TrueCar Settles With Over Trademark

Santa Monica-based TrueCar is the un-named firm which settled with yesterday over a trademark lawsuit, according to court documents obtained by had announced this morning--without naming names--that it had settled with a "newly launched competitor" over the use of the phrase "True Cost" and its "True Cost to Own" trademark. According to the documents, had sued TrueCar on December 15, 2009, in the California Central District Court, alleging trademark infringement by TrueCar. Financial terms of the settlement--which was filed Thursday with the court--were not disclosed. TrueCar was represented as the defendant in the case by Lathrop & Gage LLP; was represented by Proskauer Rose LLP. TrueCar, a spinout of Zag Automotive, is headed by Scott Painter, and uses data gathered from actual dealer car sales to provide the actual sale prices of automobiles in a local area to both buyers and other auto dealers.