Wouldn’t the first sale doctrine protect that? As long as the Honda dealership isn’t abusing the Ford trademark, my understanding is it’s perfectly legal to buy

Wouldn’t the first sale doctrine protect that? As long as the Honda dealership isn’t abusing the Ford trademark, my understanding is it’s perfectly legal to buy a product, modify it (even by removing branding), and then resell it. Of course with software you don’t really buy it, you license it, so there’s a lot more worms in that can of worms. Cars were simple by comparison