Ford Motor Co. v. Benjamin Boone, Inc.

244 F. 335, 156 C.C.A. 621, 1917 U.S. App. LEXIS 2016
CourtCourt of Appeals for the Ninth Circuit
DecidedAugust 20, 1917
DocketNo. 2884
StatusPublished
Cited by15 cases

This text of 244 F. 335 (Ford Motor Co. v. Benjamin Boone, Inc.) is published on Counsel Stack Legal Research, covering Court of Appeals for the Ninth Circuit primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Ford Motor Co. v. Benjamin Boone, Inc., 244 F. 335, 156 C.C.A. 621, 1917 U.S. App. LEXIS 2016 (9th Cir. 1917).

Opinion

DIETRICH, District Judge.

The plaintiff company is the manufacturer of the Ford automobile. It maintains what it calls an agency for the sale of its cars and extras, and for repair work, at Portland, Or. ' The defendants are engaged in a general automobile business in that city, but have never been authorized by the plaintiff, either as agents or otherwise, to sell its products. The suit is brought to restrain them from engaging in what the plaintiff claims to be unfair practices, by which its rights are violated and the public is deceived. Upon the defendants’ motion the bill was dismissed in the lower court, and the plaintiff appeals.

Sketching the complaint a little more fully, it shows that for about 12 years last past the plaintiff has been engaged in the manufacture and sale of automobiles invented by it, and commonly known as the “Ford car,” “Ford automobile,” or “Ford,” the same being fully protected by patents; that it has spent large sums of money advertising .the “Ford,” and by reason of its inherent merit and as a result of such advertising the “Ford” has come into great public favor; that-in advertising plaintiff has very generally used two trade-marks duly regr istered and fully protected by the United States copyright and trademark laws, namely, a design known to the trade and the public as the “winged pyramid,” which carries in script the word “Ford” above the words “The Universal Car,” and also the word “Ford” in script; that in the conduct of its business the plaintiff appoints agents in limited territories throughout the United States, and that the rights and duties of such agents are defined by a uniform contract; that in connection with the signs on their buildings and windows, and their advertising by the use of cards, letter heads, and other printed matter, such agents are required to use the word “Ford” or “Fords” 'in dress and style resembling such trade-marks or designs, and as a consequénce of such common use by the plaintiff and its agents it has come to be understood generally by the public that persons making use of such expressions and designs are duly authorized agents for -the sale of the plaintiff’s product in the territory where such advertising is used; that, although they are without any authority whatsoever from the plaintiff, for the purpose of misleading the public and of fraudulently and unfairly diverting the plaintiff’s trade, which belongs to it and its authorized agents, and of causing the public to believe that the defendants are the plaintiff’s authorized agents, they, the defendants, have made and are making, and threaten to continue to make, certain false and misleading representations, particularly in that: First, they maintain in a conspicuous place upon their business building the word “Fords”; second, they have caused to be printed and use certain [337]*337posters upon oil cans containing automobile oil, upon which posters is a winged pyramid, with the script word “Ford” thereon, imitative of the plaintiff’s trade-mark, and at the bottom of the poster the words “Benjamin E. Boone & Co., Ford Agents, Portland, Oregon”; third, they falsely aiid fraudulently represent to prospective purchasers of Ford cars that they are Ford agents, and that they obtain Ford cars in quantity from the plaintiff’s factories; fourth, they have caused to be printed in the Portland classified index of the Pacific Telephone & Telegraph Company’s directory the following: “Boone, Benj. E. & Co., Ford Auto Agency, 514 Alder St., Main 3966;” fifth, they have importuned certain of the plaintiff’s “agents” to breach their “agency” contracts with the plaintiff, and in collusion with such agents they have sent in to plaintiff’s factories false and fictitious orders for cars; sixth, they have advertised in the local papers the sale of Ford automobiles which they fraudulently obtained through the plaintiff’s agents, at prices greatly below the regular, advertised, retail selling price of the plaintiff’s cars.

The significance and materiality of the fifth and sixth specifications depend largely, if not entirely, upon the effect we give to the plaintiff’s “agency contract,” which the defendants contend is invalid. This contract is of great length, and we refer to such features only as have direct bearing upon the question of its validity. It purports to appoint an “agent” for the sale of the plaintiff’s cars and of accessories and parts, and to provide facilities for making repairs. The right of the “agent” to sell is limited to certain defined territory. He may sell cars only to users residing in such territory, and only at the list retail prices fixed by the plaintiff. He must pay 85 per cent, of such list price in advance at the time of ordering the cars, and must pay freight charges and other expenses incident to the transportation of the cars from the factory to the agency, as well as taxes and insurance, and must suffer such loss, if any, as is sustained by injury to the cars from the time they leave the factory until they are delivered to the purchasing user. The 85 per cent, cash advance is the full money consideration which the plaintiff receives, but under the terms of the contract it retains complete title until a bill of sale signed by it has been delivered to the vendee, who shall be only a user, that is, one who purchases for immediale use, and not for resale. Additional compensation is provided for the “agent” over and above the 15 per cent, of the retail price by way of graduated commissions, depending upon the aggregate amount of sales during the year. The “ageut” is required to “maintain on his own account and at his own expense a place of business and properly equipped repair shop, * * * and shall employ competent, efficient salesmen,” and the plaintiff is not to be held responsible “for the rent, taxes, wages, or other charges or liabilities of any nature” arising out of or in connection with such business. Provision is also made for advertising and for many other details. The defendants’ contention in brief is that, while the instrument is adroitly phrased, for the purpose of giving to the relation between the plaintiff and the other party, whom we shall call the consignee, the appearance oí an agency, they in reality stand in the relation to each other of vendor and vendee.

[338]*338[1] The first question is whether or not, even if we assume the invalidity of the agency contract, the defendants may, in the conduct of their business, engage in the deceptive practices pointed out in the first four specifications. It is too narrow a view to take of the scope of the doctrine of unfair competition to say, as is suggested, that there can be no unfair competition in such case because admittedly the defendants are selling genuine “Ford” cars. If there is no advantage to them and no corresponding disadvantage to the plaintiff, why the pretense of being a Ford agency? The purchase of an automobile is not like the purchase of a sack of potatoes. An automobile is a complex mechanism, designed to be used for an indefinite length of time. Parts wear out and must be replaced. The ordinary purchaser realizes that he is incompetent to,judge whether in all respects an offered car is up to the manufacturer’s advertised standard. It is a consideration of some importance to him to be able to deal with the maker or its recognized agent. He desires the assurance that the article he purchases is standard; that it has the maker’s guaranty; that he will be able to procure parts and accessories as he may need them; and, of course, that no question will be raised touching his title. Obviously the defendants could not give a prospective purchaser all of these assurances.

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Cite This Page — Counsel Stack

Bluebook (online)
244 F. 335, 156 C.C.A. 621, 1917 U.S. App. LEXIS 2016, Counsel Stack Legal Research, https://law.counselstack.com/opinion/ford-motor-co-v-benjamin-boone-inc-ca9-1917.