The new show starring Jeremy Clarkson and his former Top Gear co-hosts could be called Gear Knobs, according to newly unearthed legal documents.
The ex-BBC presenter's lawyers have registered the innuendo-laden title as a trademark covering a variety of products 'relating to motoring or motor vehicles'.
Among the categories included in the Intellectual Property Office filing are TV broadcasts, magazines and spin-off merchandise such as car mats, bags and clocks.
New Top Gear presenter Chris Evans.
The new show is set to debut on Amazon's Prime streaming video service some time next year, but it legally cannot be called Top Gear.
The BBC still holds the trademark on the Top Gear name, which was sold to the Corporation by Clarkson and producer Andy Wilman in a multi-million-pound deal three years ago.
Chris Evans was appointed as the programme's new host after Clarkson was sacked for punching a colleague and Hammond and May chose to quit.
The trio announced the launch of their new £160million Amazon venture in July, but have so far remained tight-lipped about the exact format or the name of the show.
However, Buzzfeed reported today that six weeks earlier, the Gear Knobs trademark was registered by an obscure company called Newincco 1361 Ltd, whose directors all work for media lawyers Olswang.
Clarkson has long been represented by Olswang, which has previously set up a string of companies later transferred to the control of the presenter and his colleagues.
While it has not been confirmed that the title Gear Knobs applies to the new show, it would appear to fit in with the puerile humour deployed by the TV trio.
In a potential clue to the veracity of the name, James May recently tweeted: 'Here I am again, looking like a nob,' alongside a photograph of himself in an antique military vehicle.
Newincco 1361 has also registered the trademark Speedbird - which some have speculated could refer to the equivalent of The Stig, the racing driver character created by Clarkson and Wilman for Top Gear.
Richard Hammond and Jeremy Clarkson in Western Australia earlier this year.
It is possible that the new trademark registrations are for companies or other products linked to Clarkson, rather than the new Amazon show.
Last month Roy Price, the head of Amazon Studios, said that the team were still in the process of 'conceptualising the new show and getting a title'.
The competition between the new show and Chris Evans' revamped Top Gear is hotly anticipated, as it is not known whether current fans will stick with the old line-up or transfer their loyalties to Evans.
The BBC production is currently trying to recruit a team of co-presenters, with Jodie Kidd said to be among the frontrunners, while members of the public have been encouraged to send in audition videos for their chance to appear.
A spokesman for Amazon told MailOnline: 'The name of the show hasn't been announced. We don't comment on rumour and speculation.'
Olswang refused to comment, while Jeremy Clarkson's agent did not return a request for comment.