Automotive Brand Licensing

Automotive brand licensing from the team that ran Honda’s

Automotive brands license into a wide field: OEM and aftermarket accessories, die cast and scale models, apparel, video games, toys and collectibles, and racing merchandise. Bruce Garfield spent more than 23 years running these programs for Honda and Acura automobiles, Honda Motorcycles, Honda Power Equipment, Honda Racing and HondaJet. Garfield Agency brings that experience to automotive and motorsports brands, aftermarket companies and the manufacturers who want to work with them.

Crowded auto show floor with vehicles on display, the kind of event where automotive licensing deals begin

OEM and aftermarket accessories

Accessory licensing lets aftermarket companies build products under a vehicle maker’s marks, and lets the automaker extend its brand to enthusiasts without making every part itself. These deals turn on fit and finish standards, approvals, warranty questions and how products are sold, so the agreements need to reflect how the aftermarket actually works.

Scale models, toys and collectibles

Die cast, scale models and hobby kits depend on accurate vehicle data and careful approvals. Bruce has worked with Maisto, Gateway Global AutoArt, Tamiya, Kaido House, MaxBoost, Mattel and Hasbro, among others.

Vehicles in video games

Racing and open world games license vehicle designs, logos and sounds. Agreements cover how the vehicle may be shown, damage and modification rules, platforms and term. Our team includes gaming specialist Austin Yuen, who doubled the licensed catalog of the mobile title Racing Rivals and built its automotive partnerships.

Motorsports and trade shows

Racing programs and trade events such as SEMA and the LA Auto Show are where automotive licensing deals begin. Our advisors include championship driver and team owner Peter Cunningham, whose RealTime Racing team won 14 manufacturers’ championships for Honda and Acura.

Questions we hear

Can an aftermarket company license an automaker's logo?

Yes, through a license from the vehicle manufacturer. The automaker decides which products, channels and quality standards it will approve, and the licensee pays royalties on sales.

Do scale model makers need a license for real cars?

Manufacturers generally license vehicle designs, names and logos for scale models and toys. The license defines which vehicles, scales and markets are covered.

What do automakers look for in a licensee?

Product quality, accurate representation of the vehicle, the right distribution and a partner who will follow approval steps consistently.

Do you work with motorsports teams?

Yes. Team and event marks license into apparel, collectibles and games in much the same way as vehicle brands, with sponsorship relationships layered on top.

Garfield Agency provides licensing strategy and business services. It is not a law firm and does not give legal advice. For trademark filings, clearance opinions and litigation, work with a licensed attorney.

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Talk with Bruce about your brand

Tell us what you own, what you want it to do, and where you want it sold.