Background of the Reno Name Clash
Back in 2019, Chinese smartphone giant Oppo decided to roll out a new series of midrange devices under the name “Reno.” The phones were a hit in markets around the world, especially in Europe. But little did they know, a French automaker had its own plans for the name.
Fast forward a few years and you’ve got Renault, the iconic maker of the Renault 5 and Renault 4 E-Tech electric vehicles, using “Reno” as the name for its in-car voice assistant. The wrinkle? Renault only officially trademarked “Reno” in 2022 — three full years after Oppo launched its Reno smartphones. Cue the legal sparks.
Renault’s Concerns in the Auto Industry
Renault’s gripe isn’t just about a cool-sounding name. With cars getting ever more connected, automakers are fighting for prime digital real estate. If drivers say “Hey Reno” and a smartphone chimes instead of the car, confusion reigns. Renault argues that its brand equity is at risk, especially since voice commands are becoming as common as turning the radio on.
What’s really driving Renault nuts is the fact that other phone makers are eyeing the auto game too. Xiaomi already launched its SU7 electric sedan in March 2024, and Huawei is experimenting with connected-car brands. Rumor has it Oppo itself is cooking up a vehicle for India, which would make the name clash even messier.
The French Judge’s Ruling
When Renault took the dispute to France’s National Institute of Industrial Property (INPI), the odds seemed slim. Phones and cars are pretty different categories, after all. But the judge surprised everyone by ruling that French consumers instantly associate “Reno” with Renault — the automaker is just too famous to ignore. The decision hinged on the idea that, with cars and gadgets merging, the line between industries is blurring.
So, as of now, Oppo can’t use “Reno” on any of its products in France — that covers smartphones, tablets, wearable tech, smart glasses, even connected TVs and earbuds. It’s a significant blow for Oppo’s European comeback, since the Reno series is its bread-and-butter line in the midrange segment.
Oppo Fights Back
Oppo isn’t about to throw in the towel. The company has filed an appeal and is still selling its Reno phones in France pending the outcome. A spokesperson told reporters, “We’ve used this brand since 2019 in good faith,” and hinted at a possible out-of-court solution with Renault. Both sides seem open to chatting it out rather than slugging it out in court indefinitely.
In public statements, Oppo has emphasized that it sees Renault as a longtime industry peer and hopes to resolve the issue amicably. But make no mistake: if negotiations falter, the dispute could get ugly and drag on for years. Meanwhile, Oppo’s other markets remain unaffected, so you’ll still see Reno 13 5G and Reno 13 Pro 5G phones flying off shelves in most of Europe.
Global Implications and What’s Next
This French ruling is just the first round. Renault has already launched similar legal actions in other countries to protect its Reno trademark worldwide. Since each jurisdiction has its own trademark laws, Oppo might face a patchwork of rulings — wins here, losses there. The outcome could set an important precedent for how tech names are used across different industries.
If you’re a gadget geek or a car enthusiast, keep your ears peeled. The Reno saga highlights a bigger trend: as tech and auto companies converge on software, voice interfaces, and connectivity, brand clashes are bound to pop up everywhere. Whether you’re saying “Hey Siri,” “Hey Reno,” or “Hey Tesla,” you’re witnessing the future of how we interact with our devices and rides — and the legal battles that keep it all in check.
