On June 23, 1902 "Mercedes" was registered as a brand name, and legally protected on September 26.
In June 1903 Emil Jellinek obtained permission to call himself Jellinek-Mercedes in future. "This is probably the first time a father has borne the name of his daughter," the successful businessman remarked at the time.
In 1907 Jellinek was appointed Austro-Hungarian Consul General, becoming Mexican Consul shortly afterwards. In 1909 Jellinek withdrew from the automotive business and devoted himself to his duties as head of the Austro-Hungarian consulate in Monaco. Until his death on January 21, 1918 Emil Jellinek remained an interested observer of automotive engineering.
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