Tesla entry into China derailed by trademark claims

Article by Anita Panait, on August 27, 2013

Plans by Tesla Motors Inc. to penetrate into China, considered as the largest vehicle market in the world, has derailed after a businessman in the country claimed trademark rights to the name, people privy to the carmaker have told Reuters.  Tesla has originally intended to open a flagship showroom in Beijing at the start of the year, but has had to suspend the plan due in part to the trademark issue in the country.

The country already has its first shop-front in China, located at the Parkview Green Fangcaodi mall in Beijing. The shop still bears no Tesla sign, but is already donning billboards of the premium Model S, the $70,000 electric car.

Likewise, Tesla has yet to complete product registration with Chinese authorities allowing the sale of the Model S. One of the sources told Reuters that Tesla was almost done with the registration process.

Atsuko Doi, a Tokyo-based Tesla spokeswoman, disclosed that the US carmaker had this commenced taking "reservations" for the battery-powered Model S in China this week. Tesla opened its first Asian showroom in Tokyo, Japan in 2010.

Doi told Reuters in an e-mail that Tesla is planning to open a Beijing store this year. Zhan Baosheng, a businessman in Guangdong, China, is claiming that he owns the "Tesla" trademark in China.

The Model S from Tesla is the first sedan to be fully powered by electricity. With an excellent mix of efficiency, safety, and performance, this model has definitely changed what people come to expect from a 21st century car.

Indeed, it represents an evolution when it comes to automotive engineering. The Model S not only has the longest range there is for an electric vehicle, it has also been awarded with the highest of safety ratings possible. Further, the software updates that are available over-the-air ensure that this model is always made better.

By making use of the brand’s very own platform, this made it possible to place the battery of the Model S on the floor. This results in having a low center of gravity, which means that it lowers the risk of a rollover.

At the same time, this placement of the battery helps improve the handling and performance. In addition, since there is no engine, it means that when compared to the other performance sedans on the market, the Model has a larger crumple zone that can absorb the energy generated in the event of an impact on the front end. Having an electric drivetrain positioned under the car, as mentioned earlier, allows for a center of gravity that is lower and thus minimizes the chances of a rollover from happening.

It is no wonder then that Tesla can confidently claim that the Model S is one of the road’s safest cars. This is not an empty boast as the Model S has achieved a 5-star safety rating from the NHTSA and even the Euro NCAP. Further, the Model S has been tested in the U.S. and the result was that this model has set a record as it relates to having the lowest likelihood of occupants experiencing injury.

Inside the Model S are a number of active safety features fitted as standard like lane departure warning, blind spot detection, collision warning, and automatic emergency braking. It is not only about safety as Tesla is also offering convenience features as an option. These include summon, autopark, autosteer, and traffic-aware cruise control, among others.

Topics: tesla, china, trademark

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