Discount Tire Lawsuit Claims Mavis Rebrand Treads on Trademark (1)

Wheel retailer Discount Tire claims a rebrand by Mavis Tire Supply LLC—labeling its stores Mavis Discount Tire—violates its trademark rights.

The company’s Dec. 26 lawsuit says Mavis started renaming stores after buying multiple chains located in the South and Midwest, where Discount Tire does business. Mavis intends to confuse customers and profit from goodwill built up in the Discount Tire trademark over decades, according to the complaint filed in the U.S. District Court for the District of Georgia.

Mavis previously used Mavis Discount Tire branding only in northeastern states with no competing Discount Tire stores, according to The Renialt-Thomas Corp., ...