TESLA renamed as "Tuosule" in China, setting up showroom in Beijing

Although the brand “TESLA” has been registered earlier by others, all businesses on TESLA’s entering China are still ongoing as originally planned. The journalist was exclusively informed that “Tuosule Auto Sales Co. Ltd.” had been successfully registered and the decoration of TESLA showroom which was located at Parkview Green Beijing had been almost completed. The globally biggest TESLA showroom will be soon open for business and may only receive orders at first while not being able to sell cars to customers for the time being.

On Sep.6, 2006, one man, named Zhan Baosheng, applied for the registration of the trade mark “TESLA” and the registration was successfully passed on June 28, 2006. While TESLA applied for the registration of the trade mark “TESLA” on Oct.29, 2009, the registration has been turned down and is still under review.

Though the trade mark “TESLA” was registered by others earlier, sources said, “the name of TESLA in China has been named as “Tuosule” which is a wholesales company and the sales company is also under examination and approval.”

Sources revealed that the name of “Tuosule” is born of the transliteration of Tesla by Hongkongnese. Tesla Hongkong was established earlier than the Mainland branch, so the transliteration “Tuosule” was adopted. At present, both Hongkong and Mainland branches directly report to Tesla headquarters and the two branches are in sister relation.

Since Tesla adopts the direct business model, it dosen’t authorize dealership. According to the Administration of Automobile Brand Sales Implementing Procedures of China, auto dealers can’t take up sales business unless they acquire the authorization of the vendor and the record and approval of Trade and Industry Bureau.

Hence, Tesla still needs to establish “Tesla Sales Company”. Presently, the sales company is still under approval. Sources revealed, “Even without industrial and commercial registration, Tesla showroom can still be open for customers to take a visit”.

It is informed that the TESLA showroom, located at Parkview Green Beijing, is nearly twice larger than the American showroom and is also the globally biggest TESLA showroom. It is estimated to finish the whole decoration in two weeks after the completion of equipment installation.

It is revealed that TESLA may put the showroom into operation before the set-up of the sales company. Sources said, “TESLA showroom can receive orders at first but it won’t sell cars to customers for the time being”

Although all operations are undergoing, the earlier registration of the trade mark by others still slowed down TESLA’s development in China. As a public company, TESLA refused to disclose the related registration things.

Musk paid great attention to China market as usual. He said, “TESLA China pricing won’t be unreasonably high because of numbers of Chinese riches but will be the same with America and Europe. Besides, considering the specific requirements of China market, there will be some specific designs on the back row.”