Tatra Trucks: A Legendary Czech brand strengthening protection of its intellectual property
Tatra Trucks stands as one of the most iconic industrial brands in the Czech Republic. With a proud legacy stretching back to 1850, the company commands respect not only for its technological innovations but also for its powerful brand identity. Over the decades, it has cultivated a strong and loyal fan base both domestically and internationally. This has naturally led to increased interest from third parties seeking to use the Tatra brand for various commercial purposes — from apparel sales and toy production to the publishing of books on automotive history and the manufacturing of spare parts.
Given this interest, Tatra Trucks is open to licensing its brand to honest and reputable applicants under agreed terms. However, the company also enforces strict protection against any misuse or unauthorized exploitation of its intellectual property (IP).
A Heritage Worth Protecting
Radomír Smolka, Member of the Board of Directors for Research and Development at Tatra Trucks, emphasized the importance of safeguarding the brand’s integrity: “We are well aware of the value of our brand and the good name of our company. This value has been built by generations before us since 1850. The strength of the Tatra name helped the company even in its most difficult times. Now that Tatra is back in Czech hands and prospering, it is time to systematically protect our intellectual property rights.”
Smolka was the key force behind the company's renewed focus on IP protection. At his initiative, a new position was created in 2024 — the Intellectual Property Manager, filled by seasoned expert Jana Kunovská.
Dedicated to Fairness and Integrity
“Jana is doing an excellent job,” added Smolka, “even though she sometimes faces backlash from those using Tatra's intellectual property under non-standard or unfavorable conditions for the company. She enjoys the full support of the management because she not only protects our brand but also defends the interests of those who use it fairly and lawfully. Her efforts ensure honest users are not exposed to unfair competition from unauthorized or unlawful users of our brand.”
Today, Tatra Trucks operates a well-developed system for the protection of its intellectual property, including the safeguarding of its brand reputation. The company routinely monitors the market for Tatra-branded products to ensure compliance with licensing agreements and legal standards. “We strive to elevate relationships with licensed partners, offering them exclusivity, confidence, and the backing of a globally respected brand,” Kunovská explained. “At the same time, we remain open to new and serious applicants because we believe our strong community of fans deserves the highest quality in every product.”
Intellectual Property: More Than Just a Logo
Kunovská pointed out that Tatra’s IP portfolio includes a wide range of registered trademarks, industrial designs, utility models, and patents — protecting not only the brand but also the innovations behind it. The company’s approach has become more systematic and proactive in recent months. “During times when Tatra struggled for economic survival, IP protection was not a top priority. Today, we are addressing this oversight. We handle numerous requests daily to verify the legitimacy of Tatra trademark usage and respond promptly to any identified issues.”
The Value of Authenticity for Licensed Partners
Tatra Trucks’ licensed partners have welcomed the company’s renewed focus on IP protection. Lukáš Petrovický, Production Director at Kaden — a well-known Czech manufacturer of model vehicles — shared his perspective:
“Since Tatra Trucks started strictly protecting its brand, we've seen growing interest in our Tatra models and better sales. Unauthorized copies, especially from Asia, are disappearing from the market.”
Ivana Maršálová, Marketing Manager at Dino Toys, also expressed her appreciation:
“We’d like to thank Tatra Trucks for its tireless efforts in fighting counterfeiters and unfair competition. Protecting the Tatra brand not only upholds its prestige but also enables us as licensed partners to sell our products — such as plastic Tatra 148 models for children — freely and fairly. Counterfeits hurt both our sales and customer trust. Tatra’s consistent enforcement helps us maintain the integrity and quality of the products we offer.”
Clear Guidelines for Brand Usage
To maintain high standards, Tatra Trucks has outlined a clear and structured process for granting licenses:
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The company holds numerous Tatra trademarks, both in word and graphic form, registered in over 100 countries.
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Use of the brand or any related intellectual property is permitted only with a valid license agreement.
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Applicants must submit product samples displaying how the Tatra brand will be used on their merchandise.
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For books and publications, creators must explain their concept and how they intend to incorporate the brand into their work.
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Tatra Trucks actively resists unethical, inappropriate, or derogatory use of its trademarks.
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Unauthorized use results in a formal notice requesting clarification, followed by appropriate legal or commercial action.
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Interested parties can apply for a license by contacting jana.kunovska@tatra.cz.
One of the Longest-Standing Automotive Trademarks
The Tatra trademark has a rich and storied history. Initially registered in 1933 in a combined form for refrigeration equipment in collaboration with German firm Alfred Teves Maschinen und Armaturen-Fabrik G.m.b.H., the trademark featured the Tatra name in a circular field accompanied by the word “Ate.”
In 1934, after showcasing the revolutionary aerodynamic Tatra 77 at the Berlin Motor Show, Tatra filed a national application in Czechoslovakia for a stand-alone wordmark. This was followed by an international registration in 1935. Later that same year, the company applied for a combined Tatra logo in a circular format, which remains iconic to this day.
In 1992, the Czech Industrial Property Office recognized the Tatra trademark as a "well-known trademark" — a testament to its legacy and value.
Tatra Trucks' proactive stance on intellectual property is not only preserving its rich heritage but also supporting a global community of creators and manufacturers who rely on the authenticity and prestige of the Tatra name. Through a combination of vigilant monitoring, fair licensing practices, and strategic legal action, Tatra is ensuring its brand remains a symbol of innovation, trust, and Czech industrial excellence well into the future.
