Ronnie Schreiber reckoned that Chrysler would be able to protect its rights to the phrase “Imported From Detroit” in its lawsuit against local clothing firm MODA, but Automotive News [sub] reports that
U.S. District Judge Arthur Tarnow ruled that Chrysler’s request didn’t show that it would suffer irreparable harm or that it had a strong likelihood of winning its case. That means Pure Detroit’s owner, Detroit retailer Moda Group LLC, can continue selling its “Imported from Detroit” products.
Tarnow also noted that Chrysler doesn’t have a trademark on “Imported from Detroit” and rejected the automaker’s argument that trademark law isn’t applicable to the case.
Interestingly, the last time Chrysler fought over its brand intellectual property (in a dispute with a Florida high school that had adopted the Ram’s Head logo as its school symbol), it won… only to stop using the the logo for Dodges when it spun off its Ram brand. In any case, this latest ruling may take Chrysler’s tagline out of its complete control, but it should also stimulate a strong market in knock-off goods bearing the line, ultimately increasing its exposure. And, at the end of the day, Chrysler needs to look past Detroit-boosting if it wants to get its marketing back on a nationally-appealing footing and win back sales on the coasts. This ruling may not be sucha bad thing after all….