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Tesla’s marketing strategies in China could address the negative narrative in the US

(Photo: Tesla)

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6 years ago

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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.

(Photo: Tesla)

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.

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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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Simon is an experienced automotive reporter with a passion for electric cars and clean energy. Fascinated by the world envisioned by Elon Musk, he hopes to make it to Mars (at least as a tourist) someday. For stories or tips--or even to just say a simple hello--send a message to his email, simon@teslarati.com or his handle on X, @ResidentSponge.

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Tesla Robotaxi vs. New York Taxi: Why the Yellow Cab has a lot to lose

Tesla Robotaxi could spell the beginning of the end of the New York City yellow cab.

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3 hours ago

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August 13, 2025

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Tesla appears to be on its way into the Big Apple, and a traditional Yellow Cab in New York City might be a thing of the past in the near future.

As Tesla continues to put an immense focus on the rollout of its Robotaxi platform, it is evident that driverless ride-hailing modes of transportation could truly be the way that many choose to get around. This is especially prevalent in cities like New York, where many people do not own cars. Instead, they choose to walk to hail a cab.

Tesla Robotaxi is headed to New York City, but one thing is in its way

But the limited number of medallions available for taxi drivers in New York City, as well as several other points of emphasis, seem to show the future is here and yellow cabs might soon be a thing of the past.

Instead of working tirelessly to pay off the debt from medallions, entrepreneurs could soon just buy a Tesla and have it work autonomously in New York City. Tesla executives have mentioned figures as high as $50,000 per year in terms of passive income from Robotaxi operation.

That is just the tip of the iceberg, and Robotaxi presents not only one but at least five distinct advantages over the traditional cab platform. With Tesla starting to seek employees to operate Robotaxi rides in New York, according to recent job postings, New York City cabs should prepare for the disruption Tesla could potentially cause.

Lower Operational Costs and Cheaper Fares

Uber and Lyft have already undercut the costs of New York City taxis, but Robotaxi is starting to undercut even those ride-sharing programs in Austin, Texas.

In terms of how much cheaper Robotaxi will be than cabs, it is an exponential measurement over time. Robotaxi will not require salaries, benefits, or tips, and the cost of Robotaxi could end up being just a fraction of what the same ride would cost in a cab.

This feeds right back into medallion expenses and union wages: even buying a Tesla in the next few years that has the capability to operate as a Robotaxi will be a fraction of what medallions cost, which is sometimes $200,000.

Availability and Scalability

Cabs are available at all hours of the day, but at certain times, they are less available.

Robotaxis can technically operate without breaks, other than charging. Tesla has an immense focus on scaling its Robotaxi platform anyway, and once it is available for the public to use in their personal cars, Model Ys and Cybercabs could be roaming the streets of the five boroughs with more reliability and lower wait times than traditional cabs could ever offer.

This is an issue that is even more relevant in smaller cities or less congested portions of New York.

Safer and More Efficient Rides

Tesla’s Full Self-Driving technology has reported recent safety figures that are ten times less likely to be involved in an accident than a human. Tesla releases a Safety Report for each quarter that proves its safety against human drivers.

As Full Self-Driving continues to advance, it will get better. Riders who want a stable and safe ride could seek Robotaxi instead of going with a human driver. This is something that we’ll likely see more of in the future as sentiment on autonomous driving grows.

Trust in autonomous vehicles has increased substantially over the past ten years. In 2015, surveys showed that trust in autonomous vehicles was low, with only 23 percent of Americans showing that they’d ride in a driverless car.

In 2021, another study performed that asked the same question showed 57 percent of adults would try an autonomous car for their travel.

Seamless App Integration and User Experience

Taxis are not always the most entertaining to ride in, and sometimes they are even more difficult to get a ride in. Robotaxi has already shown to be an incredibly user-friendly experience, with riders being able to choose what temperature the cabin is and what music they want to listen to in the cabin.

The addition of a rear screen also allows riders to choose from a selection of games or YouTube videos in the car.

