Pure Detroit Sued for 'Imported from Detroit' Improper Use

Pure Detroit, the self proclaimed store of all things Detroit, has found itself in Chrysler’s cross-hairs. The carmaker has sued the clothing store on accusation of improperly using its "Imported from Detroit" slogan.

Detroit News reports that the suit was filed in the U.S. District Court in Detroit and states that the famous slogan was used by the retailer who also claimed it was the ‘exclusive’ provider.

"Upon seeing Chrysler's stunning ad, capped off by the powerful tagline, defendants immediately and opportunistically sought to usurp Chrysler's goodwill and exploit Chrysler's investment for themselves. They both copied Chrysler's tagline exactly and used it on some of the very goods for which Chrysler had filed a trademark application, clothing,
" Chrysler's suit said.

"Falsely promoting themselves as an 'exclusive' provider, and promoting their products by touting 'the tagline that is making headlines across America!', defendants have sold huge numbers of T-shirts," the carmaker adds.

Chrysler has tried to resolve the issue without going to court, but after Pure Detroit refused, the Auburn Hills automaker said it had "no choice but to bring this lawsuit to prevent (Pure Detroit) from deceiving and confusing the public and harming Chrysler's goodwill."

The carmaker filed for an automotive trademark on the tag on November 23 last year and registered the slogan for use on clothing and other goods on January 18, 2011. After the now famous Eminem commercial’s debut on February 6, Chrysler filed for another trademark on ‘Imported from Detroit’ that covered other goods as well as retail store services.

The suit said Chrysler "saw an opportunity to educate the American public that consumers did not need to turn to foreign manufacturers for quality or luxury in an automobile. And so an ad tagline was born."
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About the author: Mihnea Radu
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Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida.
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