Mini dealerships used in Scotland cannot use the Mini name but will use the BMW name instead.
A car dealership specializing in Minis in Scotland is battling BMW for its right to use the Mini name for its business. BMW, the parent company of the MINI brand, has asked dealerships to stop using the trademarked name but the MINI brand wants to trademark its name but has been asked by BMW to stop, as it is not an authorized MINI retailer. The dealer uses emoji to sell the trademark and grapples with BMW’s sense of humor.
The problem began when Bridgend Motor Group of Kilmarnock, Scotland, opened a used car dealership called Mini World in December. The dealer specializes in Mini cars, Mini has a large selection of vehicles, but the Mini brand was notified by BMW shortly afterward. Done, BMW told MINI dealerships to remove the brand name and logo.
Bridgend tried to cross out the MINI name on signage and took the fight to social media. But the dealership wrote on their Facebook page that apparently, we are not allowed to use the word MINI, but we are trying to sell used MINIs and not on our signs, flags, or our website. We are not even sure whether the words are allowed to think or not! Anyway, we are sincerely sorry for our genuine mistake we sell the used Mini, but it did not run with the BMW and informed Bridgend that the crossing of the name was still verbatim. But Mini responded by covering the logo with a variety of face emojis and calling itself “INI World”. And added notes on prompts encouraging people to “follow the story” on social media.
Bridgend Motor Group appears to be enjoying the results of its social media campaign but just as it has attracted worldwide attention. Sales manager Mark Hawthorne has stated that “We never thought this would be an issue, but it has been, and there is a small local family-operated business in a small town like Kilmarnock. How many more used Minis in the UK Experts? We’re sure they’re using the word mini, too.” BMW confirmed that it had asked Bridgend to stop using the Mini name as it is not an authorized Mini retailer. However, it has yet to respond publicly on social media or to the dealer, which names itself “iNi World”.
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Source: Motor1 And Automotive News
