The Citizens Committee for the Right to Keep and Bear Arms has been using the name semiautomatic "sport utility rifles" to describe the AR, Mini14, AK, et al. I like it; it's familiar, accurate, and tough for the anti-gunners to twist.
I know some in the Al Gore cult might object to the environmental insensitivity of the "sport utility vehicle" etymology, but that might be an advantage among normal people.
Any thoughts?