Just so happened that this was in the Detroit paper this morning:
FEBRUARY 14, 2012
Chinese truck imitates Ford F-150
BY SERENA MARIA DANIELS / THE DETROIT NEWS
It looks like a Ford F-150, right down to the iconic blue oval.
But inside the emblem is not the classic Ford script. Instead it's the three-letter-brand of a Chinese automaker that has borrowed many of the F-150's details — the hood contours, rectangular grille and extended cab — to emulate the most popular vehicle in America. The JAC 4R3 is set to launch in April during the 2012 Beijing International Automotive Exhibition.
Ford is investigating what to do about this apparent knockoff."We're aware of it and we're investigating. We're just trying to get an idea of what's going on with the vehicle and haven't decided what our next steps might be," said Mike Levine, a Ford Motor Co. spokesman. "We don't know if it would be legal action; we're just investigating our next steps."
The look-alike truck, built by Shanghai-based Jianghuai Automobile Co. — JAC — is the latest potential skirmish that Ford is facing with its flagship pickup. Last year, Ferrari was forced to change the name of F-150 sports car when it settled a lawsuit filed by the Dearborn automaker.
Levine became aware of the so-called Chinese F-150 in late January when he read a story published by the auto blog CarNewsChina.com. The site posted photographs of a truck with a striking resemblance to the F-150, though appearing a bit smaller in size.
The JAC company website also shows photos of one of its pickups whose headlight housings and grille are shaped more like a Chevrolet Colorado's.
Legally, Ford may have a difficult time winning any damages against the state-owned carmaker, experts say.
"Suing in China is a rather daunting procedure," said Jim Hall of 2953 Analytics LLP. "It's difficult to say what's going to happen when talking about copyright problems."
Ford would likely have to file a lawsuit against the Chinese government, which may or may not hear the case, Hall said.
Whether government-owned or private, Chinese automakers employ thousands of workers and serve as economic anchors within their communities, said Ken Duck, U.S. partner for Boss & Young, a Shanghai-based law practice. Duck specializes in cross-border transactional work. "Social stability within the local government or the loss of social stability is a huge concern in terms of employment and housing issues," said Duck, whose office is based in Troy. "It's really a macro issue. Anything potentially destabilizing to the community would be a factor in (a judge's) thinking."
Adopting designs common
Adopting popular auto designs is not uncommon among Chinese automakers, though cloning of American autos is, experts say. JAC and other Chinese automakers more commonly borrow the looks of Japanese Toyotas and Hondas.
"They come from a culture where imitation is perfectly acceptable. Product development there is not seen as a creative process, it's seen as a repetitive one," Hall said.
Tycho de Feyter, owner and senior editor of the Beijing-based CarNewsChina.com, said in an email response to questions from The Detroit News that cloning is very common at Chinese automakers, especially the smaller ones.
JAC's version of the F-150 may have the design of a Ford but the difference comes when one lifts the hood, Hall said.
"What they're doing is splitting the DNA of the truck," Hall said. "But I suspect that mechanically, it's very far removed from the Ford F-series."
Indeed, the 2.8-liter 4-cylinder diesel engine of the JAC is decidedly smaller than the F-150's 3.5 liter V-6.
Ford introduced the F-150 to the U.S. market in 1975. The truck has remained a best-seller here. Outside of North America, parts of South America and in the Persian Gulf region, consumers tend to either be priced out of full-size trucks that range in price from just under $22,000 to more than $47,000; roads in many of the countries have trouble handling full-size trucks. Ford F-150s aren't sold in China.
JAC has dealers in most parts of the world: the Middle East, Russia, South America, Mexico, Africa and Eastern Europe. The Chinese automaker does not sell in the United States.
Tolerance for fakes waning
Chinese automakers are now hiring Western designers. And companies like Chery International and Geely International Corp. are building their own unique designs, de Feyter said.
This comes as the public's tolerance toward fakes in China seems to be shrinking.
"The Chinese press' attitude to clones is … changing fast," de Feyter said. "In the early days, like five years ago, (the) Chinese press sort of liked it when another clone came to the market, 'China fights Japan, ha ha!,' in that fashion. Nowadays however, the press has become very critical of companies that clone foreign cars."
But for Ford workers like Nick Kottalis, president and chairman of the United Auto Workers local at the Dearborn Truck Plant, the fake F-150 — even if it is not sold on American soil — is disturbing.
"It's very upsetting that they would take our blue oval and try to emulate it," said Kottalis."To have someone copy our product, in my opinion, it's a slap in the face."
smdaniels@detnews.com
