Mercedes-Benz trademarks: expansion into trademark classes, 1970–2025
Video: how Mercedes-Benz extended its South African trademarks into new classes from 1970 to 2025 – from vehicles, electronics & software, construction & repair into new fields. 45 of 45 classes, 1,533 trademarks. South African trademark statistics by Sibanda & Zantwijk.
Transcript
- Before 1970, Mercedes-Benz already used 12 classes, including class 6 metal goods, class 7 machines, class 8 hand tools, class 9 electronics & software, class 11 lighting & appliances.
- 1972: Mercedes-Benz moves into class 35 advertising & retail; class 36 finance & insurance; class 37 construction & repair; class 38 telecoms; class 39 transport & travel; class 40 processing materials; class 41 education & entertainment; class 42 tech & IT services.
- 1973: Mercedes-Benz moves into class 18 leather & bags; class 19 building materials; class 20 furniture; class 21 kitchenware; class 25 clothing; class 26 haberdashery; class 28 toys & sports goods; class 34 tobacco.
- 1978: Mercedes-Benz moves into class 1 chemicals; class 5 pharmaceuticals; class 10 medical devices; class 13 firearms & fireworks; class 15 musical instruments; class 22 ropes & tents; class 23 yarns; class 24 textiles; class 27 carpets; class 29 meat, dairy & oils; class 30 coffee, flour & sweets; class 31 fresh produce & pet food; class 32 beer & soft drinks; class 33 wines & spirits.
- 2008: Mercedes-Benz moves into class 43 restaurants & hotels.
- 2010: Mercedes-Benz moves into class 44 medical & beauty care; class 45 legal & security.
- By 2025, Mercedes-Benz had trademarks in 45 of the 45 classes.