BMW vs Geely: Brands in local fight over trademarks
The Geely EX5 mid-size electric SUV is already on sale, but a trademark dispute could force it to be renamed.
Two months after acceptance of the 'Geely EX5' trademark was published by IP Australia on December 17, 2024, BMW submitted a notice of intention to oppose Geely's filing on February 17, 2025.
It has until July 29, 2025 to provide evidence to support its opposition.
It appears BMW's opposition to the nameplate is due to the similarity with its long-running X5 nameplate.
Hundreds of new car deals are available through CarExpert right now. Get the experts on your side and score a great deal. Browse now. Supplied Credit: CarExpert
'BMW Group protects its well established reputation in its premium products which are highly regarded and valued by consumers,' said a BMW Group Australia spokesperson when asked about the trademark opposition.
'We are aware of the application and are considering our options and do not otherwise wish to comment on the related legal processes.'
But no opposition has been recorded yet for a subsequent Geely filing made on December 23, 2024, of which acceptance was published on May 24, 2025, for simply 'EX5'.
Geely has also filed to trademark 'Geely EX2' and 'Geely EX3', which may also fall afoul of BMW given it sells models wearing the X2, iX2, X3 and iX3 nameplates. Supplied Credit: CarExpert
'Geely Auto Australia is aware of an opposition regarding the trademark of one of its model names. As this is a legal matter, we will not be making any further comments at this stage,' said a Geely Auto Australia spokesperson.
The EX5 is known in China as the E5, and is sold under the Geely Galaxy sub-brand, which also offers the L7 electric vehicle (EV) and the Starship 7 EM-i plug-in hybrid (PHEV), the latter of which was recently spied testing in Australia.
Galaxy branding isn't used here.
Geely isn't the first automaker to find itself in a trademark dispute.
Audi, for example, opposed trademark applications by Chinese brand Nio in 2023 for the ES6, ES7 and ES8 nameplates, which it argued would be 'likely to deceive or cause confusion' and were 'substantially identical or deceptively similar' trademarks to its own. Supplied Credit: CarExpert
The German brand sells vehicles under the S6, S7 and S8 nameplates.
It was ultimately unsuccessful in forcing Nio to change its nameplates, though the Chinese brand nevertheless still has yet to enter the Australian market.
MG is now launching vehicles with very similar nameplates to Audi models, with the MGS5 EV already on sale and the MGS6 EV due on sale here in 2026. Audi sells both S5 and S6 model variants.
Audi didn't respond to our requests for comment following the publication of the MGS5 EV trademark earlier this year. We've also contacted the company about the subsequent filing for MGS6 EV.
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Speaking with CarExpert at the Australian media launch of the facelifted Sportage, Kia Australia's general manager for product Roland Rivero said his team's next priority for the upgraded mid-size SUV range is adding a cheaper hybrid grade, but getting it here could be an uphill battle. "What we need to monitor first is this trim and powertrain strategy [the new all-wheel drive HEV variants in SX and GT-Line trims]. We want to see how this goes in the marketplace," Mr Rivero told CarExpert. "On top of that, we have to marry it up to how much supply we can get. Hybrid production [for Australia] is shared with the United States, so we sometimes don't get the lion's share of hybrids." Hundreds of new car deals are available through CarExpert right now. Get the experts on your side and score a great deal. Browse now. "We're quite happy that… we've got enough supply to do SX and GT-Line across [Hybrid] all-wheel drive and front-wheel drive, and to ask for another variant means we're going to need more supply. "If the stars do align, we can bring [entry-level Sportage S HEV variants] in. It's easy to create the variant, but not necessarily easy to get the supply of it. So we've got to juggle that right now and see how we go – timing wise… I don't know," Mr Rivero added. Notwithstanding his desire for a cheaper S-spec version of the Sportage hybrid, Mr Rivero said supply of petrol-electric Sportage vehicles has improved slightly for the model's mid-life facelift, and currently sits somewhere between 400 and 500 units per month compared to the 300/month total for the pre-facelift model. 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Speaking with CarExpert at the Australian media launch of the facelifted Sportage, Kia Australia's general manager for product Roland Rivero said his team's next priority for the upgraded mid-size SUV range is adding a cheaper hybrid grade, but getting it here could be an uphill battle. "What we need to monitor first is this trim and powertrain strategy [the new all-wheel drive HEV variants in SX and GT-Line trims]. We want to see how this goes in the marketplace," Mr Rivero told CarExpert. "On top of that, we have to marry it up to how much supply we can get. Hybrid production [for Australia] is shared with the United States, so we sometimes don't get the lion's share of hybrids." Hundreds of new car deals are available through CarExpert right now. Get the experts on your side and score a great deal. Browse now. "We're quite happy that… we've got enough supply to do SX and GT-Line across [Hybrid] all-wheel drive and front-wheel drive, and to ask for another variant means we're going to need more