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jpalm »
https://forums.nicoclub.com/jpalm-u107.html
Tue Oct 29, 2002 1:23 pm
Chicago, Nov. 1 (Bloomberg) -- We’ll Z you in court. That was Nissan Motor Co.’s response after German rival Bayerische Motoren Werke AG started emphasizing the letter ‘Z’ in ads for its Z3 and Z8 roadsters. A federal judge this week agreed to let Nissan proceed with a lawsuit that claims BMW infringed its 1990 trademark for the letter’s use to promote sports cars. Nissan is trying to protect an image that dates to 1969, when the inexpensive Datsun 240Z sports car it introduced to the U.S. helped tear down Americans’ resistance to Japanese vehicles. Nissan resurrected the Z-car line in August after a six-year absence with the $30,000 350Z. Nissan has sold more than 1 million Z cars in the U.S. over the years. “The use of ‘Z’ is real important for Nissan,” said Jim Hall, analyst at AutoPacific Inc. in Southfield, Michigan. “They were using Z-cars in advertising even when they weren’t selling them here. It’s that important to them for their image.” A federal judge in Chicago declined to dismiss the case Oct. 28 and the two automakers are now trying to settle the matter out of court, Nissan spokesman Kyle Bazemore said. BMW has no comment on the case, spokeswoman Martha McKinley said. Both Nissan and BMW promote their Z sports cars’ performance to help increase total sales for their brands. BMW trademarked “Z3” when it started selling that model in 1996 and its replacement, the $40,935 Z4, which went on sale on Oct. 26. The company also has a $132,000 Z8 model. Nissan didn’t object to the Z3 trademark prior to this year because BMW wasn’t using a standalone Z, according to court documents. Last year, BMW started to refer to “Z-series” cars and “Z-technology” in advertising and Nissan sued to protect its trademark, the documents said. The judge disagreed with BMW’s contention that Nissan waited too long to sue, the filing said. The next hearing in the case is Dec. 17. For now, it’s a case of wait-and-Z.