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WINNEBAGO Australia, which is locked in a legal tussle over naming
rights, has rebranded all its motorhomes.
The new name ‒ Avida ‒ became effective from February 28.
Avida Motorhomes will be promoted initially as the makers of the
Australian Winnebago to provide credibility to the new brand by
associating Avida with the well known motorhome brand in Australia and New
Zealand.
Chief executive officer Ben Binns said the company had always considered
operating with two distinct brands in the marketplace.
"However, the legal battle over the rights to use the Winnebago name in
Australasia has convinced us that we need to create our own Australian
identity," he explained.
Winnebago Industries of Iowa in America, a company not associated with
Winnebago in Australia, waited more than four decades before taking action
to prevent the Australian company from using the name, despite allegedly
having signed an agreement in the early 1990s.
A Federal Court decision last July decided in favour of the US giant but
Winnebago Australia appealed the decision, which is due to be heard this
month.
"Avida is a brand which will be with us for many years irrespective of the
result of the appeal," Mr Binns said.
"To assist in providing credibility to the Avida brand, we intend to
promote Avida as the makers of the Australian Winnebago, linking our
heritage since 1965 to the newest motorhome brand on the market."
