Lexus brand, founded in 1983, is a world-famous luxury car brand under Toyota Group of Japan. In 2005, it established the first batch of dealerships in China and officially entered the Chinese market.

On April 26, 2011, Toyota Motor Corporation applied for registration of trademark No.9389740, which is designated for use in Class 12 ("Vehicle Tires; Airship; Cable Car"). 

On November 13, 2021, trademark No.9389740 was finally entered preliminary announcement. Toyota waited for ten years from the application for registration to the announcement of the trademark. Procedural info shows that a rejection had been raised against the mark, but was eventually overturned with the unremitting efforts of Toyota, making the entering into the preliminary announcement possible. 

Lexus, of course, is not the only brand tarried this long. 

Preliminary announcement of "Ronghua" trademark 16 years ago: 

Trademark No.1954146 "Ronghua Fugui":

Date of application: June 20, 2001

Date of preliminary announcement: June 27, 2017

Preliminary announcement of the "Black Color" trademark 18 years ago:

Trademark No.2021419 “Black Color”:

Date of application: January 6, 1998

Date of preliminary announcement: August 6, 2016

Preliminary announcement of the trademark "Ronghua Moon Cake" 21 years ago:

Trademark No.2021085 "Ronghua Moon Cake":

Date of application: January 26, 1999

Date of preliminary announcement: August 6, 2020

The time-consuming nature of trademark registration urges the business operators to take more measures to safeguard their rights and properties. Getting entangled in the tedious procedures of trademark objection and opposition is no laughing matter. Raising awareness of trademark protection, and building a more reliable IPR system – these are the compulsory courses that every entrepreneur of our time should get to learn.