How a Robotics Startup Outmaneuvered Elon Musk with Trademarks for 'Starship' and 'Robovan'

Starship Technologies vs. Elon Musk's Ventures

Robotics company Starship Technologies made headlines by filing trademarks for both "Starship" and "Robovan" before SpaceX and Tesla. According to records from the United States Patent and Trademark Office, these filings were made in 2015 and 2017, respectively, and were successfully registered in 2019.

The Trademark Timeline

• Starship filed its trademarks:
  • "Starship" in July 2015
  • "Robovan" in July 2017

Both applications were approved by May 2019. In contrast, SpaceX filed for the "Starship" trademark in March 2023, which remains unapproved.

The Robovan Controversy

Starship’s Robovan is designed to store and deploy autonomous delivery robots, differing from Tesla’s self-driving cargo van. A spokesperson from Starship noted that their Robovan was conceived seven years ago, emphasizing their first-mover advantage.

Trademark Challenges for Elon Musk

Elon Musk’s X, formerly known as Twitter, is currently embroiled in trademark lawsuits related to its rebranding. In October 2023, a legal marketing agency, X Social Media, sued Musk’s platform, claiming that the rebranding has confused consumers regarding the association of services.

Broader Trademark Landscape

Interestingly, Starship isn’t the only entity to file for the "Starship" trademark. Other companies, including New Belgium Brewing Company and NYC Harbor Tours, have also sought similar trademarks in various categories.

The Future of Starship

With its distinct branding and innovative approaches to autonomous delivery, Starship Technologies continues to position itself as a notable player in the robotics industry, while Musk’s ventures face their own set of legal challenges regarding trademarks.