LDV poster in legal row
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• Mercedes-Benz is at the centre of a legal wrangle after denying it threatened court action over a billboard advertisement campaign launched by van maker LDV.
The 2,000-poster countrywide LDV campaign shows its logo with the caption: "We only make vans" next to logos of
Mercedes, Ford and Volkswagen with the words: -They also make vans".
Mercedes denies it has threatened LDV with an injunction, but says its lawyers have asked for an immediate discontinuation of the campaign.
However, a letter sent by Mercedes to LDV states that unless the posters are removed and the campaign stopped an injunction will be issued on the grounds of trademark infringement.
The letter says: "Should we not receive satisfactory assurances from you by fax, we shall have no alternative but to advise Mercedes-Benz AG to institute proceedings forthwith for the infringement of their rights and to apply for an appropriate injunction against your company restraining it from continuing to advertise in this way."
LDV is playing down thc row, saying the posters—part of the company's biggest ever advertising campaign— are to run for only three weeks and are meant to be tongue in cheek as well as accurate. It also promises further "funny posters" in the coming months.
Neither Volkswagen nor Ford are planning any action. A Volkswagen spokesman says: "We don't think it says anything negative and see it as a hit of free publicity."