Founded in 1992, Xiamen sells buses to nearly 120 countries. Like Citroën, the company uses its logo prominently on the grille of the bus. There is therefore a likelihood of confusion: the consumer can quickly think that it is a Citroën bus.
The new Citroën logo, the tenth variant of the car brand, has been visible on the first cars since September, the new models will follow in 2023. CEO Vincent Cobée is enthusiastic. As we enter what is arguably the most exciting chapter in Citroen’s 103-year illustrious history, it’s time to opt for a modern, contemporary look.
European trademark registration
It will certainly be exciting, but it’s probably not the tension Cobée is hoping for. With a European trademark registration since 2010, the Chinese hold the oldest rights to the paper. With this they can in principle force the French carmaker to choose another logo, at least one without the oval.
To pave the way for the new logo in Europe, Citroën launched legal proceedings at the end of 2021 to undermine the registration of the European brand 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 the forfeiture of your right.
However, it is unclear whether Citroën will be successful. In March, the Chinese submitted a large package to the procedure with examples of the use of their logo in Europe. The European Trade Mark Office will now evaluate this evidence. If there is sufficient use (and it appears to be so), the Chinese trademark registration will remain intact and Citroën will have a big problem. In the worst case, the company has yet to change its logo.
Citroën says it is not impressed by the similarities between the two brands. ‘Some people see similarities between brands. However, that shouldn’t stop us from staying close to our roots and values and using our first logo.”
The French firm does not want to say whether Xiamen Golden Dragon Bus has asked Citroën to adjust the new logo. “We do not comment on the actions of competitors.” According to Citroën, the procedure that Citroën launched in 2021 to cancel the registration of the Chinese brand is part of such an important introduction of the brand. “While we are busy with the introduction of our new logo, we are also taking the right steps to properly protect our brand.”
The decision of the European trademark office on the use of the Dragon Bus logo is expected in the coming months. Asked whether the parties also compete in Asia and South America, where Xiamen also owns older brand registrations, Citroën declined to comment.
