The Gaydon-based luxury marque is pressing ahead with trademark action against the Chinese conglomerate that owns a sizeable slice of its share register, in a dispute that underscores the delicate politics of cross-border automotive investment.
Aston Martin Lagonda has launched legal proceedings against Zhejiang Geely Holding Group, the Hangzhou-headquartered motor group that holds a 17 per cent stake in the British carmaker, over a winged emblem the luxury marque claims is too close for comfort to its own storied badge.
The case, which pits Britain’s most famous sports car manufacturer against one of its largest shareholders, centres on a logo Geely intends to roll out on vehicles produced by its London EV Company (LEVC) subsidiary, the Coventry-based maker of the capital’s black cabs. The design features a horse’s head set within a pair of outstretched wings, and Aston Martin contends that the overall impression sails far too close to the slender winged motif that has adorned its bonnets since 1927.
The row is not a new one, Aston Martin first raised objections in 2022, when Geely sought to register the marks with the UK Intellectual Property Office. The Gaydon firm formally opposed the application the following year, arguing infringement, only for the hearing officer to side with the Chinese group on the basis that consumers were unlikely to mistake an electric taxi for a £150,000-plus grand tourer.
LEVC logo
That ruling did little to cool tempers at Aston Martin, and the latest legal salvo suggests the board is prepared to press the point despite the awkward shareholder dynamic. Geely acquired its 17 per cent holding for roughly $310m (£245m) in 2023, making it one of the marque’s most significant backers alongside executive chairman Lawrence Stroll’s Yew Tree consortium and Saudi Arabia’s Public Investment Fund.
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