Mercedes-Benz is in Dutch With China's Chery Over Its EQ Brand Name
China’s Chery Automobile Company has filed a formal complaint against Daimler AG over is usage of “EQ” as designation for an upcoming lineup of Mercedes-Benz electric cars. That’s bad news for Benz, as China possesses the world’s largest EV marketplace and Daimler has already begun promoting its future electric lineup using the name.
The German automaker said last year that it would begin producing EQ models in Europe before the end of the decade, with the global sub-brand sold in both eastern and western markets. Unfortunately, Chery already has a fully electric minicar named the eQ that was launched in China in November of 2014. The car is based on the current Chery QQ, which was the centerpiece of a 2005 lawsuit from General Motors following claims that its design was stolen from the Daewoo Matiz and Chevrolet Spark.
A Chery spokeswoman told Reuters on Thursday that the automaker has filed a complaint with the Trademark Office of the State Administration for Industry and Commerce and hopes to prohibit Mercedes from using the name in China.
“If it entered the Chinese market, it would impact our trademark rights,” the Chery spokeswoman said. “Mercedes Benz EQ and our [eQ] are extremely similar. Their product is also an electric car.”
Mercedes’ released a written response later that same day stating that Daimler had filed all the applicable trademark applications regarding the EQ name with the relevant authorities — but declined to elaborate further.
China purchases more electric cars than the rest of the world combined, and there are loads of government initiatives for automakers and consumers to shift toward EVs in order to reduce air pollution. While a ruling in favor of Chery might not alter the EQ branding in the west, it would still be a massive hindrance to Mercedes’ marketing efforts in Asia and force it to reevaluate its overall approach.
[Image: Mercedes-Benz]
A staunch consumer advocate tracking industry trends and regulation. Before joining TTAC, Matt spent a decade working for marketing and research firms based in NYC. Clients included several of the world’s largest automakers, global tire brands, and aftermarket part suppliers. Dissatisfied with the corporate world and resentful of having to wear suits everyday, he pivoted to writing about cars. Since then, that man has become an ardent supporter of the right-to-repair movement, been interviewed on the auto industry by national radio broadcasts, driven more rental cars than anyone ever should, participated in amateur rallying events, and received the requisite minimum training as sanctioned by the SCCA. Handy with a wrench, Matt grew up surrounded by Detroit auto workers and managed to get a pizza delivery job before he was legally eligible. He later found himself driving box trucks through Manhattan, guaranteeing future sympathy for actual truckers. He continues to conduct research pertaining to the automotive sector as an independent contractor and has since moved back to his native Michigan, closer to where the cars are born. A contrarian, Matt claims to prefer understeer — stating that front and all-wheel drive vehicles cater best to his driving style.
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Their in-house crash-testing process is dubbed, "Chery Turn-Over".
Must. Not. Read. Comments. While. Drinking. Coffee.