How Did We Miss This? Ford Trademarking "Fun"

Robert Farago
by Robert Farago
how did we miss this ford trademarking fun

And there we were saying Ford doesn’t have branding. Anyway, fun is a serious business, apparently. Bloomberg reports that Ford has been trying to trademark the word “FUN” (all caps?) in connection with “some” of its European automobiles since 2005. In 2007, the EU courts said, in effect, geddowdahere. And while we’re dealing with the surreal, how about this: the original case was brought in German. Spaß; Freude; Scherz; Lachen; Gelächter? Bloomberg seems to think that today’s ruling clears the way for Ford to resume its claim on FUN, but I think they got it exactly backwards. The adjudication itself is, remarkably, a hoot. Seriously, the jump is well worth your time, as it includes some language Bloomberg neglected to mention. Where’s their sense of fun?

“The Board of Appeal found that the relevant public was composed of average English-speaking consumers aged 18 to 70. For that public, the word ‘fun’ used in connection with a land motor vehicle was likely to be perceived as an indication that the vehicle had a quirky design and was particularly enjoyable to drive. Moreover, the word ‘fun’ was used by professionals – car dealers or leisure operators – to describe a category of vehicles (for example, quad bikes, rally carts, monster trucks) or vehicles that were simply ‘fun to drive’. The Board of Appeal stated that the word ‘fun’ was a rather banal and basic English word and that there was therefore a clear public interest in keeping it available for other traders and competitors. As regards parts and accessories, the Board of Appeal stated that the word ‘fun’ could be perceived as identifying parts and fittings for ‘fun vehicles’ and that some parts or some accessories could themselves also be ‘fun’. Therefore, the mark ‘FUN’ had to be considered to be descriptive within the meaning of Article 7(1)(c) of Regulation No 40/94 and, for that reason, as not having distinctive character within the meaning of Article 7(1)(b) of that regulation.”

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  • Nudave Nudave on Dec 02, 2008

    Perhaps GMNA should consider trademarking the word "misery".

  • Ronnie Schreiber Ronnie Schreiber on Dec 02, 2008
    Spaß; Freude; Scherz; Lachen; Gelächter? FUN works alliteratively with Ford and as someone above mentioned, Ford has long preferred names with F. I suppose the Ford Freude would work, but only in Germany. In the US people would think about shrinks and cigars. Besides, IINM, it means joy, not fun. I wonder what the gun nutz lady would say about a car named Freud.

  • SCE to AUX Base Price: $99,795 US / $115,133 CANAs Tested: $100,370 US / $115,133 CANBoth versions can't cost the same in CAN $.
  • SCE to AUX @Matt Posky: This may surprise you, but I agree with your criticisms is this story.This vehicle has the look and weight of the Telluride, but without the right chops. A vehicle like this is intended to be a great highway cruiser loaded up with all the stuff one takes on a trip - not a 0-60 racer.My former Sedona (RIP, sniff) had a great blend of space, power, and towing capacity. It was lovely for countless road trips, but it was a ponderous commuter.The EV9 won't make a great road trip car due to its short range, and it is too hulking to make sense as a commuter. They should have fitted a 150 - 200 kWh battery so it could at least go some distance, and that might justify the bulk.No way I'd go in for ~$60k for this vehicle.
  • Jeff S I like the looks of this car and in today's dollars it might not be that bad a buy but my issues with this Genesis would be Hyundai's reliability in recent years has been below average and getting a car like this serviced at a Hyundai dealership. I do like the rear reclining rear seats and the massage settings. Beautiful car but I would take the safer option of a preowned Lexus which gives you better reliability and lower maintenance costs than the South Koreans and the Germans. Genesis is definitely a luxury car with the extras that are standard but it is still a Hyundai. These will depreciate a lot as do the German cars which once they get old a Pandora's box of issues crop up and they become expensive to maintain. Good write up.
  • Tylanner Cinnabon is the holy grail but Starbucks or Dunkin will do. I will only resort gas-station coffee in extraordinary circumstances.
  • Akear My Fusion is nearing the 200,000 miles mark. However, I do not want to replace it with an unreliable Escape, which could blow its engine by 60,000 miles. Ford has gone down hill since Fields was forced out. Both Hackett and Farley have made Ford the nation's recall king. What happened..................