I'm not sure anyone would want to resurrect the Rambler name. And there probably isn't any interest in Pinto, Vega or Valiant.
But the industry seems dedicated to a number of names that simply won't die.
The latest is the Maybach, the newest ultraluxury entry from DaimlerChrysler that will have a retail price up there with Rolls-Royce and Bentley.
Maybach is a marque that most folks thought had died quietly in 1941.
Mercedes-Benz will resurrect a name at the top of the market, but executives in Detroit also recycle names from their past. Before long, we'll see GTOs in Pontiac showrooms. And sometime soon, there may be GT40s from Ford.
The Chrysler group has even used the famous engine name Hemi on a new engine that has almost nothing in common with the famous engine of the 1960s.
Someone must have decided there is gold in history and that it's time to start mining the names of yesterday for tomorrow's cars and trucks.
But there is a danger in the using some old names, willy-nilly.
The risk comes in putting names with a strong image and memory on products that don't live up to that heritage.
If Chevrolet relaunches the SS or Super Sport name, it had better be sure the new product has the same excitement as the original. If not, there will be big trouble.
An automaker could have a real turkey on its hands if it digs out a grand name for a new version that doesn't live up to the name.
Mercedes shouldn't have any problems with the Maybach.
There probably aren't any old customers around who would know whether the new model lives up to the reputation of the old one.
But that might not apply to many of the plans in Detroit.
Taking a name with a lot of history can have a lot of marketing advantages as well as some real dangers.
It's fun to see great brands and models brought back to life. But only if they live up to their reputations. If they don't, it's a mistake.