The V8 Genesis Badge - Winged?

[Sal Collaziano]

I'm sure some of you are wondering the same thing... The following was reported on "The Truth About Cars" website:

That explains HyMoCo's last-minute change of the V8 decklid's (America-only) "H" logo to the global market's winged crest. Even with the Genesis name spelled out on its rear, the re-badged badge puts a little Bentley in yo' face for maximum curb appeal.

What's that about??

 

[GenFan]

It will be interesting to see if this is accurate information. If, in fact, this is accurate, I'm a little disappointed in Hyundai. They were very bold to deliver the Genesis and I respected it. Their boldness and risk tolerance is probably the biggest reason I admire the car. My admiration is more for what they accomplished than the car itself. The car is great, but the audacity to dream it and create it is what really attracts me to the car and car company.

If they do remove the H from the deck lid, in my mind, it kind of represents insecurity.

But then again, it's all just business and I'm certain it's a calculated move!

 

[Jerrad]

Maybe they are monitoring sites like this and see how many people make the Badge there first "Mod" to the car.

Figuring that people love the badge that much I am sure they figure we might get a few extra sales if we just add the Wing Badge.

 

[Sal Collaziano]

I tend to lean toward Jerrad's assessment...

 

[GenesisBlog]

Maybe they are monitoring sites like this and see how many people make the Badge there first "Mod" to the car.

Figuring that people love the badge that much I am sure they figure we might get a few extra selss if we just add the Wing Badge.

Hyundai is one of very, very few, (if any besides Hyundai,) that makes production changes immediatly as they go. I know the owner of Douglas Hyundai stores. He told me once they had a color that didn't sell and stopped at the first few thousand rather than flooding the port docks like Ford and other makes with tens of thousands of cars no one wanted. They made the change immediatly. Another color was selling well but they didn't make many, where they then boosted production on that color.

The Veracruz originally in 08' was slated for Nav but the two brands they were to use turned out to be unreliable so they didn't ship at all in the first part of the production runs.

They listen and they study the consumer and dealer demand. They are extremely advanced in their market reaction. Has anyone beside Lexus decades ago pulled off a feat like the Genesis? Every single article and test written comes away with the thing as a stunning winner. The pure bias against Hyundai should have produced unfavorable reviews or remarks. I expected it, for the very nature of Hyundai reviews. But no one slammed it, and the concensus is that one would be a foll to pay $20k-$60k more for a car just for a badge.

In my opinion, Hyundai is decades ahead in their thinking and their business models, over their competition.

I believe Hyundai will soon do to Toyota and Honda, what Toyota and Honda did to the Big Three.

 

[BaywayRic]

Maybe they are monitoring sites like this and see how many people make the Badge there first "Mod" to the car.

Figuring that people love the badge that much I am sure they figure we might get a few extra sales if we just add the Wing Badge.

I would guess they just monitor the parts channel. How many of you have had your car in for major maintenance [other then the Lexicon Amp TSB], if any maintenance at all. What's flying off the shelves in Korea, being shipped to USA??....Wings, Wheel Caps, and Chrome Door Mouldings. I think they get it.

 

[njohnson]

It's a smart move, if true. I think more people would replace the "H" badge with the wing badge than people would replace the wing badge with the "H" badge. Also this helps to distinguish it from the other hyundais, especially since the car doesn't say Hyundai anywhere. Now how about the steering wheel as the SK one has the wing on it?

 

[Samifumi]

The reason I feel the winged Genesis logo was not included with US spec Genesis sedans was US trademark law. More than a few outlets have commented on how the logo mirrors the Bentey logo. Here is just one of the media outlets:

http://www.edmunds.com/insideline/do/News/articleId=123817#2

I wouldn't be surprised if Bentley would have filed a trademark infringement lawsuit against Hyundai should they have used the logo in the US, and seek a temporary injunction to prevent the car from being sold with the winged logo. This is what I believe kept Hyundai (and will keep Hyundai) from selling the car with the winged logo (even though it looks much classier than the H logo).

 

[Simonwpb]

Koreans are known to be very impatient... They want to improve their US brand reputation but if a wing badge helps sell more cars who is to argue with the customer?

