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Tesla’s marketing strategies in China could address the negative narrative in the US
Over the course of the massive roller coaster ride that was Tesla’s first and second quarters this year, it has become particularly evident that the electric car maker is dealing with a lot of misinformation. After the first quarter’s lower-than-expected results, for example, Tesla faced multiple narratives suggesting that the demand for the company’s vehicles was fast declining, and that its growth story was dead. It was not until Tesla revealed its higher-than-expected delivery and production numbers in the second quarter that the narrative surrounding the company shifted a little bit for the better.
Being one of the most shorted companies in the market, Tesla is no stranger to misinformation campaigns. The company’s vehicles consistently rank high with safety agencies, yet the idea that the Model 3, S, and X are dangerous and catch fire all the time continues to persist. Tesla’s quarterly safety reports have consistently shown that fewer accidents happen when Autopilot is activated, but the driver-assist system is perceived as dangerous by a notable demographic of would-be car buyers nonetheless — and these are but the tip of the iceberg.
One of the most striking portions of Tesla’s 2019 Annual Shareholder Meeting last month involved a number of retail investors brainstorming solutions to address the alarming amount of misinformation surrounding the company. Responding to the concerned shareholders, Elon Musk admitted that he is at a little bit of a loss when it comes to battling the negativity surrounding Tesla, though he expressed his dislike for advertising campaigns that are deceptive to consumers. Nevertheless, considering that the Tesla Model 3 is now breaking into a market that is larger than it has ever dealt with before, it would be wise for the electric car maker to find a solid, subtle strategy that allows it to reach a wider audience, while shifting the narrative to a more positive direction in the process.
What is pretty remarkable is that Tesla does not need to look far to find a marketing strategy that works without being deceptive. Over in China, there is a company that has shown a notable degree of cleverness with its marketing efforts, utilizing creative campaigns that help improve the perception of the public to its brand. That company is Tesla.
Tesla has been around in China since 2014, when it started delivering the Model S to the region. For the most part, Tesla has competed much like a niche carmaker in the country, with the Model S and Model X being high-priced premium vehicles that are, in some way, considered as status symbols for the wealthy. This is changing with the arrival of the Model 3, as the electric sedan’s lower price opens up the Tesla ecosystem to a far broader demographic. The buildout of Gigafactory 3 in Shanghai, which will be producing locally-made Model 3 and Model Y, will make Tesla’s vehicles even more accessible to the mainstream market in the near future.
With Model 3 deliveries already underway and with Gigafactory 3’s buildout progressing faster than expected, it is pertinent for Tesla to ensure that the company is well marketed for Chinese consumers. This is where things get particularly interesting, since Tesla has been conducting a subtle, clever, and likely effective marketing campaign for the Chinese market as of late. Immediately noticeable is the care that the company has taken to respect the country’s culture and traditions, as shown in the tastefully-designed cards Tesla sent out during last month’s Dragon Boat Festival, and the reviewers that the electric car maker released for high school students in the days leading up to the national college examination. These were simple gestures, but they showed that Tesla is a company that is respectful and grounded.
Other marketing campaigns that have raised Tesla’s visibility in the Chinese market have been equally tasteful. Just recently, Tesla and QQ Music, a popular music streaming service in the country, held a series of “Music Parties” in key cities. These were hip events that were aimed at the younger demographic, many of whom are or will be looking to buy their first vehicle in the near future. The company has also launched a Tesla Performance Driving School, which involves the company hiring professional drivers to teach Model 3 owners how to get the most fun out of their vehicles. This program promotes the capabilities of the Model 3 Performance, while giving the impression that Tesla is a responsible company that encourages high-speed driving in safe, regulated environments.
Also notable were Tesla-organized road trips, which are extended journeys over scenic routes that are aimed at promoting the company’s vehicles and the convenience of the Supercharger Network. Online, Tesla’s active marketing strategies in China are quite impressive as well, as evidenced by the spread of tutorials featuring its vehicles and their features. These pages, one which could be accessed here, feature clear guidelines about Autopilot’s proper utilization, its features, its limitations, and the responsibilities of the driver while the system is in use.
When it comes to battling misinformation, the best strategy is always to provide the right information. To shift a subjectively negative narrative, it is best to foster an objectively positive narrative. Contrary to Elon Musk’s statements during the Annual Shareholder Meeting, it appears that Tesla already has a pretty good strategy that has the potential to address, at least to some degree, the misconceptions and misinformation surrounding the company in the United States. Granted, Tesla currently enjoys widespread support from the Chinese government, and the United States is a far more challenging market than China, but considering what’s at stake, these marketing efforts might very well be worth a try.
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Tesla China rolls out Model Y L V2L adapter, and it’s free for early owners
Tesla China announced the rollout of the Model Y L’s AC external power adapter on social media platforms such as Weibo.
Tesla China has released a useful new accessory for the Model Y L, and it is free for some owners. With the accessory, the Model Y L effectively becomes a giant power bank that owners can use to power appliances when they are camping, or if their homes are hit by a power outage.
Tesla Model Y L V2L adapter
Tesla China announced the rollout of the Model Y L’s AC external power adapter on social media platforms such as Weibo. As per the product’s advertisement, the Model Y L could provide up to 2,200W of power with its adapter, allowing it to support numerous appliances on the go. Of course, but could also be used to charge devices during power outages.
