DaimlerChrysler seeks rights to Daimler name

Mercedes Benz logoNow that DaimlerChrysler AG has washed its hands off the Chrysler group, it wants to rename itself to Daimler AG. But that might not make as much sense as you think it would legally. This is because the future Daimler AG would not have the rights to the Daimler brand.

Instead, the name belongs to Jaguar, who uses it for some of it’s high end cars. Jaguar acquired rights to the Daimler name in 1960 when it bought the Daimler Motor Company, the British carmaker set up by Frederick Simms when he acquired the patents to the Gottlieb Daimler engines and the use of the Daimler name.

DaimlerChrysler AG is currently in legal discussions with Ford Motor Co who owns Jaguar on the use of the Daimler brand name.

DaimlerChrysler will now be allowed to use the name alone or in combination with other words as the title of a trading company, a trade name or a corporate name. The extended usage agreement does not, however, affect either company’s existing right to use the Daimler name for a product,” said a Ford spokesman.

There are some critics who oppose the Daimler AG proposed name change, instead suggesting Daimler-Benz AG, which was the group’s name before it merged with the Chrysler group in 1998. It is suggested that leaving the Benz name out ignores the contribution of Karl Benz to the company.

Source

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Paul Tan

After dabbling for years in the IT industry, Paul Tan initially began this site as a general blog covering various topics of personal interest. With an increasing number of readers paying rapt attention to the motoring stories, one thing led to another and the rest, as they say, is history.

 

Comments

  • proton GL (Member) on Aug 23, 2007 at 11:49 pm

    i think its more associated with queen of england,
    diamler feel more british than german,

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  • mzfnd (Member) on Aug 24, 2007 at 1:18 am

    Confusing little headache right there. Why don’t just start anew with a fresh name and avoid the complications altogether, eh?

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  • The Unicons (Member) on Aug 24, 2007 at 8:21 am

    Just name it a NEW NAME. People will still buy your car la!!!!! Why so difficult?

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  • BanyakMasukWorkshop (Member) on Aug 24, 2007 at 12:25 pm

    doesnt heritage mean anything to you guys?

    to name it a “new name”, is to ignore the long heritage of the company. Similarly, with the critics who say they should not forget to include the “benz” name in.. its like telling rolls royce to change their name.

    why do you think people like bmw buy Mini, they dont need the technology or whatever..etc. they want the Brand Name.

    Its easier and cheaper to buy a world famous brand, then to build up an unknown brand from scratch(takes lots of time, and plenty of money).

    A good example is coca cola. More than 70-80% of the entires companys worth, is actually the price of the “brand”.

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  • szw (Member) on Aug 24, 2007 at 1:11 pm

    confusing.

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  • proton GL (Member) on Aug 24, 2007 at 3:56 pm

    bmw build mini
    bmw build RR
    vw build buggati
    lamboghini

    benz want to revive ‘diamler’ brand maybe?

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  • mzfnd (Member) on Aug 24, 2007 at 4:29 pm

    Ford owns Jaguar who bought Daimler back in1960.
    Sounds to me they solidly own the heritage.
    How did Daimler-Chrysler ever come around?

    Is it like a Siamese twin who wished to go separate way from his twin brother only to find out someone else has got his identity?

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  • BigFish (Member) on Aug 24, 2007 at 4:52 pm

    The Unicons, don’t talk thrash with “NEW NAME” suggestions! It is just show you are lack of knowledge or ignorant about branding! Fortune 500 estimate coca-cola is the most expenssive brand in the world and is worth over USD 60 billion, whislt Toyta brand worth more than USD 20 billion, you work “zillion” year perhap still can’t earn that much of monies! Talk is free …..

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  • Paul Tan on Aug 24, 2007 at 5:13 pm

    BigFish aka Joe Ooi – why do you insist on insulting anyone who has different opinions from yours? if you wish to continue commenting here, please behave. The same goes to everyone else. Let’s all be civilised.

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  • nmh (Member) on Aug 24, 2007 at 5:37 pm

    I tot they want to use daimlerbenz after break with chrysler

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  • mystvearn (Member) on Aug 24, 2007 at 8:28 pm

    Making an acronym of all DC car brands? Not sure it means anything though.

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  • alpha0201 (Member) on Aug 24, 2007 at 10:20 pm

    You guys seem to forget that Chrysler is no longer part of Daimler(Benz). It would be a direct conflict to the Jaguar’s Daimler brand

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  • BigFish (Member) on Aug 24, 2007 at 11:13 pm

    Paul Tan, OK noted your remarks – keyword are behave and civilize!

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  • BanyakMasukWorkshop (Member) on Aug 24, 2007 at 11:20 pm

    most of you seem to be confused still.

    Their original name is “daimler benz”, and when they tied up with chrysler, became daimler chrysler. now that they go their separate ways, they want to use only “daimler”, but they can’t, coz its owned by jaguar.

    so i suppose some of their management or shareholders want back the original daimler benz name.

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  • alpha0201 (Member) on Aug 25, 2007 at 8:44 am

    If I’m not mistaken, Jaguar is up for sale. So this is the best time to acquire the Daimler back. Like the Rover MG scenario. China auto manufacturer/assembly can’t get the rights for Rover, instead, get the MG.

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  • torishimeyakuin (Member) on Aug 25, 2007 at 12:26 pm

    Ooh now i am able to construe what stands behind the DC’s name. Thanks Paul for divulging the chronological facts.

    Nevertheless, i think they can opt to revert for the previous Daimler-Benz marque.That would be nice and reasonable.

    By the way, another scoop, India’s Tata is spotting on British car legends. Either it would be the Jaguar or Land Rover. We knew since long ago that Ford motor has been reportedly put up its two UK division for sale.http://news.bbc.co.uk/2/hi/business/6962591.stm

    Thus, if the German are so passionate of hailing sole Daimler AG’s name, they might better consider to grab the Jag quicker than the Indian.But of course, if the only reason to snatch Jag is just for the benefit of having the right for the Daimler’s name….it is quite naive IMHO. It’s not like you purchase a durian for tempoyak. Ya know i m sayin…

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  • BanyakMasukWorkshop (Member) on Aug 26, 2007 at 12:05 am

    well said torishimeyakuin.

    its no point they buy jaguar just to obtain the daimler name.. technically, they never owned the daimler name on its own, and even then, its totally unrelated to the daimler of jaguar.

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  • alpha0201 (Member) on Aug 26, 2007 at 12:57 am

    http://en.wikipedia.org/wiki/Daimler_Motor_Company

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