Torco sues Torco

California based Torco International Corporation (www.torcoracingoils.com) sued Michigan based General Sales and Service, Inc. d/b/a Torco Racing Fuels (www.torcoracefuels.com).

Torco International has been in business since 1950 and either applied for or registered the mark TORCO here, here, here and here. 

It looks like General Sales has expended a good amount of money to promote their Torco brand.  I wonder if they did a search before adopting the mark.  If not, they should have.  Maybe they would have taken a different name and avoid the lawsuit.

Tags: trademark, trademark search, litigation, registration