Porsche’s Electric Vehicle Trademark: Porsche‘s recent attempt to secure a trademark for the distinctive sound tailored for its electric vehicles within Europe has encountered a setback. The European Intellectual Property Office (EUIPO) has declined the application, citing a lack of distinctiveness. Emphasizing the characteristics of the sound as “futuristic, melodious, and rhythmic, with identifiable motives and dynamics,” Porsche argued that it could be readily linked to their brand, much like the recognizable motifs of renowned musical compositions and iconic movie sounds, such as those from Knight Rider and Star Wars.
Image: Porsche
Notwithstanding, the EUIPO raised concerns that, while the sound differs from a traditional engine noise, it imitates the acceleration of an internal-combustion engine. This imitation, according to the EUIPO, fails to establish a unique identification for Porsche’s vehicles in comparison to those of other companies. Rejecting Porsche’s Electric Vehicle Trademark analogy to Beethoven’s symphony, the EUIPO held that the proposed trademark did not meet the criteria for a musical composition. Additionally, the office dismissed Porsche’s references to vintage sounds from popular series and films, deeming them irrelevant in the contemporary context.
This development has brought to the fore the challenges of securing trademarks for non-visual elements within the automotive industry, underscoring the need for a distinctive sound that unequivocally sets a brand apart.
Notwithstanding, in spite of Porsche’s deliberate attempts to connect its electric vehicles with a distinct auditory identity, the path to securing an exclusive sound trademark persists as uncertain within the realm of intellectual property law.
As the automotive industry continues to navigate the intricacies of non-visual trademarks, Porsche’s experience serves as a reminder of the evolving landscape of brand identity.
Edit: It has come to our attention that Porsche successfully secured this trademark in Germany.