Jeep grille lawsuit opens

14 February 2002: Lawyers for DaimlerChrysler AG and AM General Corp have opened trial in Toledo, Ohio, on Daimler’s attempt to stop AM General from introducing an SUV with a seven-slot grille similar to that on the Jeep, wihich is built in Toledo.

Daimler has attempted to injunct AM, and Jeep brand owner General Motors from rolling out in June a scaled-down version of the Hummer military vehicle with the grille.

An alternative grille design has been developed, but a switch would cause a delay costing more than $100 million.

Daimler says the new model would infringe on Jeep’s unique identity and hurt sales, arguing that the unusual grille is so integral to the brand that 42 percent of SUV buyers can identify a Jeep by its grille alone.

Evidence includes photos and displays showing early Toledo-made military Jeeps and civilian models made after World War II. Daimler began objecting in December, 1999, soon after GM bought the rights to the Hummer from AM General.

February 2002