Its also very easy to start a small company, only to find a year after growing your business, that...your new companies name is very similar to another company that is larger and has been established for a very long time. I recall Exxon (the result of several oil companies merging/being bought-out) put considerable effort into finding a name that was different than any of their subsidiary components, and was very unlikely to have any similarity to other company names, past or present.
One bright note in this fog is that ES is the largest and most active community for E-bikes, and if a product does well here, it will become immediately known to respected enthusiasts. there are some products who's companies name has become synonymous with the product. We "Xerox" a paper instead of photocopy it. I grab a "Crescent" wrench instead of an adjustable wrench. I can "Amberwolf" bike parts into something useful, or I have "Safed" a thread with graphs and charts.