• Aug 8, 2007
Click over and get your Sesame Street fix. You know you want to.

A Canadian court just ruled that the letter "M" does not belong to BMW, so it has decided to change its name to "BW." Just kidding. BMW Canada had sued Nissan Canada in a bid to stop the Infiniti brand from using the "M" model designation on its mid-level vehicles. BMW has been using the letter "M" to signify its top-performing models for decades and felt its use on Infinitis was confusing to customers.

Actually, BMW called Infiniti vehicles "inferior and more modestly priced." That should have put Nissan in its place, but no, Nissan fought back. And the Canadian Federal Court of Appeal is siding with Nissan, ruling that it's free to use the letter "M", as well.

This recent judgment in Nissan's favor overturns a previous one that went BMW's way and blocked Nissan from using the letter. Nissan was this close to changing its name to Missan. There we go, cracking wise again. Seriously though, BMW has the Supreme Court available if it still wants to fight.

Today's post was brought to you by the letter "M" and the numbers 3, 5, 6 and sometimes 4.

[Source: Canada National Post]


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    • 1 Second Ago
  • 29 Comments
      • 7 Years Ago
      Infiniti taking "M" is a little cheekey ,by the way.Reinforces their place as an 'also ran'.
      • 7 Years Ago
      I live in Canada and I have heard NOTHING of this
        • 7 Years Ago
        I live in Canada and I have heard of this. You do not get a gold star.
        • 7 Years Ago
        I'll live
      • 7 Years Ago
      BMW might as well sue Gillette with there M3 razor.
      • 7 Years Ago
      Reminds me of the old Steve Martin bit about having hostages and his "three demands":
      1) $100,000 cash (it WAS a long time ago)
      2) a get-away car
      3) the letter "M" stricken from the English language.

      Because as he said, you always have to have one weird demand so if they catch you you can plead insanity.

      Get-away car! Ha!
      • 7 Years Ago
      "Inferior and modestly priced," hmm. Does this remind anyone of the time when an executive from BMW Australia said that Audi is not a competitor to BMW?

      It seems like BMW management is to blame for the snobby, yuppie stereotype. (I like BMW cars, but I can't deny the presence of this stereotype.)
        • 7 Years Ago
        I suggest they drive the new G37 coupe.
        • 7 Years Ago
        Whats funny about this ( btw I would never buy an Infinity) but I read an auto review recently of the new BMW 3 hard top convertible and not only did they infer that it was cave man like but it got stuck in mid air. So much for inferior.......
      • 7 Years Ago
      Clearly, if BMW didn't think Infiniti was a worthy competitor, than how would anyone be mislead with the "M" designation? The very nature of the lawsuit implies, that BMW felt it could potentially lose sales to Infiniti.

      I drive a new 3 series and like BMW but this lawsuit is a crock.
      • 7 Years Ago
      I think having companies fight over the rights to a letter or letters is just stupid. There have been different cars that use similar letter designations for years. Back in the day, it was all trim level designations--how many companies have used SE, LX, GT, SL, etc.?

      How about the Infiniti G35 and the Mercedes G55? Or the Lincoln LS and Lexus LS series? Or the Lexus ES and all sorts of Dodge cars with an ES trim designation throughout the 90s? And there are probably a lot more.
        Bryan
        • 7 Years Ago
        Actually Huis, Lexus threatened Lincoln with the LS name because originally they were to be called LS6 and LS8. They still ended up using LS..so I did not see what the big deal was.

        As for this article...I love you BMW. The inferior comment cracked me up. Put them in their place! Ya know though, if automakers would just stick to actual names, instead of stupid letters, we would not be having this problem. I hope one day all Lincolns have real names again!
      Sinaz
      • 7 Years Ago
      Today's post was brought to you by the letter "M" and the numbers 3, 5, 6 and 7.

      I know of the M3, M5 and M6. How come nobody told me there was an M7?!
        • 7 Years Ago
        @Sinaz
        I guess M7 is a tippo and means M1 the mother of all M´s from the 1970´s and the reason BMW founded the M GmbH .
        Sinaz
        • 7 Years Ago
        @Sinaz
        Oh crap, I was owned by their edit...
      • 7 Years Ago
      BMW "M" cars are the ONLY "M" cars.
      • 7 Years Ago
      BMW of C-A-N-A-D-A and Nissan of C-A-N-A-D-A.

      How does this affect Japan, Europe, and the US? I love Bimmers and I think Infiniti's are inferior still, even though the G37 Coupe is an amazing car.
      • 7 Years Ago
      IMO: Most enthusiast consumers pretty-much know (and will continue to know) the difference between a BMW M and an Infinity M. I don't think BMW has anything to worry about. The fuss over BMW's "M" will likely fly over the heads of average consumers. There's no risk in losing brand equity to those who aren't even in their target market to begin with.
      • 7 Years Ago
      I live in Canada and I have heard NOTHING of this
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