trademark name in association with its passenger vehicles, pickup trucks, and SUVs. The new trademark Black Diamond is creating some speculation as to the next move for Ford.

Ford applied for the trademark on Oct. 8, under the serial number 88645721 for use specifically with its “Land motor vehicles, namely, passenger automobiles, pick-up trucks, sport utility vehicles,” Ford Authority reported.

The name Black Diamond has several connotations, with some ideas suggesting that it could refer to a new metallic paint color for Ford’s vehicles or be used as new monikers for models sold under the Bronco, Ranger, F-150, Escape, Edge, Explorer, and Expedition brands, the news outlet said.

Another possible reference speculated for the Black Diamond trademark could reportedly mean durability and ruggedness of vehicles such as its Bronco, which is an offshoot of the idea of Black Diamond mountainous ski hills.

Ford is not the first automaker to use the Blue Diamond trademark as General Motors (GM) used the name for its Chevy Avalanche in 2013. The Black Diamond Avalanche was a special edition model that GM used to move the vehicle off dealer lots to make way for the Chevy Silverado and Tahoe, GM Authority reported.

Shares of Ford stock were up 2.89 percent as of 11:35 a.m. ET on Tuesday while shares of GM stock were up 2.10 percent at the same time.

Ford South America
The picture shows the logo of US auto-maker Ford on a car in Blanquefort, southwestern France on Feb. 18, 2019. Getty Images/GEORGES GOBET