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Recharge Wrap-up: BMW i3 Super Bowl ad, Tesla updates backup camera

For the fourth year in a row, fuel economy is the biggest factor in buying a new vehicle. A new report from JD Power and Associates found that, despite cheaper gas, customers still sought out fuel-sipping cars. 14 percent of survey responders cited mileage as the biggest concern when shopping for a new car, and the second most important reason to reject a vehicle. The biggest deal-breaker, though, when it comes to buying a new car is much more superficial: 30 percent of shoppers cite appearance as the main reason to avoid buying a particular vehicle. Read more at Automotive News, or in the press release below. Tesla's 6.1 Firmware update for the Model S makes maneuvering the car in reverse a bit easier. The update includes reverse guiding lines for the rear-view camera when backing up. Combined with the parking sensors, the new lines in the display make it easier to place the car into parking spots by showing where the car will be positioned based on the angle of the steering wheel. Two white lines curve with the steering to show where the car is going. Check it out in the video below or read more at Teslarati. BMW will air a new ad for the i3 during Super Bowl XLIX. The 60-second commercial will play during the first quarter of the game on Sunday, February 1. BMW didn't give the whole idea behind the TV spot away, but did hint at the concept behind the ad. "Big ideas like the BMW i3 take a little getting used to, and the creative idea surrounding our spot will play on this analogy," says BMW's Trudy Hardy. Despite Cheap Gas, Fuel Efficiency Still a Primary Concern Exterior Look/Design Top Reason Buyers Don't Even Consider a Vehicle WESTLAKE VILLAGE, Calif.: 14 January 2015 - Despite gas prices falling to their lowest levels since 2010, fuel economy-for a fourth consecutive year-remains the most influential factor among the majority of new-vehicle buyers in determining which vehicle they select, according to the J.D. Power 2015 U.S. Avoider StudySM released today. The study, now in its 12th year, examines the reasons consumers purchase, reject or do not consider-or avoid-particular models when shopping for a new vehicle. According to the study, 14 percent of new-vehicle owners cite gas mileage as the most influential reason for selecting the vehicle they ultimately purchased. At the segment level, gas mileage is the primary purchase reason among buyers of compact, small and midsize cars and compact MPVs.

Tesla to be named Tuosule in China

Tesla is not Tesla anymore, at least in China. The Palo Alto-based manufacturer has apparently given up on the fight over its name, for the time being. The name "Tesla" was trademarked by one Zhan Baosheng in 2006, while the American EV company didn't attempt to claim it until 2009 (we reported on this development a few weeks back).
Of course, trademark squatters aren't really a new thing, particularly in China. Earlier this month, we told you about a car company that is attempting to patent a Volkswagen design before the German manufacturer could even bring it to market.
Since the California electric car manufacturer can't go by Tesla in the Asian automotive market, it's reportedly elected to be known as "Tuosule." First reported by InAutoNews, the Tuosule name apparently comes from a transliteration of "Tesla" to a dialect of Chinese spoken in Hong Kong. This was the second time Tesla has gone to court over its name. The first time was to reclaim the name "Tesla Motors," which it achieved by purchasing the name from its owner, Qiao Weiwei, but that name apparently isn't licensed for automotive use.

Tesla trademark suit in China ends with settlement

After years of fighting, Tesla has finally put its trademark dispute in China with businessman Zhan Baosheng behind it, thanks to an undisclosed settlement. The news comes at a perfect time for the automaker, which is still setting up its dealers there.
According to an email from Tesla cited by Bloomberg, the two sides came to an agreement "completely and amicably," but the business isn't revealing what it cost to resolve the conflict. As part of the settlement, Zhan is also transferring his ownership of the tesla.cn and teslamotors.cn over to the company. "Mr. Zhan has agreed to have the Chinese authorities complete the process of canceling the Tesla trademarks that he had registered or applied for, at no cost to Tesla," said the statement, according to Bloomberg. "Collectively, these actions remove any doubt with respect to Tesla's undisputed rights to its trademarks in China."
Zhan had claimed to hold the trademark on the Tesla name in China since 2009, but he was appealing a ruling by the country's courts invalidating those rights. The situation heated up even further in July when Zhan sued the automaker for trademark infringement and asked for 23.9 million yuan ($3.9 million) in damages, plus for the company shut down all of its operations there. Tesla had reportedly already attempted to settle with him years ago for 2 million yuan ($325,000 at current rates), but Zhan countered with a figure of the equivalent of over $32 million.