Automotive Licensing: From OEM Marks to Aftermarket Accessories

26 Sep Automotive Licensing: From OEM Marks to Aftermarket Accessories

Few brands inspire the loyalty that car and motorcycle brands do. Owners and enthusiasts want to wear
them, collect them, race them in video games and bolt them onto their vehicles. Automotive licensing is how
manufacturers meet that demand without building every product themselves.

What automakers license

Vehicle manufacturers own a deep portfolio: brand names, logos and badges, model names, and the distinctive
designs of the vehicles themselves. Each can be licensed. A model name might appear on a die cast replica, a
logo on a jacket, a vehicle design in a racing game, and a badge on an aftermarket accessory.

Accessories and the aftermarket

Accessory licensing lets aftermarket companies build products under the automaker’s marks. For the
automaker, it extends the brand to enthusiasts. For the aftermarket company, the marks add credibility and
value. These deals turn on fit and finish, approvals, warranty questions and how products will be sold, so the
agreement needs to reflect how the aftermarket actually works.

Scale models, toys and collectibles

Die cast and scale model makers license vehicle designs, names and logos. Accuracy is everything, so approval
cycles often involve detailed reference data and several rounds of samples. Toy licenses add safety standards
and packaging approvals for younger buyers.

Vehicles in video games

Racing and open world games license vehicle designs, logos and sometimes sounds. Agreements cover how the
vehicle can be shown, whether it can be damaged or modified, which platforms are included and how long the
license lasts. Games introduce a brand to players long before they buy a car.

Apparel and lifestyle

From racing jackets to streetwear collaborations, apparel is often the most visible automotive licensing
category. Collaborations with fashion labels can reach audiences a brand would never meet at a dealership.

Trade shows and motorsports

Events such as SEMA and the LA Auto Show, and racing programs across many series, are where many automotive
licensing relationships begin. They are where manufacturers, aftermarket companies and licensees see each
other’s work.

Experience on both sides

Bruce Garfield spent more than 23 years managing licensing for Honda and Acura automobiles, Honda Motorcycles,
Honda Power Equipment, Honda Racing and HondaJet. Garfield Agency brings that experience to automotive brands and
to the companies that want to partner with them.

Thinking about automotive licensing? Start a conversation with Garfield Agency or read more in our licensing FAQ.

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 disputes, work with a licensed attorney.