I've owned companies where the franchise owners do not allow you to change names. For instance most car franchises now have to be called CarCompany.City.com or if ots a large city they use the region.
For Instance
WaterlooNissan and depending on the car company you add the .ca or the .com
Now when the company switches ownership you technically have to switch names to limit liability. In most cases the companies simply add the year with the new owner being Waterloo Nissan 2023 and the 2023 would become silent but appear on most legal documents.
So much so that most cities will not allow two businesses with the same name unless you do similar.
So even though Prestige Auto might not have a trademark the city would not allow a second unless they call themselves Prestige Auto 2023 or similar.
All that said, I predict the day will come when we see domains like...
PrestigeAuto2023.com