FCA Loses Lawsuit for Ownership Rights to the Term ‘Moab’
U.S. Patent and Trademark Office denies FCA attempts to register ‘Moab’ as its own trademark to prevent confusion with another company.
FCA is fighting to trademark the name “Moab,” but has hit a significant roadblock. Since 2012, the Trademark application has been up in the air. Repeatedly declined, FCA continues to appeal the rulings. The name comes from the iconic red rocks of Utah. The landscape is legendary for its plentiful hiking, climbing, camping, and off-road driving opportunities. All activities that are synonymous with the lifestyle of the Jeep Wrangler. So what’s the problem?
TFL Car explains that upon introducing the Moab Wrangler in 2013, a company named Moab Industries renowned for modifying Jeeps issued a lawsuit. They claim that FCA and Jeep using the name Moab infringes on their trademark rights. They believe that it will cause confusion between their work and FCA.
The history of this lawsuit and FCA’s efforts to acquire the trademark is a long one. Though FCA applied for the Trademark in 2012 before releasing the Moab edition, their application was denied. Upon Moab Industries pursuing them legally, FCA filed an appeal to the Trademark Trial and Appeal Board. After three years of suspended action on the application, a four-day trial where The District Court of Arizona ruled in favor of FCA in 2016. Citing that confusion between the company Moab Industries, and the Jeep factory Moab edition is unlikely.
With that lawsuit settled, FCA should be free and clear to register the trademark, right? Unfortunately, after once again attempting to acquire the trademark, citing other companies using Moab and the lack of confusion between branding as reasons for their appeal. Despite their case, the trademark was denied once again in February 2017. Despite appeals, the decision was upheld in April 2018, and once more in October 2019.
While the trademark has still not been secured, this does not mean the special edition Jeep will not continue to be produced. It is still permissible for FCA to use the name for their models, but they do not own the trademark. So if you are itching for a new one, don’t worry. They are still available for purchase!
Photos: FCA North America