Independent Airstream repair centers asked to remove "Airstream" from business

[SuperTrouper]

I just read on another social platform that Vinnie's Northbay Airstream Repair received a letter from Airstream’s parent company, Thor Industries, insisting that the company, Vinnie’s Northbay Airstream Repair, cease all use of the AIRSTREAM trademark and trade dress in connection with the business including logo, business name, domain name, and social media accounts. Others in the thread mentioned that additional independent shops received the same notice. While it is the company's right to protect their trademark, I think it would behoove them to concentrate on improving build and network support quality rather than try to stomp out competition with silly cease and desist actions. For those of us who know Vinnie and his (and his teams) excellent work, this will make no difference in his business, perhaps even boost it. Anyway, the new company name is "Vinnie's". As one of the posters on Vinnie's site noted (paraphrasing): "If Airstream Corp (Thor) believes that forcing Vinnie's to change the business name will change their service business, they clearly don't understand the influence of campfire conversations."

[DCPAS]

The problem is that if you do not defend your trademark, you lose the right to its exclusive use. So, Airstream had to do something. Shops can do things like saying they specialize in Airstream repairs, but the trademark should not be in its business name.

[PaulBristol]

There is a proper way for a business to reference a trademark name.

I am not a trademark lawyer.

Advertising that a repair company services Airstream RV's is okay. Adding "Airstream" to ones name is infringement.

A company that does not actively enforce its trademark rights, looses them by default. So Thor must enforce or loose trademark. They have no choice.

[nelsonh]

I suppose we shouldn't be shocked by Airstream's stance on this, I'm a little surprised it didn't happen sooner. If I think about the same circumstance in the auto repair arena, it's certainly not common for an independent, say, Ford or Toyota or Lexus-specialized repair shop to include those brand names in their own business name. I spoke at length with the owner of Midwest Airstream Service at a rally recently and he didn't mention this, but I would assume the same thing will be affecting him soon, if not already.

[PaulBristol]

Businesses may use a trademark with permission from the trademark holder. Various types of contracts are used. Owner of the "Airstream" trademark determines what relationships are allowed.


Use of the trademark without permission must be policed by the trademark holder. Lack of active protection for fits trademark ownership.