The latest lawsuit against BMW e-commerce is another setback for the maker of the iconic sport utility vehicle.
The suit alleges that BMW ecommerce infringes on the trademark of the manufacturer of the e-bike, BMW, and the ecommerce service that facilitates it, e-Bike Sales.
The suit was filed by the U.S. Trademark Trial and Appeal Board, the federal agency that administers the trademark protection provisions in the U and NAFTA.
“This is a major blow to the BMW brand and it is a very big setback for BMW,” said Richard Grosjean, an attorney at Gibson, Dunn & Crutcher who is representing the plaintiffs in the case.
“This is about more than just a trademark.”
The case was brought by a group of e-bike riders who want the trademark “BMW e-Commerce” to be used for a product line of ecommerce called “BMw e-Shop.”
BMW says the name is misleading and the group wants the court to reject the case, according to the suit.
BMW and the Trademark Office declined to comment on the suit on Thursday.
A BMW spokesman declined to say if the company was considering an appeal.