BMW is checking whether any trademark rights have been infringed by Google after the latter established a company called Alphabet.

The German automaker has a subsidiary by the same name that offers services to companies with vehicle fleets, Reuters reported. BMW’s Alphabet supplies 530,000 vehicles to corporate customers and operates in 18 countries.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Discover B2B Marketing That Performs

Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.

Find out more

A BMW spokeswoman said, “We are examining whether there are any implications over trademarks.” She added that, at present, the company does not plan to take any legal action against Google.

Reuters reported that a legal dispute is considered unlikely as Google made clear in its announcement that in creating a parent company called Alphabet Inc, it was not intending to build products and brands under that name.

The report added that Google has picked a name that is also a fairly common brand among US businesses.

Just Auto Excellence Awards - Nominations Closed

Nominations are now closed for the Just Auto Technology Excellence Awards. A big thanks to all the organisations that entered – your response has been outstanding, showcasing exceptional innovation, leadership, and impact.

Excellence in Action
Continental has secured the Window Displays Innovation Award in the 2025 Just Auto Excellence Awards for its Window Projection solution, transforming side windows into dynamic, data-rich canvases. Discover how this compact projection technology and intelligent software are reshaping in-car UX and opening fresh revenue streams for OEMs and mobility providers.

Discover the Impact