But its managing director has not ruled out a new legal challenge.
The company took British firm Eurodrive to the High Court, claiming that the companies’ logos, which both feature a stylised letter e, were too similar and were causing confusion among its customers.
But the argument was rejected in the High Court, with Eurodrive founder Richard Lowden claiming it was a victory for the small operator.
He said both companies had traded successfully in the same sector for more than 10 years without any confusion.
Lowden added: ‘While our logos both contain some form of stylised letter ‘e’ they simply do not look remotely alike.’
He likened the case to a David and Goliath style battle with a £7 million British company fighting against a multi-billion dollar US firm.
Enterprise Rent-A-Car bosses say they have no immediate plans to appeal against the High Court decision, but suggested they may take further action in the future.
Enterprise UK and Ireland managing director Brice Adamson said: ‘We were disappointed with the ruling because of the confusion we know the logo causes our customers, which is a shame and something we want to avoid.
‘We are currently working out our next course of action but we have no immediate plans to appeal against the ruling, although if we can take further action in the future then we may well do so.’
Lowden has urged Enterprise to ‘graciously accept defeat’ and claims the row over the logos has delayed expansion plans.
But he added: ‘I’m delighted that we have won. My main concern is that this has been a waste of time and money.’
It is not the first time Lowden has fought off a challenge from another company.
He explained: ‘A few years ago we successfully fought off a challenge from the Easygroup claiming that it had exclusive rights over the words ‘easy’ when we used it within our subsidiary company Easy Car Rental.’
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