Aston Martin is reportedly taking its major shareholder, Geely, to the High Court over a logo dispute involving the London EV Company (LEVC). According to Carscoops, the conflict centres on a proposed emblem for the electric taxi maker, which allegedly infringes on Aston’s iconic wings, a design that has defined the brand since 1927.
While trademark disputes are common in the automotive world, this one is spectacularly awkward given that Geely holds a 17% stake in the British carmaker and occupies a seat on its board.
The disagreement focuses on LEVC’s new badge, which features a horse’s head flanked by outstretched wings. Executives at Gaydon argue that the design is similar enough to confuse potential buyers, though a UK Intellectual Property Office tribunal recently dismissed these concerns.
In a blunt ruling, the tribunal stated that consumers were unlikely to mistake an electric black cab for a high-performance sports car. The court further noted that other marques, including Bentley and MINI, have used winged motifs for decades without causing any mass market confusion.
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This simmering feud dates back to 2022 when Geely first applied for the trademarks, a move that Aston Martin formally opposed the following year. Ironically, 2023 was the same year Geely doubled its investment to become the company’s third-largest shareholder.
After losing the initial case and being ordered to pay GBP2,200 (approx. RM12k) in legal costs, Aston Martin has now escalated the matter to the High Court. Although Geely maintains that the appeal is merely a routine legal process, it remains a bizarre spectacle to see a luxury brand spend thousands in legal fees to fight its shareholder.
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