Rental company Enterprise has won a trademark battle with rival Europcar at the High Court in London.
The dispute centered on the of the “e” logo by Enterprise Rent-A-Car, and occurred when Europcar used an “e” logo in its branding from 2012. Enterprise claimed this was used extensively in Europcar’s advertising and marketing campaigns.
Enterprise claimed the new logo was confusingly similar to the Rent-A-Car trademark.
The court found Enterprise’s trademark had “distinctive character and reputation as a result of extensive use”, and that confusion had been caused by Europcar’s redesigned logo. The court concluded that Europcar’s use of the logo infringed on Enterprise’s rights.
“We have invested heavily over recent years to grow the Enterprise brand in Europe and provide customers with an exceptional experience. The good reputation that we create in doing business the right way is attached to our brand, so it’s the most valuable asset that we have,” said Jim Burrell, European senior vice president of Enterprise.
