Tesla Trademarks Roadster Badge After Nine Years of Delays
Tesla has filed for a trademark on a bespoke Roadster badge, marking the first standalone vehicle branding for the company apart from the Cybertruck. The logo, reminiscent of a Lamborghini’s, is the most tangible sign yet that the long-promised supercar might finally be coming to fruition after nine years of delays.
A History of Promises and Delays
The Roadster was initially promised in 2017 with an anticipated delivery date of 2020. However, production never commenced that year, or in any subsequent year since then. The timeline for the car’s unveiling has continually shifted, with Elon Musk, Tesla’s CEO, offering periodic updates that have pushed the reveal further and further out.
During Tesla’s first-quarter 2026 earnings call, Musk stated that the Roadster would be unveiled "maybe in a month or so," pointing to late May or early June 2026 as the potential launch date. He described the event as "one of the most exciting product unveils ever."
The Badge Design
The trademark filing includes two distinct designs: a stylised "ROADSTER" wordmark in a triangular shield and a vehicle silhouette consisting of three flowing curved lines. This bespoke branding is reminiscent of the treatment typically reserved for supercar marques.
Tesla’s previous vehicles, including the Model S, 3, X, and Y, have used the corporate Tesla T logo. However, this new trademark application marks a departure from that convention, signalling a dedicated badge for the Roadster.
The Evolving Specifications
The Roadster’s specification sheet has undergone changes during its lengthy development period. The initial 2017 prototype boasted a claimed 620-mile range, a 1.9-second zero-to-60 time, and a starting price of $200,000. As the timeline shifted, these figures have seemingly escalated, reflecting Tesla’s evolving ambitions for the supercar.