19/03/2025
The World Intellectual Property Organisation (WIPO) has recently released its report on technology trends in the future of transportation[1]. The report includes a dedicated section exploring transportation trade marks[2], which discusses the crucial role that trade marks play in the highly competitive transportation sector.
With innovation accelerating across all modalities – land, air, sea and space transport – trade marks are playing an important role in defining brand identity and securing market share. WIPO’s report highlights the need to protect the trade marks in order to establish brand recognition in an industry where consumers are reliant on brand indicators to inform them about safety standards, efficiency and reliability. It is also well-known that the automotive and transportation industries rely on significant research and development efforts. Trade mark protection helps protect those investments from imitators and those seeking to take advantage without the effort and expenditure. Many players in the transportation sector are global brands with international reach and so securing trade mark protection across jurisdictions is valuable and should form a critical part of a business’ IP strategy.
Trade Mark Filing Trends: Steady Growth over two decades
The report looks specifically at global trade mark data for goods in class 12 (vehicles, parts and fittings for vehicles) and services in class 39 (transportation services) of the Nice Classification. Looking at the period from 2004 to 2023, the report shows that there has been a “consistent increase” in trade mark filings in these classes. There is a slight decrease in filings after 2020, but the report attributes this possibly to the lingering impact of the Covid-19 pandemic.
The report finds a compound annual growth rate of 5.8% for trade mark filings from 2004 to 2023 across goods and services combined, which it says “signifies a steady expansion in trademark activity during this period, driven by an increasing emphasis on establishing and protecting brand identities within the automotive and transportation industries.”
Figure 1: Trade Mark Filing Trends related to transportation. Source: WIPO (2025). WIPO Technology Trends Report 2025: The Future of Transportation. Geneva: World Intellectual Property Organization. (Figure 3.18, Exploring trademarks in the transportation sector, 2004–2023, Page 52 of the Report)
Key Filing Jurisdictions
The report also drills down into the top filing jurisdictions for trade marks related to transportation in class 12 and class 39. Unsurprisingly, given its manufacturing capabilities and established presence in the transportation industry, China is the top filing jurisdiction for both goods and services. For goods and services, filings in China have increased more than two-fold in the period 2014 to 2023, which the report attributes to “China’s robust automotive industry and proactive trademark protection efforts.” There has been a slight decline in filings for class 12 goods in China since 2021, but China’s strong position in the market remains.
For goods, the next top filing jurisdictions are established automotive markets, including the USA, EU and India. For services, the top filing jurisdictions alongside China include what the report terms the “emerging markets” of Brazil, the Islamic Republic of Iran, the Russian Federation and Türkiye.
Figure 2: Top filing jurisdictions of trade marks related to transportation, 2004–2023. Source: WIPO (2025). WIPO Technology Trends Report 2025: The Future of Transportation. Geneva: World Intellectual Property Organization. (Figure 3.18, Page 52 of the Report)
Top Trade Mark Filers
The report also analyses global trade mark data to find the top trade mark filers in relation to transportation goods and services in classes 12 and 39 between 2014 and 2023.
For goods, established OEMs (Original Equipment Manufacturers) dominate the top filers, reflecting their ongoing investment in protecting automotive brands and technologies. However, the landscape for services is more diverse, featuring airlines, e-commerce giants, tech platforms, and mobility service providers.
This shift underscores how the transportation ecosystem is expanding beyond traditional automakers, with digital-first companies entering the market through ride-hailing, logistics, and smart mobility solutions.
Figure 3: Top Trade Mark Filers in Transportation, 2014–2023. Source: WIPO (2025). WIPO Technology Trends Report 2025: The Future of Transportation. Geneva: World Intellectual Property Organization. (Figure 3.19, Page 54 of the Report)
Trade Mark Overlap
Finally, the report provides an insight into the goods and services most commonly filed together with goods and services in classes 12 and 39.
The top ‘neighbour’ class to class 12 goods is scientific instruments (class 9). Class 9 covers goods including, automotive software, mobile applications, safety apparatus, batteries and charging apparatus. So as we see more and more advancements in automotive technology and the rise of electric vehicles, we expect most companies interested in class 12 to also be interested in class 9. This reinforces the growing intersection of transport and technology, particularly as EVs, autonomous systems, and AI-powered vehicle software become mainstream.
In respect of class 39 services, the top ‘neighbour’ class is advertisement and business methods (class 35). Class 35 covers a range of advertising, business management, commercial information and retail services. Such services will often form a complementary part of a transportation business, highlighting the increasing importance of branding & commercial partnerships in mobility services, where customer experience and services differentiation are key drivers of success
Summary
The report shows that trade mark filings in the transportation space have been solid and consistent and generally on the rise. The filing landscape for goods is characterised by established markets and large automotive manufacturers, whilst filings for services show a more varied background of top filers with emerging markets showing their presence.
The report serves to highlight the importance of trade marks in the transportation sector. As new technologies develop and are brought to the market, it is important that those responsible have adequate trade mark protection in place to protect its brand message and the significant research and development that underpins the brand and its products. Those with established brands should also ensure that their protection is robust and up to date. A strong trade mark portfolio can deter imitators and those seeking to take advantage of brand’s recognition and associated qualities, such as innovation, advanced technology, safety and efficiency, in a competitive marketplace.
At Reddie & Grose LLP we have a wealth of experience drafting trade mark and patent applications, ensuring that our clients are provided with high quality intellectual property protection, which adequately protect their inventions and brand. Please reach out for expert advice on safeguarding your innovation and brands.
This article is for general information only. Its content is not a statement of the law on any subject and does not constitute advice. Please contact Reddie & Grose LLP for advice before taking any action in reliance on it.
