Competition---Inside Story of Toyota Suing Geely for Trademark Infringement

Author: Xue Ke
Publisher:
Publish Date: 2006-04-01
Features: "The market is a competition between products, and behind the products is a competition in technology. Technology is guaranteed by the intellectual property system. When Chinese enterprises are gaining strength, they must learn to 'defend themselves properly'." Zhong Shi (Automotive Marketing Expert, General Manager of Zhi Ce Auto Industry)
"The greatness of a person lies in wisdom; the greatness of a nation lies in integrity. The Clash truly reflects the entire process in which national enterprises uphold their brands with the courage of national self-respect and self-reliance. It is a classic masterpiece in the history of Chinese automotive development. The book also profoundly reveals the hidden issues behind the intellectual property rights litigation of Chinese automotive enterprises, leaving a deep and thought-provoking impact." Wang Junji (President and Editor-in-Chief of Automotive Times Magazine)
"Intellectual property rights have always been the cornerstone and hope of a nation's survival. When The Clash presents this challenging topic to us, we can fully grasp the bloodshed, resilience, wisdom, and the struggle and pursuit of a national enterprise." Zhang Zhongyu (President of Auto World Magazine)
"Why did Toyota sue Geely? Because Geely's development exceeded Toyota's expectations, shattering its dream of dominating the Chinese market. Why couldn't Toyota win? Because Geely had no grounds for complaint, and more importantly, Geely is deeply rooted in China—a land with profound traditions and heritage." Li Yang (Director of the Editorial Department of Car Friend Magazine)
"In certain circumstances, legal disputes can also evolve into a marketing strategy. This is a flexible application of innovative marketing ideas within the existing resource system. This book meticulously records a piece of history, allowing us to witness the fierce clash between Chinese and foreign enterprises against the backdrop of globalization, as well as the survival and development wisdom of domestic enterprises." Duan Chuanmin (Executive Editor-in-Chief of New Marketing Magazine)
In the 21st century, the sharpest weapon in the competition of global giants—intellectual property rights—has become the most challenging issue faced by domestic enterprises since China joined the WTO. Against the backdrop of fierce international competition, this book focuses on the lawsuit filed by the global automotive giant Toyota against the renowned private Chinese automaker Geely for trademark infringement and unfair competition, tracing the causes and consequences of the case. It presents one of the most classic cases in the field of intellectual property rights in China since the founding of the nation. Based on the author's personal experiences and access to extensive inside information, the book analyzes the dilemmas and frustrations faced by domestic and foreign enterprises in the field of intellectual property rights.
The book is divided into four parts and seventeen chapters, providing a sharp analysis of the international context and the growth processes of both sides. It records the entire course of the case and describes the strategic maneuvering between Toyota and Geely over more than a year of court proceedings. At the same time, the author also disentangles the complex relationships within the case, reveals Toyota's motives for taking legal action, and exposes the true reasons behind Geely's grievances, disclosing many little-known inside stories of China's automotive intellectual property rights cross-border cases. Throughout the book, cases involving Chery, Shuanghuan, and Honda, as well as Lifan and Honda, Honda and Huari, and Yamaha and Gunda, are also interwoven, offering valuable insights for Chinese enterprises participating in international market competition in the era of the knowledge economy.