 

[jwaters943]

The reason I feel the winged Genesis logo was not included with US spec Genesis sedans was US trademark law. More than a few outlets have commented on how the logo mirrors the Bentey logo. Here is just one of the media outlets:

http://www.edmunds.com/insideline/do/News/articleId=123817#2

I wouldn't be surprised if Bentley would have filed a trademark infringement lawsuit against Hyundai should they have used the logo in the US, and seek a temporary injunction to prevent the car from being sold with the winged logo. This is what I believe kept Hyundai (and will keep Hyundai) from selling the car with the winged logo (even though it looks much classier than the H logo).

I honestly doubt that's it. There are so many wing logos out there, many of which more closely resemble that of the Genesis wing emblem.

I see wing logos used by Harley Davidson, Mini, Aston Martin, Aerosmith, Wing Stop Restaurant, etc.

http://images.google.com/images?ndsp=20&um=1&hl=en&q=wing+logo&start=0&sa=N

I think they kept the "H" to shock people that it's a Hyundai and help improve the image of the brand.

______________________________

Help support this site so it can continue supporting you!

 

[Sal Collaziano]

Did I miss any?

 

[Sal Collaziano]

I think Hyundai REALLY needs to get the Genesis logo onto the front hood - just before the grille. The grille doesn't need it - just above it is nice. The way people are adding it aftermarket. That would make for a nice front identification...

 

[Samifumi]

I honestly doubt that's it. There are so many wing logos out there, many of which more closely resemble that of the Genesis wing emblem.

I see wing logos used by Harley Davidson, Mini, Aerosmith, Wing Stop Restaurant, etc.

http://images.google.com/images?ndsp=20&um=1&hl=en&q=wing+logo&start=0&sa=N

I think they kept the "H" to shock people that it's a Hyundai and help improve the image of the brand.

The difference between Hyundai's winged logo and the other winged logos you mentioned above is a concept in trademark law known as "likelihood of consumer confusion." In this circumstance, there is a high likelihood of confusion considering strength of the mark, proximity of the goods, similarity of the marks, and intent (which can be presumed based on Hyundai's strong marketing campaign in which they are targeting established luxury brands). The Genesis logo is new, and Hyundai would have to register the logo, and could possibly face resistance from Bentley with regards to canceling the trademark. A quick search at the USPTO website turns up nothing with regards to the Hyundai Genesis logo or name. The logo or name has yet to be registered.

I noted the Edmunds article on the topic because it was somewhat noticeable when the Genesis wing logo was released that it bore a resemblance to the Bentley wing logo. They noticed it, and chances are a court or a jury(after several millions of dollars in litigation, if it ever were to go that far) would also find it substantially similar.

 

[Sal Collaziano]

The difference between Hyundai's winged logo and the other winged logos you mentioned above is a concept in trademark law known as "likelihood of consumer confusion." In this circumstance, there is a high likelihood of confusion considering strength of the mark, proximity of the goods, similarity of the marks, and intent (which can be presumed based on Hyundai's strong marketing campaign in which they are targeting established luxury brands).

I noted the Edmunds article on the topic because it was somewhat noticeable when the Genesis wing logo was released that it bore a resemblance to the Bentley wing logo. They noticed it, and chances are a court or a jury(after several millions of dollars in litigation) would also find it substantially similar. And, well, if you are trying to keep your costs low to sell an affordable luxury sedan, that would be a cost that is best left towards something more useful, like aggressive marketing campaigns during the Superbowl.

...It's not like you have a bad point, however.

 

[YEH]

The reason I feel the winged Genesis logo was not included with US spec Genesis sedans was US trademark law. More than a few outlets have commented on how the logo mirrors the Bentey logo. Here is just one of the media outlets

Not the reason.

As already noted, there are a no. of other automakers (as well as motorcycle makes) which have a winged logo as well (so thus, Bentley has little cause – esp. since arguably, the Genesis logo has more similarities to some of the other winged logos – plus, keep in mind, it says GENESIS right on the logo).

Did I miss any?

Off hand, I can think of Austin Healy (but I know there are 1 or 2 more).

