Elon Musk’s Plan To Register Teslaquila Fails, Registers Tesla Tequila
When Tesla CEO, Elon Musk tried to name his version of Mexican alcoholic spirit, Tequila, Teslaquila, he couldn’t. This was largely due to a lack of approval. Teslaquila first appeared as an April Fools’ joke on Elon Musk’s Twitter account. However, the product was very real.
Elon was found passed out against a Tesla Model 3, surrounded by “Teslaquilla” bottles, the tracks of dried tears still visible on his cheeks.
This is not a forward-looking statement, because, obviously, what’s the point?
Happy New Month! pic.twitter.com/YcouvFz6Y1
— Elon Musk (@elonmusk) April 1, 2018
Because of tequila industry regulations, Tesla cannot name its brand Teslaquila. The reason is the word ‘tequila’ is a designation of origin. This means the rights to use the word belong only to the tequila agribusiness. This also implies that no one can register the word as their property.
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According to the entity responsible for regulating and authorizing all of the processes related to the manufacture, consumption, and trade of tequila, the Tequila Regulatory Council (CRT), Teslaquila’ is too similar to the word tequila and cannot be used in branding the product.
Martín Muñoz, the head of the certification body at the CRT, said Teslaquila may confuse consumers as to the origin of the product, plus, the Mexican industrial property law denied the trademark. Its reason is that Teslaquila evokes the word tequila, thus it will not register it as a brand.
In 2018, a legal representative tried to register Teslaquila in Mexico, however, the CRT filed its objection to the brand in February 2019. In March 2019, the Mexican Institute of Industrial Property said Musk cannot register Teslaquila because it was too similar to the designation of origin tequila.
Musk’s legal team challenged the decision in July 2019. The team’s argument was that Teslaquila was a natural variant from Tesla and the suffix “-quila”. However, in the final ruling, the Mexican Institute of Industrial Property declared it could not register the brand.
Finally, Musk now calls the product Tesla Tequila and its registration is complete both in Mexico and the United States.
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