Enterprise Rent-A-Car Loses EU Trademark Challenge Over 'E' Mark

Enterprise Rent-A-Car failed to prevent registration of an 'E' logo trademark by a Dutch renewable energy firm, with the European Union Intellectual Property Office determining that the public would not confuse the marks.

The decision, dated September 3, 2026, found insufficient likelihood of confusion between the rental company's branding and the energy sector applicant's logo.

Enterprise had opposed the application on grounds of similarity in the stylized 'E' elements.

EUIPO examiners concluded that differences in goods and services, combined with contextual factors, mitigated any risk of consumer confusion.

The ruling highlights ongoing challenges in protecting single-letter marks across diverse industries.

Sources: https://www.law360.com/intellectual-property-uk https://www.steptoe.com/en/news-publications/step-into-ip-blog/what-we-are-watching-in-2026.html