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There can only be one “Xiaomi Auto”! The giant is suing a company founded in 2016

In the dynamic technology industry, protecting trademarks and trade names is vital. A recent example is the lawsuit filed by Xiaomi, a well-known manufacturer of electronic products and intelligent hardware, which has initiated legal action to protect its brand.

There can only be one “Xiaomi Auto”! The giant is suing a company founded in 2016

Xiaomi SU7 Max Pro Founders Edition official models prices colors Xiaomi cars
Xiaomi SU7

The legal dispute flared up between Xiaomi and the Qingdao Xiaomi Automobile Sales and Service Co., Ltd., a company that, despite its name, has no relation to the tech giant. The dispute centers on the automotive service company's use of a very similar logo and typeface to Xiaomi Group's on its official website, promotional materials and physical stores, potentially misleading consumers.

The case will be heard on June 14 at the Huangdao District Court in Qingdao, where Xiaomi Technology Co., Ltd. will appear as the plaintiff. The question raised by Xiaomi Car is emblematic of the importance of brand protection, especially after the announcement of the company's entry into the automotive sector. Clarity and distinction between the products and services offered by different companies are essential to avoid confusion and ensure correct identification by consumers.

Xiaomi SU7 internal photos
Xiaomi SU7

Qingdao Xiaomi Automobile Sales and Service Co., Ltd. was established in July 2016 with a registered capital of RMB 1 million and jointly owned by two individuals. The absence of an equity connection with any company related to Xiaomi has not prevented the use of distinctive elements that strongly recall Xiaomi's visual identity.

We would also like to point out that, for those who don't know, the Chinese word "xiaomi" translates into "millet", yes the cereal. So it's not a proper name.

In any case, Xiaomi's move reflects a common defensive strategy among large companies to safeguard their brand value and market influence. In an era where corporate image and reputation are critical assets, Xiaomi's legal battle highlights the importance of constant vigilance and timely legal action to prevent trademark misappropriation and misuse.

Now we just have to wait and see the court's decision.

Pierpaolo Figuccia
Pierpaolo Figuccia

Nerd, passionate about technology, photography and video maker. And of course I love Xiaomi products!


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