Tesla China notes that the adapter’s current is 220V, and it also features an IP44 protection grade. Tesla notes that the adapter could operate at temperatures between -30℃ ~ +50℃. The Model Y L’s V2L functionality would not work if the vehicle’s battery is less than 10%, however.
Tesla China’s official shop is selling its AC external power adapter for a reasonable price. The product could be purchased for RMB599, which is equivalent to $85. That’s a great price for an accessory that could make car camping sessions several times more convenient.
Free for early Model Y L owners
While the Model Y L’s AC external power adapter is priced reasonably at the Tesla China shop, the accessory is available for free for early owners of the extended wheelbase six-seat all-electric crossover. This was highlighted in a message that Tesla China reportedly sent to owners of the vehicle.
“Your Tesla account is eligible for a free Model Y L dedicated AC external power adapter. Please log in to the online store to add the adapter to your cart. Once the system verifies it correctly, the price will automatically change to 0 yuan before placing the order. We will send it to you via express delivery subsequently.
“This free qualification is only for the first owner of the Model YL who did not receive an AC external power adapter at pickup, valid until February 28, 2026. Failure to place an order upon expiration will be considered as a waiver of eligibility. If there is a temporary shortage of goods, please be patient and we will reschedule the replenishment by the end of January 2026,” Tesla China wrote.
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Tesla Cybertruck and Model 3 program manager steps down
The now-former executive played a central role in several of Tesla’s key milestones.
Siddhant Awasthi, Tesla’s Program Manager for the Cybertruck and Model 3, has announced his departure after eight years with the company. Starting as an intern, Awasthi played a central role in several of Tesla’s key milestones, from the ramp-up of the Model 3 and Giga Shanghai to the launch of the long-awaited Cybertruck.
From intern to program leader
In a social media post, Awasthi described leaving Tesla as “one of the hardest decisions” of his life. He credited CEO Elon Musk, Tesla’s leadership team, and his colleagues for helping turn ambitious ideas into tangible vehicles. During his tenure, Awasthi contributed to Tesla’s global expansion and the evolution of its vehicle electronics and wireless systems, culminating in the Cybertruck’s long-anticipated rollout in late 2023.
He noted the intensity and innovation of his Tesla years, calling the experience “a thrilling journey” that shaped his career before the age of 30. “It’s been an absolute privilege,” he wrote, adding that working with “rockstar colleagues” made even the most demanding days worthwhile.
Tesla’s leadership transitions
Awasthi’s departure comes as Tesla continues to scale global operations and prepare for major product updates, including next-gen vehicle platforms and software-driven improvements. Despite stepping away, Awasthi voiced confidence in Tesla’s future. “I’m confident Tesla will nail its next big mission,” he said, highlighting his belief in the company’s capacity to deliver breakthrough products and improve safety for drivers worldwide.
“This decision wasn’t easy, especially with so much exciting growth on the horizon. Tesla vehicles are incredibly complex systems that often don’t get the credit they deserve, but I’ve witnessed firsthand how they’ve changed lives—for our customers, my friends, and my family—adding real value and, above all, improving safety. I’m confident Tesla will nail its next big mission (especially after last week), and I’m truly excited for the next chapter of my life,” the former Tesla executive wrote.
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Tesla is launching a crazy new Rental program with cheap daily rates
This week, Tesla launched its in-house Rental program that will give people a vehicle for between three to seven days, with prices varying and starting at just $60 per day.
Tesla is launching a crazy new Rental program with cheap daily rates, giving people the opportunity to borrow a vehicle in the company’s lineup with an outrageous number of perks.
This week, Tesla launched its in-house Rental program that will give people a vehicle for between three to seven days, with prices varying and starting at just $60 per day.
However, there are additional perks that make it a really great deal, including Free Supercharging and Free Full Self-Driving (Supervised) for the duration of the rental.
There are no limits on mileage or charging, although the terms do not allow you to leave the state you are renting.
Tesla wrote in an email advertising the program:
“Rent a Tesla and see how it makes every errand, commute, and road trip more fun. While it’s yours, try Full Self-Driving (Supervised) and control and monitor your vehicle with the Tesla app.
Schedule your rental for three to seven days starting at $60 per day (plus taxes and fees) and charge for free at any Tesla-owned Supercharger.
Order your own Tesla within seven days of your rental to get up to a $250 credit toward your purchase.”
This is a great opportunity that will convince MANY people to make the jump.
All your concerns about switching are answered within two days. It’s easier than owning a gas car ever has been. https://t.co/QayTf6YVbw pic.twitter.com/TCHqfTRpes
— TESLARATI (@Teslarati) November 8, 2025
Tesla has long adopted the mentality that butts in seats will sell cars, and for the most part, it is a great strategy. Driving a Tesla is different from owning and driving a combustion engine vehicle; it truly feels as if you are in a car from the past when you get back in an ICE car.
This strategy could be looked at as more of a way for people to experience Tesla ownership than anything.
Although some might use it as a typical rental program that will see it be a cool way to drive without putting miles on a personal car, most will use it as the 48-hour test drive was designed for, which is a short-term way to experience EV ownership.
Tesla is only offering this program at a handful of locations currently, including San Diego and Costa Mesa, California.
Tesla China rolls out Model Y L V2L adapter, and it’s free for early owners
Tesla Cybertruck and Model 3 program manager steps down
Tesla is launching a crazy new Rental program with cheap daily rates
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