Baidu Vice President Shang Guobin recently announced a collaboration with Tesla to integrate the latest version of Baidu Maps into Tesla vehicles in China. Since Tesla relies partly on map information for Autopilot and FSD, this move may get Tesla closer to launching FSD in China.
At the event last month, Baidu presented the latest version of Baidu Maps, which includes four different versions. They include Basic, 3D leading, 3D flagship and Smart Edition for ADAS (Advanced Driver Assistance Systems). Tesla vehicles will receive the new “3D Leading” version from Baidu which features over 300 customized elements. Similar to the 3D version of Apple Maps and Google Maps, it includes 3D models for buildings, trees and information on roads and lanes. Baidu Maps is available for a variety of operating systems, including Android, iOS, and Linux.
Tesla has added a new 3D map view in update 2023.44.32 for China.
Instead of an image-based, overhead map view, these new maps show your vehicle as it moves through a 3D environment that visualizes lanes, buildings, trees and more.
Besides Tesla, BYD’s Vice President Guobin added that Baidu will also collaborate with Huawei and electric vehicle startup JiYue. Huwaei is involved in three well-known car brands in China including Avatr (with Changan and the battery giant CATL), Luxeed (with Chery) and Aito.
The addition of 3D maps being added in China could open up the door for Tesla to implement 3D maps from Apple or Google in other regions.
Apple Maps' 3D views
Not a Tesla App
Voice Assistant
Tesla recently added a voice assistant in China to replace the aging voice command system. Although the voice assistant is currently exclusive to China, Tesla is already working on voice assistant in English for other regions. Other languages are likely to follow.
FSD in China
It appears that China may be Tesla’s next FSD market. Elon Musk recently traveled to China to discuss FSD and how data would be gathered and stored. Musk also hinted at the possibility of Tesla offering FSD in China by saying, “It may be possible very soon” when he was asked about FSD arriving in China.
Baidu’s Robotaxi
Earlier this year, Baidu introduced a 24-hour operation for its Apollo Go service in select areas of Wuhan, China — becoming the first company in China to offer a 24/7 autonomous driving service.
Baidu’s journey in autonomous driving began in 2013 and, as of today, Baidu Apollo’s advanced autonomous driving systems have completed over 100 million kilometers (62 million miles) of testing and over 5,000 patents granted. In comparison, Tesla has about 1.3 billion miles driven on FSD, with 300 million miles traveled on FSD v12 alone.
Tesla Sales in China
Last year, Tesla remained the world's leading BEV brand, selling 1.8 million units while China’s BYD sold a total of 3.02 million new energy vehicles (NEV), of which 1.57 million were fully electric.
Tesla recently celebrated its 10th anniversary in China and has delivered more than 1.7 million cars since its first delivery of the Model S.
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Tesla’s plan to brand its autonomous network of taxicabs has found an interesting little snag. The US Patent and Trademark Office (USPTO) has issued a “nonfinal office action” regarding Tesla’s application to trademark the term “Robotaxi” specifically in connection with autonomous electric vehicles.
This is an initial refusal by USPTO’s examining attorney and is very particular for autonomous electric automobiles. A separate trademark application by Tesla for the term “Robotaxi” as it relates to its upcoming autonomous ride-hailing service is still under examination and has not yet received a similar rebuttal.
Understanding the Refusal
A “nonfinal office action” means the USPTO has found potential issues with the trademark application, as stated, which prevents its immediate approval and subsequent granting to Tesla. Tesla now has a three-month period to file its counterarguments and address the USPTO's concerns.
If Tesla’s response satisfies the examiner, the trademark could be granted.
While the exact content of the office action isn’t detailed in the initial report, such refusals for terms like “Robotaxi” often occur if the USPTO considers the term “merely descriptive” or “generic” for the goods in question. In this particular context, “Robotaxi” could refer to any autonomous taxi vehicle.
Trademark law generally prevents the exclusive registration of terms that competitors would need to use to describe their own similar products. For a term to be trademarked, it typically needs to be distinctive and act as a brand identifier rather than just a descriptive name of the product’s class or type.
Separate Application for Ride-Hailing
Tesla still has a distinct, separate, and still pending application to register “Robotaxi” as a trademark for “transportation services, namely, autonomous ride-hailing services.” The criteria for trademarking a service can differ from those on trademarks for goods, and it’s possible Tesla may have more success securing the name for the service itself, which would allow them to brand the network as “Tesla Robotaxi.”
