Porsche, known for its high-performance sports cars, entered the electric vehicle market with the Taycan in 2020. To provide its customers with the signature Porsche driving experience, the company developed its own artificial engine noise for the electric sports car. However, Porsche’s attempt to trademark this fake engine noise in the European Union has been rejected.
Electric vehicles are typically quiet due to the absence of a gas engine, which can be a drawback for some customers. Porsche aimed to overcome this limitation by creating a unique and recognizable engine noise for the Taycan. The company claimed that the noise emitted by its electric vehicles is “futuristic, melodious, and has a certain tempo as well as motives and dynamics.” They compared it to iconic sounds such as the opening motif of Beethoven’s 5th Symphony and the sound of the Lightsabers from the Star Wars film series.
However, the European Intellectual Property Office did not find this argument convincing. They stated that the noise does not distinguish a Porsche vehicle from any other and does not give consumers the ability to distinguish Porsche’s goods and services from those offered by other companies. Despite this setback, Porsche remains confident in its strong brand identity and motorsports heritage to attract buyers.
Porsche plans to appeal the decision of the European Intellectual Property Office. While standing out in the competitive electric vehicle market can be challenging, the company’s reputation and innovation continue to make it a compelling choice for customers.
Source: The Telegraph, The Drive