Trademark Protection of Cars Models : A Journey Through the Highways of Automotive History

Trademark Protection of Cars Model is crucial for brand identity, protecting the unique names, logos, and designs associated with different vehicles. They help manufacturers differentiate their products in a competitive market and prevent unauthorized use or imitation by others. Trademarking ensures legal protection, allowing companies to maintain their reputation and market share by securing exclusive rights to their intellectual property. This not only enhances brand recognition but also builds consumer trust and loyalty, essential for long-term success in the automotive industry.

Italian Government vs. Alfa Romeo

The Italian government’s demand for Alfa Romeo to change the name of its new electric model reminded us how important a name is, and what a masterpiece lies behind the naming process. Here is an article about the Italian demand, similar cases, and historical car names, by Attorney Yossi Sivan, expert in intellectual property and protection of international brands.

Recently, a new model from Alfa Romeo was launched, named Alfa “Milano”. The new model caused a great stir worldwide, not because it’s the first electric car produced by Alfa Romeo, nor due to its stunning design. The storm occurred because of the model’s name.

 

Immediately after the launch of the “Milano”, the Italian government demanded that the Italian brand owner Alfa Romeo stop using the name “Milano”. The reason? The model is not manufactured in Italy, but in Poland (for cost reasons, of course). This is the first time Alfa Romeo has produced a model outside Italy, after decades of Alfa Romeo cars leaving the factory gates in the Lombardy region of Italy.

 

Italian Industry Minister Adolfo Urso argued that a car under the name “Milano” cannot be produced in Poland, because the Italian law from 2003 prohibits car companies from using model names associated with places in Italy if the car is not produced in the boot-shaped country. Eventually, Alfa Romeo decided to change the model name to “Junior”, which is the name of the successful historical model from the 70s.

 

False Geographical Designation – Consumer Deception

The Italian law reflects a principle similar to Israeli law, which prohibits consumer deception. According to Israeli law, trademark protection cannot be granted to a commercial name indicating any false geographical origin, meaning when the goods are not produced in that place, which could cause consumer deception. In Israel, protection can be granted to what is called an “appellation of origin”. An appellation of origin is protection in the field of intellectual property, given to names of products derived from the geographical name of a country, region, or origin, included in the product’s name, when the designation is intended to indicate that its origin is indeed there and that its quality or characteristics are mainly due to that geographical environment, its character, and uniqueness.

 

The conditions for obtaining a registered appellation of origin in Israel are very strict. In Israel, only a few appellations of origin have been registered over the last fifty years. For example, the name JAFFA was registered in 1968 for citrus fruits grown in various regions of Israel. Recently, the name “Yehuda” in the wine field was also registered as an appellation of origin granted to a group of wine growers in the Judean Hills area. The meaning of a registered appellation of origin is that only wine producers from the geographical area of Mateh Yehuda will be able to use the appellation of origin “Yehuda” on their wine bottles.

 

The Importance of Finding the Right Model Name

Finding the right name for a new car model is a task that requires a lot of thought and creativity, to the point of art. Behind every iconic model stands a carefully chosen name, often rooted in the brand’s history, culture, and aspirations. These names evoke emotions, ignite the imagination, and become an inseparable part of the car’s identity. Over the years, car companies have been careful to register their new brands as trademarks worldwide, thereby gaining exclusivity in these names, with the main goal being to prevent competitors from using an identical or similar name. There have been many conflicts between car companies regarding the use of certain names.

 

For example, the prolonged legal battle between Audi and its Chinese rival Nio – the dispute revolved around the model designations ES6, ES7, and ES8. Nio had already sold electric SUVs with these names and planned to launch them, but in Germany, there could have been a risk of confusion with Audi’s sporty S models (such as S6, S7, and S8), so Audi quickly filed a lawsuit with the Munich Regional Court, claiming that Nio’s model names could cause confusion among consumers. The Regional Court ruled in favor of Audi in January 2023.

“There is a risk that consumers will assume that the ‘ES 6’ is the ‘S 6’ in the electric version, that the two vehicles are from the same manufacturer. There is therefore a transfer danger of confusion through association that goes beyond pure association”.

It was determined that there is a risk that consumers would assume that the ES6 is an Audi S6 in an electric version, that both cars are from the same manufacturer, therefore there is a danger of confusion between the names. Nio appealed, but eventually its appeal was rejected in 2024 and the Higher Regional Court in Munich ruled in favor of Audi. This emphasizes how critical the model name is for car manufacturers, and how much they seek to protect their brand identities and avoid any potential confusion in the automotive industry.

 

The Stories Behind Known Car Model Names in the World

The stories behind some of the most famous car names that have graced Israel’s roads

 

Toyota Corolla

Let’s start with a name that has become synonymous with reliability and practicality: Toyota Corolla. The Corolla, first introduced in 1966, quickly became one of the best-selling cars in the world. Its name is derived from the Latin word for “crown”, and symbolizes Toyota’s aspirations for the compact sedan to reign supreme in its category. Over the years, the Corolla has undergone many changes, but its name remains a testament to its enduring legacy.

 

Ford Mustang

The designer of the Mustang, John Najjar, drew inspiration from the P-51 Mustang aircraft flown during World War II. Initially rejected by his boss, Najjar insisted and linked the name to a horse instead of an airplane, which later became the legendary American model “Mustang”.

 

Honda Civic

Honda Civic, another household name in the automotive world, boasts a name that embodies its civic ethos. Since its debut in 1972, the Civic has represented Honda’s commitment to providing efficient and accessible transportation to the masses. Its name reflects the car’s role in fostering community and progress, which has made it an integral part of Israeli roads for generations.

 

Volkswagen Golf

The Volkswagen Golf has a special place in the hearts of drivers around the world, including those in Israel. The model was first introduced in 1974. The Golf got its name from the North Atlantic Current, a strong ocean current famous for its speed and reliability. This name choice perfectly illustrates the Golf’s dynamic performance and consistent popularity over the years.

 

Toyota Prius

The popular Toyota Prius hybrid car gets its name from a French word meaning “prior” or “coming before”. The name reflects the car’s hydro-dynamic ideas and stability, and its high performance in every journey. We all witness that the Prius has become one of the most popular cars in Israel, among drivers interested in environmental conservation.

 

Volkswagen Beetle

Originally known as the KdF (Kraft-durch-Freude-Wagen), translated to “Strength-through-Joy Car” in German, the Beetle gained its iconic name after a New York Times article predicted that Germany’s autobahns would be flooded with “thousands upon thousands of shiny little beetles”. Over time, “Beetle” became the official name.

 

Hyundai Ioniq

According to Hyundai, the name is actually a successful wordplay. Ion: refers to the electrical element of the car, as electric vehicles use lithium-ion batteries. Iconic: refers to the car’s aspiration to be a symbol of change and a new era in the field of electric transportation. Hyundai themselves aimed for something like “iconic electric car”.

This is an AI creation of an imaginary Alfa Romeo:

The article was written by Attorney Yossi Sivan, specializing in intellectual property and international brands. The hebrew version was published Here