Renewed Trademark Status for Moto Guzzi California

For generations, Moto Guzzi motorcycles aimed at the motorcycle market in the United States proudly boasted the name Moto Guzzi California. This trademark dates back to the 1970s; however, since 2020, it has been jettisoned. Many have observed the Italian motorcycle manufacturing company has discontinued the use of this name after the cessation of motorcycles powered by the majestic 1,380cc Big Block engine due to the stricter emission rules. On March 01, 2024, Moto Guzzi applied for the renewal of Moto Guzzi’s trademark rights on the name in the United States. Following this development, it is being speculated that a new motorcycle is likely to be introduced under the new Moto Guzzi trademark. 

It is not uncommon for motorcycle manufacturers to accumulate old names and trademarks or apply for new symbols and marks from time to time. Many times, motorcycle brands choose not to use the new trademarks but maintain control over them. For instance, Triumph has held onto the names Thunderbird and Hurricane for years. Similarly, BMW has acquired a wide range of alphanumeric pairings to ensure no other company snatches them. 

Piaggio, Moto Guzzi’s patent agency also files regular applications to acquire names aligned with its naming and branding policies. Moreover, it enjoys trademark rights on the name Moto Guzzi California in Europe until the 2030s. However, since this new application is filed in the United States, it is an indication that the company plans to use the trademark applied for. This is because, in the United States, companies cannot hoard trademarks based on a remote likelihood that they might launch a model bearing that name in the distant future. 

Recently, Piaggio filed an application in America seeking the Moto Guzzi California trademark, primarily because the brand already owns this name in Europe. The application also mentions that ‘Moto Guzzi has a bonafide intention, and is entitled, to use the mark in commerce.’ This statement by Piaggio adds substance to the speculation that the Italian manufacturer is set to launch a new model, piquing curiosity regarding the company's plans and strategies for its new product.  

The previous California lineup was propelled by Moto Guzzi’s Big Block 1,380cc V-Twin engine, but this engine size pales in comparison to the contemporary engines. If Moto Guzzi plans to build a motorcycle on the tweaked Big Block platform, it would have to be mindful of market giants such as BMW , Indian , and Harley Davidson , the last two being all-American motorcycle brands specializing in V-Twin engine technology. To ensure that its new-generation California, Audace, and MGX-21 models succeed, the Italian motorcycle brand would have to completely redesign the engine to compete effectively. 

But it seems that the company will take a completely new direction for its newest model. Previous models of California were powered by smaller V-Twins, with a maximum capacity of 850-1,100 cc. We have already witnessed Guzzi’s approach with its all-new 1,042 liquid-cooled engine installed in the Stelvio and V100 Mandello, and these two motorcycles fall perfectly within the same size category as the earlier iterations of California. These motorcycles can also compete with Harley Sportster Nightster and Indian Scout motorcycles. Based on these observations, one can safely conclude that Moto Guzzi’s next California motorcycle will be built around a V-100 platform.