Tesla has encountered a significant obstacle in its branding push for autonomous ride-hailing: the U.S. Patent and Trademark Office (USPTO) has refused the company’s attempt to trademark the term “Robotaxi,” citing its generic nature. The move underscores the challenge of securing exclusive rights to widely used industry terms, even for high-profile companies like Tesla.
USPTO Cites Generic Use in Trademark Rejection
According to a recent filing reported by TechCrunch, the USPTO issued a “nonfinal office action” on Tesla’s Robotaxi trademark application on May 6. This type of action means the application is not yet fully rejected but will be abandoned if Tesla does not respond with additional arguments or evidence within three months.
The USPTO’s rationale is clear: “Robotaxi” has become a generic term in the autonomous vehicle sector, used broadly to describe self-driving cars that operate as ride-hailing vehicles. Because of this widespread usage, granting Tesla exclusive rights would prevent other companies from using a commonly understood description for their own similar services or vehicles.
Other Trademark Applications Also in Question
Tesla’s attempt to trademark “Robotaxi” for its vehicles comes as the company gears up to launch its first paid autonomous ride-hailing service in Austin, Texas, targeted for June. At the same time, a separate application to trademark “Robotaxi” specifically for the ride-hailing platform itself remains under review by the USPTO.
Meanwhile, Tesla’s trademark efforts for the term “Cybercab” have stalled as well, as other companies have filed for similar “Cyber” themed names. These disputes further highlight how crowded and competitive the landscape has become as the race for autonomous mobility intensifies.
Business Implications and Ongoing Uncertainty
The trademark setback comes at a moment of heightened focus for Tesla. In April, the company warned investors that it may need to reassess its growth forecast within three months, citing uncertainties related to global trade policy and shifting political sentiment that could affect near-term demand for its products. Tesla has not publicly commented on the trademark development.
The outcome of the USPTO process will affect how Tesla brands its upcoming autonomous ride-hailing network. While “Robotaxi” may remain a useful shorthand for the technology and service, its status as a generic term will likely mean Tesla can’t stop competitors from using it as well.
What’s Next for Tesla’s Branding Strategy?
For now, Tesla has three months to respond to the USPTO’s initial refusal if it wishes to keep the application alive. The company must make the case that “Robotaxi” is uniquely associated with its business or services, despite evidence to the contrary across the industry.
As the launch of Tesla’s autonomous ride-hailing in Austin draws closer, the company’s next moves on branding and legal strategy will set the tone for competition in the rapidly evolving world of self-driving mobility.
