Harley-Davidson motorcycles are often called “hogs.” Indeed, some dictionaries even define “hog” as a motorcycle, especially a large one. While Harley- Davidson had mixed feelings about its products being referred to as a “hog,” with the unsavory Hell’s Angels image that the term conjures, it also recognized the marketing potential of the term. As a result, Harley-Davidson finally registered the term “hog” as trademark for its motorcycles in 1990.
Ronald Grottanelli, like many motorcycle enthusiasts, had used the term “hog” when referring to Harley-Davidson motorcycles for many years. In fact, he had been operating a motorcycle repair shop since 1969 under the name “The Hog Farm.” In addition, Grottanelli offered products such as Hog Wash, an engine degreaser, and a “Hog Trivia” board game. Harley-Davidson sued for trademark infringement and dilution. What result?