Why This Matters
Securing a trademark grants exclusive rights to use a brand name in conjunction with specific goods or services. This helps prevent customer confusion and to protect the brand identity.
If the refusal for the vehicle trademark becomes final, Tesla may be limited in its ability to exclusively name a good (specific vehicle) the “Tesla Robotaxi.” Other manufacturers could also potentially use “robotaxi” descriptively for their own autonomous taxi vehicles.
The ability to trademark “Robotaxi” for the ride-hailing service is arguably more critical for Tesla, as they’re working to establish a unique brand for their autonomous transportation network, which kicks off in Austin next month.
The USPTO’s office action won’t hinder Tesla’s ability to develop or deploy its own vehicles in June - instead, it’ll just impact how Tesla can brand the app and their vehicles, which could cause some last-minute delays if they have to rebrand.
Cybercab and Robovan/Robobus Trademarks
While Tesla is facing challenges with the broader Robotaxi term for vehicles, the company is also seeking to trademark “Cybercab,” “Robovan,” and “Robobus.” Securing a less descriptive name for the vehicle itself often has a higher chance of success with USPTO, as it is far more distinctive than a more general term like “robotaxi.”
Why Didn’t Tesla Do This Years Ago?
Tesla may have waited too long to file a trademark for the term “Robotaxi.” While the company has been discussing a self-driving fleet since 2016, the concept of autonomous taxis has gained a lot more traction in recent years — and competitors like Uber have also begun using the term.
We suspect there was some strategic timing behind these filings. Earlier versions of FSD — particularly those prior to V12 — may have lacked the progress needed to support Tesla’s robotaxi ambitions. Filing for a trademark that isn’t actively in use or about to be used can make it harder to defend or retain.
Moreover, while the idea of autonomous vehicles has been around for years, a clearer public understanding of Tesla’s specific plans has only emerged over the past 18 months. Filing too early can trigger speculation long before the company is ready to reveal details.
Ultimately, whether Tesla secures the rights to “Robotaxi” remains uncertain — but trademarks like “Cybercab” and “Robovan” seem much more likely to stick.
One of Tesla’s greatest weaknesses, as it has quickly become one of the world’s most ubiquitous cars on the planet has always been service. Escalating issues to managers and sometimes even reaching a Tesla Service employee can be a total coin flip, depending on your Service Center.
Tesla is continuing its push to integrate AI across its customer support channels in an effort to improve customer service. According to Raj Jegannathan, Tesla’s VP for IT, AI Infrastructure, Apps, Infosecurity, and Vehicle Service Operations (that’s a lot), Tesla is launching a pilot program for a new AI designed to improve customer interactions with Service.
Tesla Service’s new AI Agent detects comms delays, monitors sentiment, & auto-escalates to leaders. Starts tomorrow at 10 pilot locations. In 2 weeks, type “Escalate” in ‘message center’ to reach managers. Guardrails in place to prevent abuse. We’ll keep improving!
At 10 pilot service locations, this new AI agent will begin working behind the scenes at Tesla Service, to help with customer communications. It will provide three key features:
Detect Communications Delays: The AI will actively monitor service interactions to identify potential delays in communication or progress. These are often a key pain point for customers who reach out to Tesla Service and don’t receive a response for several days, as Service has nothing new to add. The AI can now step in and let the customer know Tesla is still waiting on parts or something else.
Monitor Customer Sentiment: By monitoring the tone and content of the messages between the customer and Service agents, Tesla will be able to identify situations where a customer might be dissatisfied or facing difficulties.
Auto-Escalate: If either a communications delay or negative sentiment is detected, the AI can automatically escalate issues to human managers for review. This helps to address problems before customers need to seek escalation themselves or become upset about an issue.
Customer Escalation Requests
Alongside the new AI tool, Tesla is also introducing a more direct way for customers to get higher-level attention. According to Tesla, within the next two weeks, customers can simply type “Escalate” in order to have their issue routed directly to management.
Raj’s team is currently working on implementing guardrails to prevent abuse, but this will soon make its way to improving Tesla’s service offerings. We’re glad to see Tesla taking steps to identify and correct deficiencies in the process - it has always been a sore tooth for Tesla in the last few years.
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