NEW YORK -- Enterprise Rent-A-Car said it plans to take legal action against Hertz and Advantage Rent-A-Car for imitating an Enterprise-trademarked advertising slogan.

Enterprise developed its tag line "We'll pick you up" in 1994, and the company claims it has spent millions of dollars on advertisements featuring the trademarked slogan. The St. Louis-based company said its trademark status prevents other companies from "using [the] slogan or anything 'confusingly similar.' "

Responding to Enterprise's allegation, David Parkoff, assistant general counsel for Hertz, said the company "believes that it can use the English language words 'we'll pick you up' and their variants in a descriptive/informational sense as it presently does and that Enterprise's claim of trademark rights in those words is misplaced and does not prevent such use."

In May, a U.S. district court judge ordered that Rent-A-Wreck of America, based in Maryland, stop using slogans that used the phrase "pick you up."


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