At the unveiling of Toyota's new full-sized pickup at the Chicago Auto Show last February, division executives proudly proclaimed its new name: the Toyota T150.

Ford Division immediately squawked. The name was very similar to one of Ford's most treasured brands - the Ford F-150.

Ford complained to Toyota - and got results. Toyota has quietly decided to rename its pickup.

'We believe our new truck will be a strong enough contender without getting into a contest over something as minor as the name it carries,' Toyota spokesman Joe Tetherow said.

'The decision will allow us to create a fresh and original name to capture the strong attributes of the truck.'

Tetherow added that the truck, which is scheduled to go on sale in spring 1999, will be given an actual name, like the compact pickup Tacoma, rather than an alphanumeric designation.

But the name game did not stop there.

Lexus, Toyota Motor Sales U.S.A. Inc.'s luxury division, had a beef with Lincoln's names for two new luxury sedans due early next year, the LS6 and LS8. The names mimic the Lexus LS 400, the company said.

So, Lincoln will drop the numbers and simply use one name, the LS, Ford Motor Co. confirmed last week.