Pure blood

In a legal battle over the name of its first SUV, Italian sports car maker Ferrari has filed a lawsuit against a tiny charity over trademarking of the Italian word for “thoroughbred”.

Ferrari, one of Italy’s most famous brands, claims that insufficient commercial use was made of the trademark Purosangue to warrant exclusivity. “Purosangue” literally means “pure blood” and was chosen by the charity to reflect its campaign work against doping in sports. It is also the name of Ferrari’s first SUV, that is due for launch in 2022.

The foundation registered the name Purosangue as a trademark for clothing and other products in 2013 and claims to have sought talks with the carmaker to solve this matter. When it became apparent that no agreement could be reached decided to block the European registration of this brand by Ferrari.

The lawyer for the foundation, of course, played the ‘David-versus-Goliath-card’, claiming continuous of the trademark by his client, including in a partnership to produce branded sneakers and clothes with adidas, a sponsor of the charity.

It remains to be seen whether the Ferrari SUV will be able to be launched under the name “Purosangue”.

Source: ft.com

Erwin Hauër

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