Jaguar Land Rover loses bid to trademark old Defender shape

Published 05 August 2020

Jaguar Land Rover has officially lost its trademark bid - failing to secure the rights for the shape of its old Defender model. The move will allow Ineos to proceed with production of its similarly-styled Grenadier 4x4 - set for 2021 production.

JLR went head to head with Ineos owner Sir Jim Ratcliffe in 2019 when they lost a long-running court battle. The Defender manufacturer then lodged a High Court appeal, which has been dismissed - ending a four-year battle to trademark the Defender's name and style.

The judge said that the shapes JLR was trying to protect weren't distinctive enough to the average buyer to be able to trademark them.

JLR has stated, "We are disappointed by the judgement, but we respect the decision of the court."

Ineos Grenadier Rear (1)

The Ineos Grenadier, which is planned to launch in 2021, has revealed designs that look considerably like the original Land Rover Defender.

But Ratcliffe said: "The Grenadier project started by identifying a gap in the market, abandoned by a number of manufacturers, for a utilitarian off-road vehicle. This gave us our engineering blueprint for a capable, durable and reliable 4x4."

Powered by a range of petrol and diesel BMW engines, the Grenadier off-roader is expected to be priced from around £40,000 when it hits the market late next year, initially as a five-door model - then as a four-door pick-up truck.

At that price, the 4x4 will undercut the new Defender on price, too.

Ineos Grenadier Pickup (1)

Comments

Tom Price on 5 August 2020

And the farmers will continue to buy Japanese pickups at£20,000 a time.

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Ardenpops on 7 August 2020

It will be interesting to see how it sells. I suspect that the reason other manufacturers have abandoned the market is because it doesn’t exist. Why buy an expensive Ineos utility vehicle when there are already lots of good value and very durable pick available.

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Xileno on 7 August 2020

And the farmers will continue to buy Japanese pickups at£20,000 a time.

Exactly - and why JLR have moved the Defender out of that sector. That market was lost to the Japanese long ago.

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gavsmit on 8 August 2020

Such a shame that so many fit for purpose cars are now bloated tech / gadget / luxury laden status symbols rather than what they started out as.

All that extra kit has come at a price too - it's been used, with finance deals, to justify or hide obscene car price inflation in recent years across all models.

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BikerGSA on 10 August 2020

I disagree about farmers or other types of landowners not buying it.

If INEOS can keep the traction and ruggedness of the old Defender with the "civility" and comfort of modern vehicles plus keep to the £40,000 price then it will sell.

There are no Japanese vehicles priced at £20,000 that in mid winter in the snow you could confidently take onto the Yorkshire fells or into the Scottish Highlands with bales of hay, bags of feed and a couple of dogs all in or on one vehicle. Then clean it up and load up the family to visit the local agricultural show, go horse racing or take a group on a shoot.

JLR left a niche which as any businessman or woman knows is always open to it being filled by a competitor.

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PetrolFan on 10 August 2020

Ratcliffe (originally a Birmingham graduate Chemical Engineer) made his money by acquiring BP and ICI (etc.) chemical assets at very low prices or zero cost in the case of some ex ICI business and removing costs from those businesses. Removing costs means removing people. Most of these businesses are smokestack but of course we have seen how essential they are in the COVID era, (plastic ventilators, PPE, syringes, etc.).
But he's not had the decency to build his gas-guzzler in the UK.
It's got a foreign engine and will be built in France.
I hope it all goes pear-shaped.
All old geezers deserve a few toys to play with I suppose.

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NickSLK on 10 August 2020

Ratcliffe (originally a Birmingham graduate Chemical Engineer) made his money by acquiring BP and ICI (etc.) chemical assets at very low prices or zero cost in the case of some ex ICI business and removing costs from those businesses. Removing costs means removing people. Most of these businesses are smokestack but of course we have seen how essential they are in the COVID era, (plastic ventilators, PPE, syringes, etc.). But he's not had the decency to build his gas-guzzler in the UK. It's got a foreign engine and will be built in France. I hope it all goes pear-shaped. All old geezers deserve a few toys to play with I suppose.

I understand from this very website it’s to be built in Wales.

