Chinese automaker GAC will rebrand its M8 multi-purpose vehicle after receiving a request from German luxury carmaker BMW. The move comes in response to a naming conflict, as BMW has long used the “M8” designation for its high-performance coupe.
The Trademark Issue
BMW confirmed awareness of the overlapping branding when GAC first launched its M8 plug-in hybrid in December. Despite initially taking no formal action, BMW later contacted GAC, requesting a name change for the van. GAC’s CEO, Kevin Shu, has acknowledged the request will be fulfilled.
“Some influence from headquarters… we’ll likely change the name. In Australia, it’s M8, but in China, it’s E9. We may switch to E9.”
— Kevin Shu, GAC CEO
The situation highlights the increasing importance of trademark protection in the global automotive market. BMW has actively defended its brand identity, stating it “protects the well-established reputation of its premium products.” However, GAC representatives describe the communication with BMW as “reasonable and friendly,” with no aggressive pressure.
Potential Complications with the E9 Alternative
While GAC considers adopting the “E9” nameplate, this could create further complications. Ironically, “E9” was also historically used by BMW for a series of coupes produced from 1968 to 1975, including the iconic 3.0 CSL. This suggests GAC may ultimately need to select an entirely new name to avoid further trademark conflicts.
Broader Trends in Automotive Branding
This incident is not isolated. In 2023, Audi opposed Nio’s use of the “ES6,” “ES7,” and “ES8” badges, citing similarity to Audi’s “S6,” “S7,” and “S8” models. However, IP Australia ultimately ruled in favor of Nio. Notably, Audi did not object to MG’s use of the “S5” designation, despite also marketing an S5 model.
Conclusion
GAC’s decision to rename the M8 underscores the growing complexities of automotive branding in a globalized market. While trademark disputes are common, the interplay between established luxury brands like BMW and emerging Chinese manufacturers such as GAC will likely continue to shape industry naming conventions. The company will now seek a more unique designation for its vehicle, avoiding further entanglements with existing trademarks.
