Many may not realize it, but developing and launching a model is a huge undertaking . And it's not just limited to the technical effort behind it, but also includes financial, advertising, and even legal aspects. Indeed, a model without a brand name to distinguish it from its competitors would be doomed. That's why patent and trademark offices are overflowing with applications for legal protection filed by manufacturers worldwide.
Protecting brand image is vital for companies. One of the most talked-about cases was when Audi wanted to use the name Q4, and Alfa Romeo reminded them they couldn't because it belonged to them . Well, now it's the folks at the four-ring brand who have come out swinging, forcing the Chinese company NIO to change the names of two of its models. Pay attention to this story, because although it might seem silly, it could delay this brand's plans.
According to Audi, the NIO ES6 and ES8 have a name very similar to that of their sporty S6 and S8 and therefore would violate the law...
In case you didn't know, NIO has big expansion plans for Europe . As an electric vehicle manufacturer, it already has a presence in Norway, but to stay afloat in the coming months and years, it will expand into markets such as Germany, Denmark, and Sweden. And that's where the conflict with Audi's legal department has arisen. According to the German automaker, NIO's ES6 and ES8 SUVs cannot be sold under that brand name.
And you might ask , what reason does Audi give for suing NIO? According to our sources, the Bavarian automaker has filed a lawsuit for infringement of German patent and trademark law. This is because the names ES6 and ES8 are very similar to S6 and S8 , names Audi has used since the 1990s for its high-performance versions of the A6 and A8. However, the two models are completely unrelated.
The NIO ES6 and ES8 are two fully electric compact and mid-size SUVs. In contrast, the Audi S6 and S8 are sporty versions derived from their respective sedans. Therefore, at first glance, there seems to be no conflict of interest preventing the Chinese company from using these brand names. However, they don't appear to be taking offense, as a quick look at their official website in Norway still shows the names "in dispute"...
We will remain very attentive to possible developments, as it seems that they could bring a tail and even "set a chair" for future conflicts on European soil... Who knows...
Source – Automotive News – Reuters