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If you are an overseas car brand enthusiast, perhaps in the near future, you will find a weird car brand in China's imported car market - "Lexus." This name sounds unfamiliar, but as long as you change the name you will know who it is - Lexus, Lexus is the English transliteration of this Toyota luxury car brand. Foreign cars in China seem to have recently produced a "good old", that is to say, the names of foreign cars that are familiar to Chinese consumers in the auto market are all changed to names that can't be read. For example, the famous Toyota Coast Bus was changed to "Costa". The name has always been a bit strange to hear, like the one in the "Skoda" sedan series. Now that the famous Lexus has changed its name to "Lexus," it can be regarded as another "masterpiece" of Toyota Motor. According to Toyota Motor, Lexus entered China's imported automobile market in 1993. Currently, models such as the LS430, RX300, GS300 and IS200 have entered the Chinese market. So far, 12,000 Lexus cars have been sold in the Chinese market. The influence of such a large sales volume and Lexus sedan in the Chinese auto market has made the Lexus brand a trademark with a very high gold content in the imported automobile market in China. However, Toyota did not know what to consider and gave up the gold medal. What a pity . The reporter randomly asked a number of car reporters at the Beijing International Auto Show to ask them who could read the latest Chinese name of the Lexus car. Almost all people were incomplete with "thunder, thunder, and thunder." According to media reports, the reason Toyota changed the name of Lexus to "Lexus" was mainly because the Lexus trademark was already registered. The reporter interviewed Toyota Motor’s Beijing office on this issue. According to the office’s sources, the Lexus brand is certainly not registered by others because Toyota’s trademark has already been registered in China. When a reporter asked to see the relevant documents of Toyota's registration of Lexus, the person said sincerely that Toyota did register the trademark with Lexus. Please be sure to trust her. Recently, Toyota high-ranking Toyota Akio also said in an interview in Beijing that the change of Chinese name is not related to the issue of being a cybersquatting by other companies, but Toyota Motor Co. announced that LEXUS will update its Chinese transliteration and believes in the use of new Chinese transliteration. , can help Chinese consumers think of the LEXUS brand more easily. However, according to the reporter’s understanding, many consumers do not recognize Toyota’s claim. Some people say that if this idea is followed, Toyota should call “Tao wants him.†Only in this way can people think of pronunciation of “TOYOTA†more easily. Changing the name of the car not only happened to Toyota, but German BMW was also involved in the battle for “BMW†in China. Beijing BMW Automotive Service Company, the first German BMW dealership in China, was also the first company to identify BMW's Chinese name as “BMWâ€. Now it is facing German BMW’s request to change its corporate name, and it is likely to trigger Lawsuit with German BMW Group. According to the reporter's understanding, before 1992, BMW cars were not called BMW in China but were translated as "Bair". In 1992, a Swiss-based company in Hong Kong began to sell BMW cars in China and became BMW's first domestic agent company. The company, which was registered in the name of BMW in Hong Kong, decided to use the name "BMW" when promoting BMW in the country. In July 2003, the Beijing Municipal Bureau of Industry and Commerce received a complaint from BMW Germany requesting inspection of the Beijing BMW Motor Service Company for infringement. The industrial and commercial personnel finally found a BMW mark with a layer of dust in the company's repair shop and seized the official seal of the Beijing BMW Motor Service Company. According to industry insiders, BMW BMW suddenly complained on the eve of the launch of the domestic BMW that Beijing BMW Motor Co., Ltd., the goal is by no means the emblem on the official seal used by the Beijing BMW, but the company name used by the Beijing BMW Automotive Service Company. The word BMW in the name of the company in Beijing will cast a shadow on the development of German BMW in the Chinese automobile market. The reporter learned from an interview with relevant persons of the Beijing BMW Automotive Service Company that Beijing BMW had prior rights of use and did not constitute infringement of German BMW vehicles. According to the existing legal provisions, as long as the use of standardized business names is obtained, this is supported by the "Trademark Law," "Company Law," and "Regulations on the Administration of Enterprise Registration." The registration time of Beijing BMW Motor Service Co., Ltd. was 1992, and German BMW registered “BMW†trademark in 1995. Whether Toyota's Lexus' name change or German BMW’s bid for BMW’s name in Beijing, it all reflects the mistakes that foreign auto companies made in the Chinese auto market. In the case of German BMW, the trademark of BMW is used in the market of any country in the world. There is no other name. The Chinese auto market has its own rules. Both BMW and BENZ have a well-known Chinese name in the Chinese auto market, namely Mercedes-Benz and BMW, and through years of development, these Chinese names have great gold content. Become the most influential brand name for foreign cars in the Chinese market. At this time, any foreign car company dared not insist on its consistent claim. German BMW is a BMW all over the world, but in China, it can only be BMW. There are certainly not many BMW speakers. Therefore, the Chinese name of BMW has become a huge wealth and has become the focus of attention and competition. (Wang Yu)
May 24, 2024