Chinese automaker GAC may soon encounter legal challenges over its newly launched ‘M8’ plug-in hybrid vehicle in Australia. The model’s name closely resembles BMW’s high-performance ‘M8’ coupe, already established in the Australian market since 2019, raising concerns about trademark infringement.
BMW’s Position and Response
BMW Australia has acknowledged the naming similarity, stating through a spokesperson that the company actively protects its premium brand and intellectual property. While BMW has not yet filed an official opposition, they are clearly aware of the situation.
“The BMW Group protects the well-established reputation of its premium products, which are highly regarded and valued by consumers.”
This suggests potential legal action could be taken if GAC continues using the ‘M8’ designation.
GAC’s Dismissive Stance
GAC Australia president Kevin Shu downplayed the issue, asserting that the name similarity is inconsequential. He used the analogy of common names like “Kevin” to illustrate his point, emphasizing that brand identity extends beyond nomenclature.
“That doesn’t matter,” Mr. Shu stated. “Different brands have different brand [intellectual property]… personality.”
However, this dismissive approach may not hold up under legal scrutiny. GAC has yet to formally trademark the ‘M8’ nameplate in Australia, while ‘BMW M8’ has been a registered trademark for nearly a decade.
Precedent and Ongoing Disputes
This is not the first instance of BMW clashing with Chinese automakers over trademark disputes. In 2025, BMW previously opposed Geely’s use of the ‘EX5’ name due to its similarity to BMW’s ‘X5’. While that case is currently paused, BMW has the precedent to act aggressively when it perceives trademark violations.
Audi attempted a similar challenge against Nio in 2023, opposing the ‘ES6’, ‘ES7’, and ‘ES8’ badges due to their resemblance to Audi’s ‘S6’, ‘S7’, and ‘S8’ models. However, IP Australia ultimately ruled against Audi, setting a precedent that could favor GAC if BMW pursues legal action.
Implications and Future Outlook
The dispute highlights the growing tension between established Western automakers and emerging Chinese brands entering global markets. While GAC’s confidence may stem from past rulings, BMW’s strong trademark protection history suggests a potential legal battle is likely.
The outcome of this case could set a crucial precedent for how similar naming conventions are handled in the automotive industry, especially as more Chinese brands expand internationally.