supply. "If the stars do align, we can bring [entry-level Sportage S HEV variants] in. It's easy to create the variant, but not necessarily easy to get the supply of it. So we've got to juggle that right now and see how we go – timing wise… I don't know," Mr Rivero added. Notwithstanding his desire for a cheaper S-spec version of the Sportage hybrid, Mr Rivero said supply of petrol-electric Sportage vehicles has improved slightly for the model's mid-life facelift, and currently sits somewhere between 400 and 500 units per month compared to the 300/month total for the pre-facelift model. During the Sportage media conference, Mr Rivero also indicated that initial orders are showing a 60:40 split between AWD and front-wheel drive Sportage Hybrid variants, which is unsurprising given AWD hybrids have previously been unavailable in Australia. The most affordable Sportage HEV in Australia is the SX FWD, which starts from $46,450 plus on-road costs. A cheaper front-drive Sportage S hybrid would likely drop that figure to around $42,000. Australia's favourite SUV, the hybrid-only Toyota RAV4, is currently priced from $42,260 plus on-road costs for the cheapest GX 2WD variant. The Kia Sportage lineup is currently the fourth best-selling mid-size SUV in Australia based on VFACTS new-vehicle sales data, with 8723 units registered between January 1 and May 31 this year. Its 9.4 per cent share of the nation's largest auto market segment is bested by the aforementioned RAV4 (with 21,613 sales in the same period), as well as the Mitsubishi Outlander (10,203) and Mazda CX-5 (9409). For the 2024 calendar year, the Sportage line notched up 22,210 registrations (up 41.0 per cent year-on-year), again placing it fourth behind the same rivals in the same order. Interestingly, the related Hyundai Tucson lineup (7940 sales YTD) trails the Sportage in terms of popularity, despite offering double the number of hybrid variants – eight versus just four for the updated Sportage. Stay tuned to CarExpert for our first Australian drive of the facelifted Sportage on July 13. MORE: 2025 Kia Sportage price and specsMORE: Everything Kia Sportage Content originally sourced from: Kia Australia's product boss wants a more affordable, entry-level Sportage Hybrid (HEV) variant to better compete with the top-selling Toyota RAV4, but he can't confirm exactly when such an option will become available. Speaking with CarExpert at the Australian media launch of the facelifted Sportage, Kia Australia's general manager for product Roland Rivero said his team's next priority for the upgraded mid-size SUV range is adding a cheaper hybrid grade, but getting it here could be an uphill battle. "What we need to monitor first is this trim and powertrain strategy [the new all-wheel drive HEV variants in SX and GT-Line trims]. We want to see how this goes in the marketplace," Mr Rivero told CarExpert. "On top of that, we have to marry it up to how much supply we can get. Hybrid production [for Australia] is shared with the United States, so we sometimes don't get the lion's share of hybrids." Hundreds of new car deals are available through CarExpert right now. Get the experts on your side and score a great deal. Browse now. "We're quite happy that… we've got enough supply to do SX and GT-Line across [Hybrid] all-wheel drive and front-wheel drive, and to ask for another variant means we're going to need more supply. "If the stars do align, we can bring [entry-level Sportage S HEV variants] in. It's easy to create the variant, but not necessarily easy to get the supply of it. So we've got to juggle that right now and see how we go – timing wise… I don't know," Mr Rivero added. Notwithstanding his desire for a cheaper S-spec version of the Sportage hybrid, Mr Rivero said supply of petrol-electric Sportage vehicles has improved slightly for the model's mid-life facelift, and currently sits somewhere between 400 and 500 units per month compared to the 300/month total for the pre-facelift model. During the Sportage media conference, Mr Rivero also indicated that initial orders are showing a 60:40 split between AWD and front-wheel drive Sportage Hybrid variants, which is unsurprising given AWD hybrids have previously been unavailable in Australia. The most affordable Sportage HEV in Australia is the SX FWD, which starts from $46,450 plus on-road costs. A cheaper front-drive Sportage S hybrid would likely drop that figure to around $42,000. Australia's favourite SUV, the hybrid-only Toyota RAV4, is currently priced from $42,260 plus on-road costs for the cheapest GX 2WD variant. The Kia Sportage lineup is currently the fourth best-selling mid-size SUV in Australia based on VFACTS new-vehicle sales data, with 8723 units registered between January 1 and May 31 this year. Its 9.4 per cent share of the nation's largest auto market segment is bested by the aforementioned RAV4 (with 21,613 sales in the same period), as well as the Mitsubishi Outlander (10,203) and Mazda CX-5 (9409). For the 2024 calendar year, the Sportage line notched up 22,210 registrations (up 41.0 per cent year-on-year), again placing it fourth behind the same rivals in the same order. Interestingly, the related Hyundai Tucson lineup (7940 sales YTD) trails the Sportage in terms of popularity, despite offering double the number of hybrid variants – eight versus just four for the updated Sportage. Stay tuned to CarExpert for our first Australian drive of the facelifted Sportage on July 13. MORE: 2025 Kia Sportage price and specsMORE: Everything Kia Sportage Content originally sourced from:
