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BY Ilse du Plessis
Toyota Cressida – a rad but almost forgotten Toyota Icon
This is not a conventional, overly detailed IP report. Instead, we will be taking a more engaging approach, while still ensuring there is sufficient intellectual property content to hold your interest.
Some background
Older readers will from time to time find themselves thinking about brand names that take them back to the good old days. Brand names such as CRESSIDA and TOYOTA CRESSIDA. To give this some context, a recent article tells us that the CRESSIDA was ‘one of Toyota’s fanciest and most expensive cars before it’s luxury sub-brand even existed… we even got it on our shores.’ and that it could be making a South African come back.
For the benefit of younger readers, the Toyota Mark II (aka the CRESSIDA) was a big player during the period 1968-2004. During this period the CRESSIDA ‘served as one of the automaker's top-spec offerings’. However, the CRESSIDA would eventually pave the way and transition into Toyota’s decision to ‘spin off’ Lexus.
The good news – there’s always a chance that you’ll make a come-back
Yes…who would have believed it - apparently there really are calls for a CRESSIDA come-back. Nostalgia seems to be calling the shots!
So let us take a look at some car brand revivals
We understand that there have been a number of car brand revivals:
- BUGATTI and MINI are cited as branding success stories, having cleverly combined ‘classic heritage with modern technology and design’.
- BMW was smart enough to recognise the potential in ‘reviving the Mini brand, transforming a struggling classic into a modern success story’.
- FORD chose to re-introduce the BRONCO trade mark in 2021 after a 25-year absence.
Although not all car brand revivals achieved lasting commercial success, their reintroduction to the market was underpinned by existing trade mark registrations.
Long term IP protection
Trade mark registrations come and go. Some are kept alive for decades through the simple act of regular renewal (every ten years), while others have a far shorter life-span, lapsing once that initial ten-year term expires.
The CRESSIDA trade mark plainly falls into the former category. Its potential has remained sufficiently valuable for the proprietor to keep renewing it across numerous jurisdictions, including South Africa.
Who knows - this commitment may even point to a possible relaunch of the CRESSIDA here and elsewhere!
Ilse du Plessis
Executive | IP & Innovation
