> You don't just register "007" and you own all use of those three numbers in that sequence
Except if you're Peugeot. Them claiming vehicle model numbers of the form [1-9]0(0)[1-9] could only be used for their ones is why the Porsche 911 wasn't the Porsche 901.
You're talking about the vehicle model category and how it applies to a vehicle model of a different company. There is nothing "except Peugeot" here, in fact Peugeot is doing exactly what the GP said.
Porsche wanted to number it a 901, but Peugeot complained saying they had exclusive rights of ownership to numbers of a certain form. This was upheld, so Porsche has 911, 927, 959, etc., anything they like so long as there isn't a 0 in the middle. That's trademarking *numbers* which is even more idiotic than the repeated claiming ownership of the name of anything starting with "easy". The category of product is immaterial to the point.
Yet they decided not to care when Saab brought out the 9001. Perhaps that family car isn't as easily confused with a Peugeot family car like a Porsche sports car would be/s. Or maybe they just didn't like Germans at the time and neither did the ruling body.