It's an unexpected duel that's shaking up the Franco-Chinese business world: Renault, the French automobile giant, versus Oppo, the Chinese smartphone manufacturer. The conflict centers on the Reno name, which both companies claim to use, leading to a legal battle that illustrates the growing convergence of the automotive and tech sectors.
Oppo, which left the French market in 2023 and has been attempting a comeback in Europe since last June, has been marketing its mid-range smartphone lineup under the Reno name for several years. The Chinese company filed its Reno trademark applications with the French National Institute of Industrial Property (INPI) in January, April, and June 2019. It claims to have been using this trademark globally and in good faith since 2019. But now Renault has recently launched a virtual assistant also called Reno (pronounced like the diamond brand). This assistant is integrated into most of the new 100% electric R5s and will be included in the upcoming R4s. However, Renault only registered this trademark late with the INPI, on June 20, 2022, after Oppo's filings.
Renault's fear? Oppo's foray into connected cars
As reported by the L'Informé website, Renault has decided to go on the offensive, attacking Oppo's filings with the INPI. The French manufacturer is particularly concerned about the risk of Oppo one day entering the connected and autonomous car sector using the Reno brand. This fear is justified according to Renault by the example of other smartphone giants, such as Huawei and Xiaomi, the latter having marketed its first electric vehicle in March 2024. For several years, the Chinese giant Oppo has been said to have intentions of entering the connected and autonomous car segment.
For its part, Renault mentions a risk of confusion among consumers, as well as a serious risk of intellectual rapprochement and transfer of its positive image.
The INPI rules, but not entirely in favor of Renault
When questioned, the INPI rendered its decision and the institute decided not to consider the risk of Oppo launching into the automobile industry. The link is deemed "too distant" despite the transformation of the market, while the risk of direct confusion between the products was not considered, due to a lack of similarities.
On the other hand, the INPI ruled in favor of Renault on a crucial point: the public, confronted with Oppo's Reno brand, will necessarily be inclined to make an intellectual connection with the Renault brand. This is due to Renault's exceptional reputation, the similarities between the signs and their very close pronunciation, as well as the convergence of the business sectors and the increasing integration of new technologies in vehicles. This merger could facilitate the marketing of Oppo products by benefiting from Renault's image, the institute specifies.
As a result, the INPI has decided to withdraw Oppo's use of the Reno trademark for several product categories, including smartphones, GPS, computers, tablets, smart glasses, televisions, headphones, etc. This means that Oppo can no longer use this name for its smartphones in France, but no one seems particularly satisfied with the situation. The French car manufacturer is considering a possible appeal and has already launched similar appeals in other countries, as the INPI's decision only protects the trademark in France. The Moroccan newspaper Médias 24 also revealed at the end of April that Renault had won a victory over Oppo:
This setback is bad news for Oppo, which is attempting a comeback in Europe and is banking heavily on the Reno range. According to our colleagues at the site l'informé, the Chinese company has indicated that it is appealing this decision.
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