Hailing a vehicle was basically resolved with the use of Uber and Lyft. Robotaxi is just as good, if not better, from an app standpoint, especially as the in-car climate is able to be adjusted from the Robotaxi app.

Music from one Robotaxi will continue to play in your next one, too. It’s a small luxury, but it’s a feature that is an improvement over a traditional taxi.

The Push for Sustainability by New York City

New York is pushing for a city-owned fleet of all-electric vehicles by 2027.

Its green initiatives, including the Green Rides Initiative, have pushed the city’s rideshare trips to be conducted by either zero-emission or wheelchair accessible vehicles by 2030.

Tesla Model 3 taxis drive NY’s resolution for more all-electric yellow cabs

The focus by consumers to use green or zero-emission vehicles could also steer right into the direction of Tesla Robotaxi, as none of the vehicles in the Robotaxi fleet will be anything but all-electric Teslas.

Carbon neutrality is a goal of the City and its residents. Moving forward, we could see these programs start to put immense pressure on the yellow cab, which could eventually be a thing of the past.

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Tesla plans to use Unreal Engine for driver visualization with crazy upgrade

This could change the way Driver Visualization looks for Tesla owners.

Published

5 hours ago

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August 13, 2025

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Credit: Tesla Newswire | X

Tesla looks to be planning a major upgrade to its driver visualization for Autopilot with a crazy upgrade from its current version.

Tesla’s driver visualization appears on the center screen and shows the vehicle, its surroundings, and, when it is operating on Autopilot or Full Self-Driving, shows the route of travel.

It has improved over the years, and even includes things like pedestrians, pets, and the shapes of other vehicles. It also helps with manual driving because it can be a good representation of your surroundings when trying to change lanes or merge in traffic.

However, it appears Tesla is planning a pretty substantial upgrade with the

Coding found in the 2025.20 firmware by Tesla hacker greentheonly showed the company is planning to utilize Unreal Engine for Autopilot visualization. He said the one Tesla currently uses is “godot-based.”

Unreal Engine is a 3D computer graphics game engine that was developed by Epic Games, the developer of the popular third-party shooter game Fortnite. It was first released back in 1998, and the most recent version is Unreal Engine 5. The sixth version is in development, and it could be out in 2027 or 2028.

However, Tesla could use it for a more realistic representation of vehicle surroundings. It would undoubtedly improve driver visualization, creating a smoother and freer-flowing depiction of what is outside of the car.

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SpaceX is rolling out a new feature to Starlink that could be a lifesaver

Starlink now has a new Standby Mode that will enable low-speed internet access in the event of an outage.

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6 hours ago

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August 13, 2025

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(Credit: Starlink | X)

SpaceX is rolling out a new feature to Starlink that could be a lifesaver in some instances, but more of a luxury for others.

Starlink is the satellite internet service that Elon Musk’s company SpaceX launched several years ago. It has been adopted by many people at their homes, many airlines on their planes, and many maritime companies on their ships.

SpaceX produces its 10 millionth Starlink kit

It has been a great way for customers to relieve themselves of the contracts and hidden fees of traditional internet service providers.

Now, Starlink is rolling out a new service feature on its units called “Standby Mode,” which is part of Pause Mode. The company notified customers of the change in an email:

“We’re reaching out to you to let you know the Pause feature on your plan has been updated. Pause now includes Standby Mode, which comes with unlimited low-speed data for $5.00 per month, perfect for backup connectivity and emergency use. These updates will take effect in 30 days. All of your other plan features remain the same. You are able to cancel your service at any time for no charge.”

SpaceX did not define how fast these “low speeds” will be. However, there are people who have tested the Standby Mode, and they reported speeds of about 500 kilobytes per second.

The mode is ideal for people who might deal with internet or power outages, but still need to have some sort of internet access.

It could also be used as a backup for people who want to stay with their ISP, but would like to have some sort of alternative in case of an outage for any reason.

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