Nissan beats BMW in battle over "M"
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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]
Reader Comments (Page 1 of 2)
1337 5:37PM (8/08/2007)
"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.)
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Maverick 11:54PM (8/09/2007)
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.......
Don 8:42PM (8/08/2007)
I suggest they drive the new G37 coupe.
MrFuNKy 5:44PM (8/08/2007)
BMW "M" cars are the ONLY "M" cars.
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aman 5:44PM (8/08/2007)
I live in Canada and I have heard NOTHING of this
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416Hammy 8:30PM (8/08/2007)
I live in Canada and I have heard of this. You do not get a gold star.
aman 11:14PM (8/08/2007)
I'll live
aman 5:44PM (8/08/2007)
I live in Canada and I have heard NOTHING of this
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JC3 5:49PM (8/08/2007)
They are inferior.Not in a bad way, BMW's are just better.Definetly not equal, and that's a fact.
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JC3 2:11AM (8/09/2007)
Infiniti taking "M" is a little cheekey ,by the way.Reinforces their place as an 'also ran'.
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Bobby 5:55PM (8/08/2007)
As long as the monikers are not confusing customers intentionally or unintentionally, both companies should be able to use the letter M.
If an autoblog enthusiast is confused as to which car is which, i feel bad.
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djSyndrome 5:56PM (8/08/2007)
I can't wait until those two start fighting over the letter 'Z'.
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jg 7:04PM (8/08/2007)
When you see an ad campaign from BMW that states, 'the new Z' then the lawsuits will happen. The problem wasn't Infinity using the letter M it was how they were using it. Picture Pepsi commercials that end 'Drink Pepsi and Grin'. If you owned Coke would you notice a competitor came awfully close to saying 'Have a Coke and a Smile? Would you sue?
Sinaz 3:05AM (8/09/2007)
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?!
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Sinaz 3:35AM (8/09/2007)
Oh crap, I was owned by their edit...
nagmashot 3:35AM (8/09/2007)
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 .
stefan 6:09PM (8/08/2007)
Nissan has been using the letter Z long before BMW.
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SOhp101 6:39PM (8/08/2007)
I think that was djSyndrome's point.
Chris 5:08PM (8/10/2007)
i think its dumb fighting over letters
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TimmboJ 10:08AM (8/09/2007)
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.
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