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American Government Special Collections Reference Desk

Topics:  Bentley Continental, Lincoln Continental

24 August 1953

Edsel delay letter
Bentley Motors, Limited
14-15 Conduit Street
London, W.1., England

Gentlemen:

Or attention has been directed to the brochure distributed by you, describing the automobile which you market under the name "Continental."

Apparently you adopted this name without realizing that we have used it since 1939 to identify the premier model of our "Lincoln" line and that it exclusively identifies in this country and elsewhere vehicles of our manufacture.

It seems to us that confusion will be unavoidable if vehicles of your manufacture, bearing, or referred to by, the name "Continental" are imported into this country or other countries where our "Continental" has been sold. The purpose of this letter is to suggest that steps be taken now to avoid such confusion.

We should appreciate an expression of your position concerning this matter. We are sure that neither of us would knowingly attempt to trade upon the good will of the other, particularly when that good will, in both cases, is based upon trade-marks known and respected throughout the world.

Very truly yours,

FORD MOTOR COMPANY

By:______________________
William T. Gossett
Vice-President and General Counsel

cc:
Messrs. Henry Ford II
E. R. Breech
Benson Ford
R. E. Krafve
A. J. Wieland

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