Truck vs Tyre – Omni United fights for the Radar name

France’s famous tyre maker would scowl if Toyota named its latest model the Michelin, and a car named the VW Firestone would be unthinkable, too. With this in mind, Omni United is more than a little unhappy with the name Zhejiang Geely Holding Group has chosen for its “high-end new energy outdoors lifestyle vehicle brand.” The tyre company thus has Radar on its radar and is seeking to block Geely’s use of the name.

Radar Auto is positioned as a brand that focuses on pickup trucks. Deliveries of its first model, the Radar RD6, began in China in February. Dr Ling Shi Quan, Radar Auto’s chief executive officer, commented at the time that “interest in the Radar brand and electric pick-up trucks has been immense” and that the company hopes “to continue on this trajectory as we explore new markets both in China and the rest of the world.” But as Australian motoring portal Drive recently discovered, export plans have hit a bump in the road: A trademark filing shows Omni United – who sells its flagship tyre range under the Radar brand – is opposing Geely’s choice of name.

The Singapore-based tyre firm confirms its efforts to block Geely’s use of the Radar name and sent Tyrepress.com the following statement from chief executive officer G.S. Sareen: “Omni United has full trademark and IP rights over its brands including Radar globally. We take our intellectual property rights very seriously and we will protect our brand rights and will oppose any infringement from anyone in any territory.”

Tyrepress.com has reached out to Zhejiang Geely Holding Group for comment.

Geely currently sells the Radar RD6 only in China but plans to offer the pick-up worldwide (Photo: Zhejiang Geely Holding Group)