Nissan Files ‘E-TRAIL’ Trademark Amid Uncertain Future
Feb/05/2025
On January 15, Nissan filed a U.S. trademark application for 'E-TRAIL', covering automobiles, SUVs, electric vehicles, and their structural components. This signals Nissan’s continued investment in electrification, even as its broader strategic direction remains uncertain amid stalled merger talks with Honda. The automaker’s board is poised to reject Honda’s latest merger terms, which would make Nissan a subsidiary rather than an equal partner in a combined entity. The initial proposal, announced in December, envisioned Honda and Nissan operating under a single holding company, creating the world’s third-largest automaker when including Mitsubishi Motors. However, Nissan’s resistance to Honda’s revised structure has cast doubt over the deal, with negotiations expected to conclude by mid-February. Complicating matters, Nissan’s market capitalization remains less than a fifth of Honda’s, raising questions about its ability to dictate merger terms. The company has struggled in key markets like the U.S. and China, leading to layoffs and production cuts. Analysts suggest that Nissan will likely continue seeking partnerships, potentially with foreign automakers, as it faces mounting costs in AI-driven autonomous vehicle development. Meanwhile, its latest trademark filing for 'E-TRAIL' suggests a focus on bolstering its electric SUV lineup, reinforcing its long-term vision in an increasingly competitive industry. The following visualisation provides detailed insights into Nissan’s newly filed U.S. trademark, highlighting its intended use and potential implications for the automaker’s future product lineup.
