easyRentacar.com, the internet-based rental company launched by easyJet owner Stelios Haji-Ioannou last month, is involved in series of legal actions against companies felt to be trading off its name and reputation. So far six companies have been targeted.
The work is being carried out by a new division at easyGroup and is predominantly aimed at use of the name on the internet, although the firm said the action also included trading names.
A spokesman for easyRentacar.com said: 'Anyone wanting to profit from the investment we have made in building up a brand will meet legal resistance from us.'
Among companies to receive High Court writs over use of the Easy name are Eurodrive-owned Easy Car Rental and E@si-Rent, formerly Standish Car Rental. Nick Hanley, owner of E@si-Rent said there had been discussions with other rental companies about pooling resources to fight the action.