An independent garage owner who has run a business named Alan Carr Jaguar Services for 14 years says he'll change his name by deed poll rather than be forced to rebrand by British carmaker Jaguar.
Lawyers for Jaguar, which wants to protect its authorised repair network, claims he has infringed its trademark and asked him to consider a neutral name.
Carr, of North Shields, has vowed to take on the company and told the Daily Mail he will even considering changing his name by deed poll to Mr Alan Carr Jaguar Services in a bid to stop the premium carmaker.
Carr, 52, said: "I am an enthusiast who has built up a business around his interest. It will never make me a fortune but I have a small number of clients who come to me by word of mouth and like what I do.
'I have a website which uses my company name and I have had plastic business cards printed, which were not cheap, but I have never passed myself off as Jaguar.
"And I have just invested in a new diagnostic system as used by main dealerships, which cost a lot of money, and then this hits me."
Jaguar Land Rover told the Daily Mail it needed to protect its trademark to maintain its reputation as a premium automotive manufacturer for its customers.