GM's Army of Lawyers Too Much for Visionary Vehicle's Upstart Operation
Chery Automobile Co. is not the largest Chinese automaker, but due to some crafty press events, a few extremely
bold claims, and the U.S. leadership of one of the auto industry's most colourful figures (or most notorious if you happen to be from New Brunswick and personally paid for his failed sports car venture), Malcolm Bricklin, is backing down from its plan to introduce Chery to the North American market.
But that doesn't mean that the automaker's ultra-value cars with Lexus-like quality (according to Bricklin), won't be shipped across the Pacific. Visionary Vehicles LLC, the Bricklin-owned company responsible for importing and selling Chery cars in North America, has decided to rename the brand in this market when its cars become available in 2007, due to legal action
taken by General Motors (see automotive news section for May 7, 2005: GM Sends Cease and Desist Message to Bricklin's Chinese Upstart Chery).
Last May, General Motors' lawyers forwarded Visionary Vehicles a letter advising it to not attempt to secure a U.S. trademark for the Chery brand name. GM believes that Chery is too close to Chevy, the shortened nickname for Chevrolet and the actual brand name GM uses for Chevy Trucks, and that consumers could become confused if the two brands went head to head.
GM has a point, and would likely win its case if not drain Visionary of its start-up funds in legal costs alone.
Chery Automobile Co. is not the largest Chinese automaker, but due to some crafty press events, a few extremely
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| Malcolm Bricklin's Visionary Vehicle's is backing down from its plan to introduce Chery to the North American market, at least in name. A new less controvesial name will be chosen. (Photo: Visionary Vehicles) |
But that doesn't mean that the automaker's ultra-value cars with Lexus-like quality (according to Bricklin), won't be shipped across the Pacific. Visionary Vehicles LLC, the Bricklin-owned company responsible for importing and selling Chery cars in North America, has decided to rename the brand in this market when its cars become available in 2007, due to legal action
 |
| GM has threatened legal action against Visionary Vehicles because theChery brand name is too close to Chevy. (Photo: Visionary Vehicles) |
Last May, General Motors' lawyers forwarded Visionary Vehicles a letter advising it to not attempt to secure a U.S. trademark for the Chery brand name. GM believes that Chery is too close to Chevy, the shortened nickname for Chevrolet and the actual brand name GM uses for Chevy Trucks, and that consumers could become confused if the two brands went head to head.
GM has a point, and would likely win its case if not drain Visionary of its start-up funds in legal costs alone.