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Tesla filed a trademark for a new Roadster logo ahead of the EV's long-awaited reveal

🚗 Tesla filed a trademark application on April 28 for a new Roadster logo featuring a triangle-shaped figure with bent corners and four vertical lines at the bottom.

🎨 The design is described by Tesla as depicting speed, propulsion, heat, or wind, though the filing covers electric vehicles, home charging equipment, services, and apparel including hats and footwear.

✍️ This marks at least the third Roadster-related trademark application filed by the automaker this year, following submissions in February for a stylized font logo and a vehicle silhouette made of three lines.

🏛️ None of these three trademark applications have received official approval from the US Patent and Trademark Office as of yet according to public files.

🚀 The Roadster nameplate remains a historic part of Tesla's identity, having launched the company in 2008 as an electric version of the Lotus Elise before sales stopped in 2012.

🗣️ CEO Elon Musk first announced the second-generation Roadster in 2017 with promises of record-setting acceleration and range, including a potential SpaceX-inspired hover version.

💰 Reservations for the next-generation Roadster began accepting deposits ranging from $50,000 to $250,000 starting in November 2017.

📉 Despite early interest, the vehicle has repeatedly missed its production targets since the initial announcement.

🛠️ Development on the coming Roadster was ramped up last summer according to previous reporting by Business Insider.

🗓️ During the April 22 earnings call, Musk suggested he may be able to debut the new Roadster in "a month or so" from the time of that statement.

🎤 Elon Musk described the upcoming reveal as one of the "most exciting product unveils ever" during the April 22 earnings call.

💰 Musk noted on the same call that he did not expect the Roadster to move the revenue needle massively despite its high-performance positioning.

😶 Tesla has not provided an immediate comment regarding the new trademark filings or production timeline upon request by Business Insider.

Bullish Signals
  • On April 28, Tesla filed a new trademark application for its long-awaited second-generation Roadster logo, signaling continued development momentum.
  • The automaker has filed at least three trademark applications for the Roadster this year, indicating sustained brand interest and strategic positioning beyond just the sports car itself.
  • Tesla is exploring expanding the Roadster brand into apparel and other categories, which could open new revenue streams associated with the high-performance EV halo.
  • Reservations and deposits have been collected since November 2017, with amounts ranging from $50,000 to $250,000, demonstrating strong pre-launch consumer demand for the vehicle.
  • CEO Elon Musk described the upcoming launch as one of the most exciting product unveils ever during the April 22 earnings call, highlighting the event's significance.
  • Musk has previously mentioned the potential for a SpaceX-inspired version capable of hovering, suggesting ambitious and innovative technical capabilities for the next generation.
Risk Factors
  • The high-priced second-generation Roadster has repeatedly missed production targets since Elon Musk first announced it in 2017.
  • CEO Elon Musk cautioned that the upcoming vehicle may not 'move the needle massively from a revenue standpoint,' suggesting limited financial impact despite the excitement.
  • Reservations for the car range from $50,000 to $250,000, raising concerns about accessibility and potential slow sales volume compared to mass-market models.
Full Analysis
Tesla has filed a trademark application for a new logo for its long-awaited second-generation Roadster sports car, signaling renewed progress on the vehicle's launch. The filing, made public on April 28, describes a "triangle-shaped figure with bent corners" featuring four vertical lines at the bottom, designed to convey speed and propulsion according to investor Sawyer Merritt who first spotted the application. This marks at least the third Roadster-related trademark Tesla has submitted this year, following previous filings in February for a stylized font logo and a vehicle silhouette. The scope of the trademark covers electric vehicles, home charging equipment, vehicle services, and apparel, suggesting Tesla may expand the Roadster brand beyond the high-performance sports car itself into consumer merchandise. Although the applications have not yet received official approval from the US Patent and Trademark Office, these filings indicate active branding work in preparation for the product reveal. The Roadster represents a significant part of Tesla's history as its first vehicle before the Model S era, with CEO Elon Musk originally announcing a second-generation version in 2017 featuring record-setting acceleration figures and even a potential SpaceX-inspired hovering variant. Reservations for the original Roadster began in late 2017 with deposits ranging from $50,000 to $250,000, but production has faced repeated delays despite Musk's expectation of a debut potentially within a month during an April earnings call. The company previously stated that the launch may not "move the needle massively from a revenue standpoint," yet continued development ramp-up suggests Tesla remains committed to fulfilling its original vision for the halo EV even as production timelines shift.