While I think Hyundai made a prudent choice at this time of not spending the capital for a new dealer network and all the costs associated w/ that (Hyundai doesn't quite have the sales nos. and reputation to pull off a lux make; the Genesis models, will , however, help on both fronts), I think (if the blurb is true) that Hyundai made a small misstep in not offering the Genesis sedan, along w/ the coupe, as badged Genesis models (kind of akin to Scion w/ Toyota, but a little different).

The dealers, purportedly, are supposed to sell the Genesis models in a separate area away from the other Hyundai models and have a specially-trained salesforce.

If they are going that far, they might as well have simply badged the two models as Genesis BUT advertise them as Genesis models (by Hyundai).

If the blurb is true, it would be interesting to see if the V-6 sedan also gets the winged badged and if the wheel-caps and steering wheel also gets the same treatment as the KDM version.

 

[Simonwpb]

A trademark infringement lawsuit would be great publicity for Hyundai, but not so much for Bentley or their parent VW.

Bentley's case is significantly weakened because previously they have not defended their logo from other automotive manufacturers who also use a winged badge emblem. Examples include BMW Mini Cooper and Aston Martin. So with at least 4 winged badges on the road Bentley cannot simply argue that the Genesis logo was made specifically to imitate their brand.

I would argue that no auto manufacturer has exclusive copyright to all winged logos, and the substantial design differences including the actual name in the center are significant enough from the flying "B" to avoid all possibility of confusion.

An attorney could make a lot of money arguing it both ways... That being said, wouldn't it be fun to be sued by such a lux brand? Talk about free advertising!

 

[lux]

I think it is a smart move by Hyundai to add the winged badge. It was the 1st mod I chose for my car.

They should do it for both the V6 and V8 models. It is a cheap way for them to start that luxury brand and attract more customers who may initially be turned off by the Hyundai label.

 

[Samifumi]

Not the reason.

As already noted, there are a no. of other automakers (as well as motorcycle makes) which have a winged logo as well (so thus, Bentley has little cause – esp. since arguably, the Genesis logo has more similarities to some of the other winged logos – plus, keep in mind, it says GENESIS right on the logo).

It will take more than Genesis owners and wishful-thinking fans claiming dissimilarities to establish Bentley has little cause. According to many in the automotive press, the similarities are noticeable and striking. Here's another:

http://www.caradvice.com.au/8485/hyundai-genesis-its-official/

Don't think Bentley wouldn't have fought Aston or whoever so many years ago. Truth of the matter however is Bentley was once owned by a different entity than the Volkswagen Group (which owns Audi, which has curiously been left out of Hyundai's marketing challenges). They had a different philosophy when owned by a different entity. And now, most of the other logos have been in the stream of commerce for many decades reducing Bentley's ability to protest it's use. But Hyundai is new, and they are vulnerable to trademark challenges. Why? Because it is NOT established, and it has not been used in the stream of commerce here in the United States, and Bentley would absolutely have cause to protest it's use in the luxury car market, if only to throw a monkey wrench and add costs to Hyundai's development and sale of the car.

What many of you are failing to recognize in my observation is not that Bentley WOULD win (no attorney would predict such a victory), but there is the threat of such litigation that Hyundai is looking to avoid. And with all the references in the press as to the similarity between the two logos, maybe cause and victory is not so far fetched. I'm not trying to rain on your respective parades, but I don't think we will see the Genesis wing logo here in the states unless you apply it yourself.

 

[Sal Collaziano]

If Hyundai looks to start a new "brand" called Genesis with the wing, than I can see Bentley considering a law suit - and only then.

As for the Genesis being sold separately from other Hyundais in dealerships, I don't see that happening around here. It's the same old Playskool sales people who have no idea about anything but what time their lunch break is.

I've mentioned this before. Remember the Buick Riviera? It had "R" badges all over it. That's the way the Genesis should be marketed. As an upper-class Hyundai with its own badges.. I hope they remove the "H" and continue on with the Genesis badge...

 

[njohnson]

If the car is produced overseas and isn't a US company (badge included) is it still bound by US Trademark laws? There is no worldwide trademark office, correct?