Does Citroën have to change its new logo because of a Chinese bus manufacturer? Just maybe

Xiamen Golden Dragon Bus, founded in 1992, sells buses in nearly 120 countries. Like Citroën, the company uses its logo prominently on the bus’s grille. So there is a risk of confusion. The consumer can quickly mistake it for a Citroën bus.

Citroën’s new logo, the tenth variant of the automotive brand, has been on the first cars since September, and new models will follow in 2023. Citroën CEO Vincent Coppi is excited. “As we embark on the most exciting chapter in Citroën’s illustrious 103-year history, the time has come to opt for a fresh, contemporary look,” he says on the French car brand’s website.

I offer rights

It’s definitely going to be exciting, but it’s probably not the tension Kobe is hoping for. With the European trademark registration from 2010, the Chinese have the oldest rights on paper. In this way they could in principle force the French car company to choose another logo, at least one without the oval.

To pave the way in Europe for its new logo, Citroën has already started legal proceedings at the end of 2021 to undermine the European trademark registration of the Chinese. Citroën’s argument is that Xiamen Golden Dragon Bus has not used its logo in Europe for the past five years. In trademark law, the rule applies that if you don’t use your trademark for five consecutive years, someone else can invoke your forfeiture.

However, it is uncertain whether Citroën will succeed. In March, the Chinese introduced a thick package with examples of their logo being used in Europe for the procedure. The European Trademark Office will now assess this evidence. If there is enough use (and it appears to be), the Chinese trademark registration will remain intact and Citroën will be in big trouble. At worst, it still has to adjust its logo.

‘unimpressive’

Citroën says it is not impressed by the similarities between the two logos. Some people see similarities. However, that should not stop us from staying close to our roots and values ​​and using our first motto.”

The French company does not want to say whether the Xiamen Golden Dragon Bus asked Citroën to modify the new logo. “We do not comment on competitors’ actions.” According to Citroën, the procedure initiated by Citroën in 2021 to cancel the trademark registration of the Chinese is part of such a major brand. “As we work to introduce our new logo, we are also taking the right measures to properly protect our brand.”

The European Trademark Office’s decision on the use of the Dragon Bus logo is expected in the coming months. When asked if the parties also compete in Asia and South America, where Xiamen also holds old trademark registrations, Citroën did not comment.