Tesla Enters Beijing Under "Tuosule" Name Amid Trademark Dispute
Tesla has adopted the "Tuosule" brand for its Beijing operations after being unable to secure the Tesla trademark in China, with a major showroom set to open soon.
Tesla has started operations in Beijing under the name "Tuosule" after being unable to secure the rights to its own brand in mainland China. The American electric vehicle manufacturer was denied registration of the "Tesla" trademark in 2009 because Zhan Baosheng, a local individual, had already registered it in 2006.
To navigate the trademark issue, Tesla established "Tuosule" as its operating name in China. The transliteration comes from the Hong Kong branch, which predates the mainland operation and uses a phonetic rendering of "Tesla" in Cantonese. Both the Hong Kong and mainland entities report directly to Tesla headquarters in the United States, but operate as sister companies rather than a single unified branch.
Showroom at Parkview Green Beijing to Open
Tesla is finalising its first major showroom in Beijing, located at Parkview Green. The new facility is reported to be nearly twice the size of a typical Tesla showroom in the United States, making it the largest in the company's global retail network. Interior fit-out and equipment installation were expected to be completed within two weeks of the initial announcement.
Initially, the showroom will be able to receive orders from interested buyers, but will not immediately deliver vehicles to customers. The sales company associated with "Tuosule" was still undergoing examination and approval by Chinese authorities at the time of the report. This means Tesla's direct sales model faces extra hurdles in the Chinese market, where regulatory processes and local trademark issues can delay full-scale operations.
Why "Tuosule" and What It Means for Tesla in China
The adoption of "Tuosule" is a pragmatic response to the trademark impasse. Rather than waiting for a legal resolution or risking further delays, Tesla opted to use a name that preserves brand recognition through phonetic similarity. The company’s experience mirrors that of other Western manufacturers who have encountered trademark squatters or registration obstacles when entering the Chinese market.
For buyers in Beijing and across China, the "Tuosule" name will be attached to Tesla’s electric vehicles and retail experience until the trademark dispute is resolved or the company negotiates rights to use the original name. The situation highlights the complexities faced by international carmakers navigating local legal frameworks in China’s rapidly growing electric vehicle market.
Direct reporting lines and future prospects
Both the Hong Kong and mainland China operations report directly to Tesla’s US headquarters, maintaining close alignment with the company’s global strategy. While the two branches are considered sister companies, the mainland operation’s use of "Tuosule" is a temporary measure pending further developments in the trademark dispute.
Tesla’s entry into Beijing with the "Tuosule" name underlines the importance of flexibility when entering new markets, especially in China where local regulations and intellectual property issues can prove challenging for foreign brands. The opening of the Parkview Green showroom marks a key step in Tesla’s ambitions to expand its presence in China’s capital, despite the branding setback.
