Google Alphabet: name dispute with BMW

A few days ago, Google announced to the world a series of changes in its corporate structure and, at the same time, the launch of projects different from its usual ones.
In fact, Alphabet was presented, a brand new and “all-encompassing” entity within which the long-standing Google brand will reside, along with its usual activities.
Alphabet, therefore, will be a much larger reality that will encompass more aspects and more research and development areas, including a particular – and likely increasingly prominent – place for Google’s self-driving cars.
Just a few days after the announcement, as mentioned, and reactions were not long in coming; among them, there was a truly surprising one: that of the car manufacturer BMW.
The German company has indeed dampened any potential enthusiasm about the creation of Alphabet, announcing that its legal department is evaluating possible violations committed by Google’s top management.
The reason is soon explained: BMW is the owner of the Alphabet trademark, as it has acquired the rights to use this brand.
Google evidently did not consider implications of this kind, perhaps. However, BMW’s legal team certainly didn’t miss the news.
In a press release issued by the automotive company, it states that the implications for trademark rights are being examined.
BMW, in fact, has a subsidiary called Alphabet Fuhrparkmanagement, specializing in car sharing and automotive leasing services.

Could the very nature of the type of service potentially infringe upon BMW’s rights against Google Alphabet? Could the Mountain View giant truly pose a threat with the eventual release of remotely driven cars?
It seems that the deciding factor might be this, based on the alleged confusion that the use of the word “Alphabet” could generate among users, given that both cases pertain to the automotive sector.
However, until actual products are effectively launched on the market, it seems difficult to imagine that the mere word Alphabet could be banned from public or private use, as it is “held” by BMW.
Are we truly facing a dispute that could have repercussions for Google, or is this just a “curious” legal case? Further developments are awaited.