In the world of high speed and even higher stakes, sometimes even 17% ownership is not enough to buy peace. British legend Aston Martin has once again taken out the legal blades against Chinese giant Geely, marking the beginning of a new episode in the saga of the “winged“ emblems. The dispute, which has reached the High Court in London, is not just about a piece of metal on the hood, but about an identity built over almost a century.
The bone of contention turned out to be three graphic signs that Geely's subsidiary - London EV Company (LEVC), known for its modern London taxis - is stubbornly trying to impose on the British market. Back in 2022, the aristocratic brand from Gaydon jumped against these logos, seeing in them an unacceptable visual similarity to its iconic spread wings.
However, the first round ended in a cold shower for Aston Martin. Last year, the specialized tribunal ruled that the chance that anyone would think of a taxi for James Bond's supercar was negligible. The magistrates dryly noted that wings are a fairly popular “fashion” in automotive design, citing examples such as Bentley and Mini. But if anyone thought that the British would shrink their sails, they were sorely mistaken.
Now, the new lawsuit is a fact, and the irony of the situation is worthy of a Hollywood script. Geely is not just an occasional competitor, but a key shareholder who poured solid capital into Aston Martin in 2023. However, it seems that in the business of symbols, blood (or in this case, tradition) is thicker than money. While the Chinese are trying to legitimize their new look, Aston Martin is defending its position tooth and nail, showing that some things don't sell on the Island - even to your own investors.