Jaguar Land Rover Fails In Defender Trademark Bid

Jaguar Land Rover Fails In Defender Trademark Bid

Jaguar Land Rover failed in its attempt to brand the shape of its iconic Defender, paving the way for Ineos to continue production of its own off-roader.

The chemicals giant’s Grenadier bears a striking resemblance to the Defender, and Tata-owned Jaguar Land Rover had attempted to protect the shape of its long-produced car, although the case was dismissed by a London court earlier this week after judging that the shape was not distinctive enough.

A judge said the differences between the Defender and cars like the Grenadier “may be irrelevant, or even fail to register, with average consumers.”

Jaguar Land Rover responded to the decision by saying it was disappointed with the decision.

“The Land Rover Defender is an iconic vehicle that is part of Land Rover’s past, present and future,” the company said in a statement. “Its unique shape is instantly recognizable and symbolizes the Land Rover brand around the world.”

Ineos added “that the Defender’s shape does not serve as an original badge for JLR products”.

“We are continuing our launch plans and are delighted to bring Grenadier to the market in 2021,” he said in his own statement.

Ineos is currently working on securing the Daimler factory in Moselle, France. The old Smart factory will be used in place of a factory planned for this purpose by the old Ford factory in Bridgend, Wales. A second plant in Portugal was also planned, but this plan was put on ice.

The Ineos Grenadier was developed with the help of Magna Steyr, who worked on the chassis and suspension; and BMW, which is supplying the engines for the project.

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