Chery files trademark complaint against Mercedes over “EQ” name

Chinese automaker Chery Automobile has submitted a complaint with the country’s trademark regulator over Mercedes-Benz‘s usage of the “EQ” name for a series of green-energy automobiles, leading to a possible road block for the Daimler unit in the largest electrical vehicle market worldwide.

A Chery spokeswoman informed Reuters on Thursday that the automaker had submitted a problem with the Trademark Office of the State Administration for Industry and Commerce, which it hopes will disallow Mercedes from using the name in China.

She stated Chery has used the name “eQ” for its two-door battery electrical vehicle for 2 years.

Mercedes displayed a concept car for its forthcoming line of electric vehicles in 2016, saying it would construct its first EQ car in a German factory by the end of the decade. The automaker stated last year it might make EQ in China however did not provide a launch date.

A judgement in Chery’s favor would be a shock to Mercedes in an essential market for new-energy automobiles as more electrical automobiles are offered in China than the rest of the world integrated, because of in part to government initiatives targeting air pollution.