Influx

Trademark disputes have been fought over some the world’s most valuable brands like, Budweiser and Smirnoff, in the beverage category. Now Jaguar, owned by the Ford Motor Company plans to launch a Daimler.

This seems to be a direct attack on Ford’s rival, Daimler-Chrysler. However, the move is a legitimate one since the Daimler Motor Company is an English company, legally established at the end of the C19th. The company is best known as the manufacturer of royal limousines.

Jaguar purchased the rights to the Daimler brand in the 1960s and for a number of years used it to market similar models under two different two badges, with Daimler representing the luxury versions of Jaguar models.

Ford is hoping that Daimler can help the company play in the uber-luxury category. The company will launch a model at this fall’s Frankfurt Motor Show, based on Jaguar’s new XJ sedan. It will have a price tag of $181,000.

This move takes the Daimler brand into direct competition with luxury marques like Bentley.