The curtain has fallen on the fabled Australian Winnebago brand.
From the start of this month, any wannabe grey nomad who orders a new motorhome from the NSW manufacturer – which has been using the Winnebago moniker for the past 30 years – will now become the proud owner of an Avida vehicle.
The change comes after US-based Winnebago Industries, which has been manufacturing motorhomes in Iowa since 1966, won a legal battle to prevent local manufacturers and dealers using their brand name.
Last July, the Federal Court found that the US brand had been “intentionally hijacked” by
Bruce Binns, the owner of the Australian firm. The Smart Company website reports that Justice Lindsay Foster found Binns, through his company Knott Investment, acted knowingly
to gain financially from the reputation of Winnebago Industries.
“I find that, by choosing to exploit the Winnebago name and the Winnebago logos, he was intending to gain for himself as much benefit as possible in Australia from the goodwill and reputation of Winnebago and its recreational vehicles,” Justice Foster said. “His decision was motivated by a keen appreciation that he and his associates would gain financial benefit from using the Winnebago marks in Australia.”
The family owned and operated company began in 1965, but it wasn’t until 1978 it became Winnebago Australia.
Although the Winnebago trademark in Australia has been cancelled, Australian dealers have until September this year to rebrand their businesses.
The newly formed Avida Motorhomes has appealed against the ruling and, until that appeal is settled, is continuing to refer to itself as the: “maker of the Australian Winnebago”.
Do you own a Winnebago? Does owning an ‘Avida’ have the same prestigious ring to it? Do you think Australian Winnebagos will become collectors’ items? Comment below.
Interesting story, and I often wondered if there was a link between Winnebago Oz and Winnebago USA. My old girl is a Freeway slide-on built before Freeway changed its name to Winnebago in 1978. Mine’s a ’74 and still in pretty good nick. I’ve often told people that Freeway and Winnebago are the same company. Now what’ll I tell ’em? A rose by any other name… Yes?
When it comes to trusting a brand and a company, one that trades off the goodwill of another’s name is questionable.
Winnebago USA should never have let this drag on so long and all those years ago when they were aware of the breaches, should have nipped it in the bud.
I feel for all the dealers who are caught in the middle of this having to rebrand themselves – signage, stationery, advertising and so on. They are the victims of this breach of intellectual property. I have no sympathy for Binns and his business.
According to the Binns, they had an agreement with Winnebago to use the name. If you check out the Winnebago Australia web site, there’s a page of info there.
Ah, that makes things better. My Paradise wont be called a Winnebago by my friends all the time – there should never have been the confusion. But alas, non-motorhomers will still refer Motor Homes to that “W” word.
I think its a pretty bad show Binns taking on winnebago name and trading on it for his own benefit–how would he like it if someone started producing motorhomes under the Avida name –mind you i saw a motorhome at the show called Vida –looks like hes copying another motorhome and doing the same thing again – all pretty confusing.
I just heard that Winnebago Australia has won their appeal. So it is obvious there was a little more to this story than reported.
It’s not quite that simple – Binns retained the right to maintain the Winnebago name on all existing vehicles – otherwise we would have had the ludicrous situation of all the existing “Winnebagos” on the road having to be recalled and rebranded.
In any future publicity, etc, Binns has to quite clearly distinguish themselves from the American company, which you can see in their use of the “Makers of the Australian Winnebago” literature.
Binns’ registration of the ‘Winnebago’ trademark (and logo) in Australia was cancelled and it was confirmed that the American company are the only ones who can use that mark in Australia.
Personally, I can’t wait for the ‘real’ Winnebagos to arrive here in Oz!
This is confusing I am thinking of buying a 1996 Winnebago Freeway Ford Transit 2.5 turbo diesel to travel around Australia. Geez what am I buying ?
I own a Winnebago classic 1985 model. Build number is 1870. Would like some information on this vehicle. Am told it is very rare.
Try contacting them:
http://www.whitepages.com.au/business-listing/winnebago-industries-1215143
Hi JF West
I have just purchased a 1986 They tell me it was built in Smithfield in Sydney.I’m chasing a wire diagram for it.It has a Small V8 Cat with Allison Auto.I would be very grateful if I could find someone to help me
Regard’s Alex
I own an A Class Winnebago – the American one, imported into Australia in 1986 and am looking for anyone interested in purchasing her. I have no idea where to best advertise her and I anyone can make a suggestion I would greatly appreciate it.
I have just bought a 1990 “Winnebago” Mitsubishi Canter, it was original sold in Hallam Vic as cab chassis I guess. I was trying to locate the firm who might have done the conversion down there?? I can’t seem to find the chassis number ??
I am looking at a 89 Mitsubishi canter freeway ‘Winnebago’ (aluminium body) interested in any pros or cons you have found with yours. The one I’m looking at has a 3.3l engine, how do you find the engine performance & what is your usual speed sitting on the hwy?
Thanks
Just to add to that, I mean the C/N on the Chassis itself ??