On December 1st, the xiaomiev.com in official website of Xiaomi Automobile was launched, but there is no information about the new car on the homepage. At the top of the webpage is the product pattern of xiaomi 13 ultra, at the bottom left is the propaganda picture of the bionic robot CyberOne, and at the bottom right is the words "Xiaomi’s self-driving technology made its debut, aiming to enter the first camp of the industry in 2024".
In addition, Xiaomi Auto’s WeChat WeChat official account and official Weibo have not been launched yet. In the third quarter earnings conference call, Lu Weibing, partner and president of Xiaomi Group, said that the target of mass production of Xiaomi Automobile in the first half of 2024 remained unchanged, followed by the second winter test, and the overall progress was in line with expectations.
As the time of release and production approaches, the information of Xiaomi Automobile is increasingly appearing in the public eye. On November 15th, the Ministry of Industry and Information Technology issued the Announcement of Road Motor Vehicle Manufacturers and Products (the 377th batch), and Xiaomi Automobile appeared in the catalogue. According to the announcement, Xiaomi’s new car is a pure electric car, named SU7 series. There are three versions of SU7 and SU7 Pro/SU7 Max, in which SU7 uses BYD battery and SU7 Pro/Max uses Contemporary Amperex Technology Co., Limited battery.
According to Tianyancha information, on the same day, Xiaomi Technology Co., Ltd. also applied for the trademark of "Xiaomi SU7", but the trademark type is "fitness equipment", which is not related to automobiles. At present, the application is waiting for substantive examination.
It is reported that the reason for applying for a trademark with the same name that has nothing to do with automobiles, or preventing other companies from using the trademark in categories that have nothing to do with the goods of the trademark owner, uses the popularity of the trademark to open up sales for their own goods, and thus damages the interests of the trademark and consumers. At this time, trademarks registered in the categories of goods and services that enterprises mainly operate are called "main trademarks", and trademarks registered outside other categories of goods and services are called "defensive trade mark". For example, if a fitness equipment company uses Xiaomi SU7 as its product name and misleads consumers, it will bring risks to Xiaomi Automobile.
Yinshi Finance noticed that Huawei adopted a similar strategy when registering the trademark of AITO. In addition to fitness equipment, it also classified jewelry, watches, leather goods and carpet mats, and all of them were successfully registered.
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