Progressive Insurance has filed suit against a Maryland towing company, accusing it of copying its iconic blue branding and sparking a high-stakes trademark battle.
Progressive Casualty Insurance Company, an Ohio corporation and a major player in the US property and casualty insurance market, has initiated legal action in the United States District Court for the District of Maryland, Southern Division, against Progressive Towing & Hauling, LLC, a Maryland limited liability company. The complaint alleges that the towing company adopted a logo using the term “PROGRESSIVE” in the same stylized, italic font and blue color as Progressive’s federally registered marks, and displayed it on its tow trucks and in connection with its towing and hauling services.
Progressive, which has operated under the PROGRESSIVE name since 1937, maintains over 277 offices nationwide and offers auto insurance in all 50 states and the District of Columbia. The company’s complaint details its extensive trademark portfolio, including US TM Reg. No. 1971522 for its stylized mark and US Reg. No. 3491370 for the blue stylized PROGRESSIVE as applied to a vehicle. Progressive reports $4.0 billion in advertising costs for 2024 and claims its marks are widely recognized and of inestimable value, with over 40,000 independent insurance agencies selling its insurance nationwide.
The insurer asserts that Progressive Towing & Hauling’s use of a similar logo - matching the stylized font and blue color - on its trucks and marketing materials is unauthorized and likely to cause confusion, mistake, and deception among the public, falsely suggesting an association or sponsorship by Progressive. The complaint states that the defendant’s services, including towing, winching, jump-starts, fuel delivery, vehicle lockout, and flat tire changes, are similar to those offered through Progressive’s 24/7 Roadside Assistance program, which is an extra coverage available to Progressive policyholders.
Progressive alleges that it became aware of the Maryland company’s conduct in or around March 2025. After sending cease and desist letters in May and September 2025, the insurer claims the towing company continued to use the disputed branding. The complaint accuses Progressive Towing & Hauling of willful infringement, unfair competition, trademark dilution, and deceptive trade practices, under both federal law and Maryland law.
Progressive claims that its marks have been continuously used and promoted for more than eighty-eight years, and that its advertising campaigns and sponsorships have helped make the PROGRESSIVE brand a household name. The company cites its partnerships with sports organizations, its charitable programs, and its national recognition for workplace culture as contributing to the goodwill associated with its marks.
In its filing, Progressive seeks a preliminary and permanent injunction to stop the defendant’s use of the PROGRESSIVE marks, damages including the cost of corrective advertising, an accounting of profits, treble damages, and attorneys’ fees and costs. The insurer alleges that the defendant’s actions have caused irreparable harm to its business, reputation, and goodwill, and that only a court order can prevent further damage.
No insurance policy clauses or exclusions are discussed in the complaint; the dispute is focused on trademark and business identity, not insurance coverage.
As of now, the case is at the complaint stage, and no final decision has been issued by the court.
