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Noncommutative (NC) space-time leads to some strong constraints on thepossible choices of gauge groups and allowed representations of matter andgauge fields. The standard model based on $U(3)\times U(2)\times U(1)$ can betranscribed to NC space-time consistently with these constraints \cite{nNCSM}.In fact, through two new symmetry reduction mechanisms, this gauge group isreduced to the usual standard model one. In this paper, we show that, on thecontrary to the usual standard model, the Goldestone boson equivalence theoremis violated due to the incompatibility of the new symmetry reduction mechanismswith the electroweak Higgs mechanism.

On the Higgs mechanism in $U(1)\times U(2)\times U(3)$ gauge group as a base for noncommutative standard model