NEW PRODUCTS: Oops, That Name's Taken

Oops, That Name's Taken

When Toyota unveiled its sleek new line of luxury cars last week at auto shows in Detroit and Los Angeles, nervous company officials stood by with rolls of tape. Their task: to cover up the new product's name, Lexus, if a three-judge appellate panel in New York City barred Toyota from using it. Not until the judges permitted the name to be used, at least through Jan. 30, did the Toyota employees return to wholehearted sales pitches for the stylish car, which will compete in the $20,000-to-$40,000 price range.

The ruling was the latest turn in a dispute between Toyota and...

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