The name Mercedes was registered on 23 June 1902 and trademarked on 26 September.
From June 1903, Emil Jellinek obtained permission to call himself "Jellinek-Mercedes". "It's probably the first time that a father has taken the name of his daughter," commented the successful businessman at the time.
In 1907, Jellinek was appointed Austro-Hungarian Consul General and shortly afterwards Mexican Consul. He retired from the motor vehicle business in 1909 to devote his energies entirely to his duties as head of the Austro-Hungarian Consulate in Monaco. He remained an interested observer of automotive engineering developments until his death on 21 January 1918.