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Mike Hallett on 10 August 2020

Ratcliffe (originally a Birmingham graduate Chemical Engineer) made his money by acquiring BP and ICI (etc.) chemical assets at very low prices or zero cost in the case of some ex ICI business and removing costs from those businesses. Removing costs means removing people. Most of these businesses are smokestack but of course we have seen how essential they are in the COVID era, (plastic ventilators, PPE, syringes, etc.). But he's not had the decency to build his gas-guzzler in the UK. It's got a foreign engine and will be built in France. I hope it all goes pear-shaped. All old geezers deserve a few toys to play with I suppose.

I understand from this very website it’s to be built in Wales.

That was the plan, but apparently they are now looking at a redundant Mercedes owned factory in France which has the advantage of already being built and fully equipped, plus an available workforce, presumably.

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Charles Gordon on 11 August 2020

Ratcliffe (originally a Birmingham graduate Chemical Engineer) made his money by acquiring BP and ICI (etc.) chemical assets at very low prices or zero cost in the case of some ex ICI business and removing costs from those businesses. Removing costs means removing people. Most of these businesses are smokestack but of course we have seen how essential they are in the COVID era, (plastic ventilators, PPE, syringes, etc.). But he's not had the decency to build his gas-guzzler in the UK. It's got a foreign engine and will be built in France. I hope it all goes pear-shaped. All old geezers deserve a few toys to play with I suppose.

I understand from this very website it’s to be built in Wales.

That was the plan, but apparently they are now looking at a redundant Mercedes owned factory in France which has the advantage of already being built and fully equipped, plus an available workforce, presumably.

Perhaps he could look at the "soon to be redundant" Honda plant in Swindon?

Edited by Charles Gordon on 11/08/2020 at 09:05

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Graham Greenwood on 11 August 2020

The only reason that the engines are German, and the vehicle will be built in France is Brexit, and the WTO tariffs that will apply from January..

The original plan was to build it in Wales, with Ford engines from Bridgend (where Land Rover/Jaguar engines were built)

It is our insane government that have forced this production out of the UK.

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edlithgow on 11 August 2020

It is our insane government that have forced this production out of the UK.

Wasn't that your insane voters?

(Don't look at me, I wasn't there.)

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weegeorge on 11 August 2020

Dacia Duster 4x4 automatic does the job at a third the price!
George Hamilton

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edlithgow on 11 August 2020

I suppose the court felt that allowing a company to patent a box might open (or close?) a squareish can of worms,

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Isa Beck on 11 August 2020

I personally feel that the Grenadier isn't primarily aimed at farmers, people living in the sticks etc. but people who want it because of its 'lifestyle' choice. I know a few people that own LR Defenders, old and new(er) and they don't go anywhere near the rugged landscapes that they were designed to tackle. The people that own them like what they represent and the image that they portray. It appeals to a segment like the way Range Rovers appeal to some people and they never leave tarmac roads.

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Fizic on 11 August 2020

And Ratcliffe is a raging Brexiteer. But wants to build his car in Europe rather than UK. Mmmm , very British.

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CanAmSteve on 11 August 2020

This has even less chance of hitting the market than Dyson's magic disappearing electric car. There are so many clues that this is smoke and mirrors it's funny

No auto industry experience
"Advised by Magna" (at a cost they will advise anyone). Magna make the G-Wagen. Check the price of that with all development paid for and established components
No factory - Wales! No - maybe France... we don't know.. any gov't grants for us?
No vehicle (all the shots are computer generated). Rolling chassis shows they are about five years from a vehicle.
Panhard rod? That's actually a step backwards - why not portal axles - that would be an improvement
Ridiculous timeframe promises. Check out how long it takes Tesla to build a working production line - and remember - electric cars are dead simple by comparison
BMW powertrain/management electronics alone will probably cost more than the suggested "entry price" and will likely not meet US emissions (so forget that market). Do you think BMW will do all the dev work on a US-spec six-pot diesel just for Ineos? For free?
UK petrol/diesel market ends in ten years (Europe will not be far behind)
Delorean ring a bell? Maybe they can partner with the "other Coke"

If this ever hits the road, it will be in five years, made in some eastern Euro plant and be another £100K ty for rich boys

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