Industry Report: Nissan to Sue Audi Over the Letter Q

If there's a problem, it's because newcomer brands are attempting to duplicate BMW's, and other European premium

While some might call it a lack of creativity, lettered naming has obviously been an attempt to mirror European cachet. (Photo: Trevor Hofmann, Canadian Auto Press)

automakers' market success by copying their alphanumeric designations. Infiniti entered the market with its Q and M models, followed up by J, QX, G, FX and then M again, while Lexus sells its IS, ES, GS and LS sedans and RX, GX and LX SUVs. While some might call this a lack of creativity, it has obviously been an attempt to mirror European cachet.

And what happens if Audi caves and relinquishes its Q5 and Q7 names due to recommendations by its legal department or, worse yet, a court win by Nissan for trademark infringement? Audi will be looking for a new name, or rather a new letter. What about F? No, that sounds too much like a bad high-school report card. Or K? No, if Chrysler didn't sue over a historic link with its legendary K-Car, it wouldn't be a very prestigious brand association for a luxury nameplate. N? O? P? U? W? No, how about A, the letter used for all current Audi vehicles, and X, for 4X4? And AX could also pay respect to ex-Audi of America CEO Wes Mees who was

This whole affair is an irresponsible move that should be struck down by Michigan's U.S. District Court as quickly as possible. (Photo: Trevor Hofmann, Canadian Auto Press)

sacked for his criticism of Volkswagen's Phaeton luxury sedan (see automotive news archive for Nov 18, 2004: Audi of America CEO Fired for Criticism of Poor Selling VW Phaeton).

Or better yet, what about naming Audi's SUVs with the letter Y, for "Why" is Nissan wasting its time and energy suing one of Germany's most established premium brands over a single letter that designates two models that few buyers seem interested in purchasing anyway, and by doing so potentially initiating an alphanumeric trademark war of monumental proportions? It's an irresponsible move that should be struck down by Michigan's U.S. District Court as quickly as possible.