OnePlus is looking to retire its use of the ‘Dash Charge’ brand for its rapid charging technology thanks to a trademark application made by Amazon in the EU. The name has all but disappeared during the recent launch of the OnePlus 6, and will likely not be seen again.
Dash Charge is OnePlus’ rapid charging feature that has been a staple for the company since its introduction on the OnePlus 3. Despite this the announcement of the OnePlus 6 had no mention of the brand. Instead replacing it with ‘Fast charge’ cables and ‘rapid charging’ in the latest OxygenOS beta.
The reason of the brand retirement is due to a rejected trademark in the EU for ‘Dash Charge’. Amazon claims that the Dash Charge name is too close to its own ‘Dash Replenishment’ API. Therefore consumers may end up confused as to the nature of the two.
In the rejection notice by EU, it states that,” The sign DASH CHARGE (Stylised) (“the Sign”) applied for by the Applicant in this application (“the Application”) should be considered to be similar to the Opponent’s trade mark DASH REPLENISHMENT (Stylised) (“the Mark”), as protected by the registration referred to in the Notice of Opposition (“the Prior Right”). The goods covered by the Application are identical and/or similar to the goods protected by the Mark. Because of the similarity between the Mark and the Sign and the identity or similarity of the goods covered by the Application and the goods protected by the Prior Right, there exists a likelihood of confusion (including the likelihood of association) on the part of the relevant public between the Mark and the Sign. As a result, the Application should be refused in respect of all goods covered by the Application under Article 8(1)(b) of European Union Trade Mark Regulation 207/2009/EC, as amended.”
OnePlus may repeal the rejection as it made the application in 2016, but that could take a long time. It may simply be easier to come up with another name instead of contesting the opposition.
(Source: Android Police)