On August 22, news started surfacing that BMW had sold the Rover trade mark to a mystery buyer. This time, journalists were more cautious, having jumped the gun last time and saying it had gone to SAIC, the Shanghai-based automaker. BMW confirmed the trade mark sale and Red Chinese media waited till Friday before saying that SAIC it was the buyer. (SAIC is still to confirm, but it is the logical buyer, and photographs of its version of the Rover 75 all bore a Viking longship badge.)
   As of today, the UK Trade Marks’ Register still shows BMW is the owner of trade mark no. 288516, but the Register can be behind on recording changes.
   Ford could still exercise first option on the name, and has 90 days to do so, but given its own troubles, I doubt it would be contesting anything extra right now. Provided SAIC does not brand its off-roaders (especially the ugly Ssangyongs coming out of Korea) with the Rover name, Ford is unlikely to kick up a fuss.
   The scenario of MGs and Rovers being rivals, contesting international markets while being steered by Red Chinese management, seems to be closer to reality than ever. How the trade marks will contribute to their brands is anyone’s guess, but SAIC has the money to throw at it. NAC, the owner of MG, will have to think outside the square on this one.

Del.icio.us tags: Rover MG Rover SAIC trade mark brand BMW Posted by Jack Yan, 07:07  permalink

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