MILLWOOD, N.Y. — Mavis Tire Supply L.L.C. is preparing to rebrand as many as 200 of its Mavis Discount Tire stores throughout the South, Southeast and Atlantic Seaboard as "Mavis Tires & Brakes at Discount Prices."
The move — announced by Mavis in notifications on the web pages of individual store locations in Alabama, Florida, Georgia, Louisiana, Mississippi, North and South Carolina and Texas — is seen as linked to the settlement of a trademark infringement suit filed against it in late 2018 by Reinalt-Thomas Corp./Discount Tire.
In the suit, Reinalt-Thomas Corp./Discount Tire claimed trademark infringement against Mavis Tire for its use of "Discount Tire" in the name of its retail stores. The lawsuit heard in the U.S. District Court for the Northern District of Georgia sought, in part, to prevent Mavis' use of the phrase in locations where Discount Tire already had a retail store.
Officially, the two companies have acknowledged only that they have settled the suit, but the terms of the settlement are not being disclosed publicly.
- This story appears in the Oct. 28 print edition of Tire Business.
Mavis Tire did not reply to Tire Business queries for comment.
At one point in the trial, the court issued a preliminary injunction directing Mavis to stop using "Mavis Discount Tire" for its stores in Florida and Georgia, a ruling that Mavis later appealed.
Mavis Tire will be able to continue using Mavis Discount Tire on its stores in New York, New Jersey and parts of Connecticut, Massachusetts and Pennsylvania, according to terms of a "concurrent registration" agreement the parties reached Aug. 27 regarding their respective trademarks.
The ruling will affect Discount Tire's trademark registration and Mavis Tire's trademark application filed with the U.S. Patent and Trademark Office, which now must take into account the geographic restrictions.
Rebranding all of the Mavis Discount Tire stores outside of the Northeast/Middle Atlantic will cost Millwood-based Mavis Tire millions of dollars, according to testimony in the case from Mavis Co-CEO David J. Sorbaro.
Mavis did not indicate how long the rebranding might take, although in court documents the company indicated on a number of occasions it would need up to 11 months to carry out a rebranding completely and effectively.