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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.
Elon Musk
Elon Musk hits back at former Tesla employee who disagrees with pay package
Tesla is worth more than all other automotive companies combined. Which of those CEOs would you like to run Tesla?
It won’t be me.
Elon Musk gave a tough response to a former Tesla employee who spoke out on X about the structure of the CEO’s pay package, arguing that it is an overpayment and would not generate enough shareholder value.
Without a doubt, the biggest issue on the bill at this year’s Tesla Shareholder Meeting in November is that of the pay package that was proposed to CEO Elon Musk.
As the Shareholder Meeting approaches, Tesla is urging those investors to vote in support of Musk’s pay package. So far, the community has been overwhelmingly supportive of giving Musk his massive payday, which could give him $1 trillion in additional holdings if he completes each of the outlined performance tranches.
However, there are a handful of institutional and individual shareholders who have pushed back against the package, either because of its value or because they feel it does not benefit shareholders enough.
Last week, we reported that Institutional Shareholder Services (ISS) advised voting against Tesla’s pay package for Musk. The firm said the payday would give Musk”extraordinarily high pay opportunities over the next ten years,” and it would “reduce the board’s ability to meaningfully adjust future pay levels.”
Tesla CEO Elon Musk’s $1 trillion pay package hits first adversity from proxy firm
Additionally, it called the value of the pay package “astronomical.”
On Saturday, a former Tesla employee said on X that Tesla’s proposed pay package for Musk would “barely beat inflation and it would underperform the S&P 500 considerably.” Additionally, he said:
“Sorry, Tesla, some of us (and supposedly, ISS too) simply don’t think that underperforming the S&P 500 this much is worth paying somebody 20 billion dollars worth of company value.
As a fan, I love Tesla, I want it to succeed. As a shareholder, I don’t want Tesla to over-pay for its CEO I strongly believe that the 2025 pay package proposal would over-pay for its CEO, and that other competent CEOs could grow Tesla just as much with way less political drama and cost investors much less that this proposal.”
Musk responded bluntly:
“Tesla is worth more than all other automotive companies combined. Which of those CEOs would you like to run Tesla? It won’t be me.”
Tesla is worth more than all other automotive companies combined. Which of those CEOs would you like to run Tesla?
It won’t be me.
— Elon Musk (@elonmusk) October 19, 2025
It seems the worry about Musk’s potential involvement in politics still looms to many, based on the responses to Musk’s post, which frequently mention that as a downside of his last year as Tesla CEO. However, Tesla’s Board confronted that directly.
In its proxy filing after announcing the pay package, Tesla said that it had three commitments, one of which was that the company would “receive assurances that Musk’s involvement with the political sphere would wind down in a timely manner.”
Tesla Board takes firm stance on Elon Musk’s political involvement in pay package proxy
Musk’s previous pay package was approved by shareholders twice, but it never made it to the CEO because of a lawsuit with the Delaware Chancery Court brought forth by a small-time shareholder.
The response from Musk does seem to show that if this time is no different, he will inevitably step down as CEO in the coming years.
Tesla rivals are lagging behind the company in alarming fashion in this crucial EV necessity: charging.
Tesla has had a long-standing reputation for having the most expansive electric vehicle charging infrastructure, and even as other companies have launched their own as part of the vehicle manufacturing, nobody seems to keep pace with the EV leader.
A report from Paren exhibited this trend in Q3, showing that Tesla overwhelmingly dominated EV charging stall installations over the past three months. This data is based on U.S. installations, where Tesla has long held a dominating position as the leader in overall electric vehicle sales for many years.
In Q3, Tesla installed 1,820 new chargers in the United States, bringing its total presence to 34,328, an all-time market share of 53.2 percent of all charging stalls in the country.
What’s alarming is the fact that all other networks — ChargePoint, Red E, Electrify America, EV Connect, EVgo, Ionna, Blink, Pilot Flying J, and Rivian Adventure — only installed 841 chargers collectively in Q3. That is nearly 1,000 units behind Tesla, despite there being nine companies contributing as competitors.
These nine networks have 10,055 stalls in total, the data from Paren shows, accounting for 15.6 percent of the chargers in the United States.
Tesla added more Superchargers in the US in Q3 than the next nine networks combined. pic.twitter.com/zihhezI6a6
— Sawyer Merritt (@SawyerMerritt) October 20, 2025
EV charging is such a crucial part of the ownership experience, and also a part of the ongoing expansion of EV adoption in the United States.
As more people buy EVs and they become a more prominent form of passenger transportation, more chargers are needed. Many owners charge at home, but charging options in public are important to have for traveling, commuting, and for those who do not have access to residential charging.
With Tesla opening its Supercharger Network to the majority of EV brands over the past two years, things have gotten better.
It has been alarming to see so many companies involved in EV infrastructure essentially accept the gap between Tesla and themselves; not a single company has tried to up its pace to catch up to what Tesla has.
When it comes down to it, as long as there is charging, the manufacturer does not truly matter.
However, it would be nice to see Tesla have some competition in the space, but with its domination and head start in the infrastructure division, it seems the company will have this competitive advantage for years to come.
News
Tesla updates fans on its plans for the Roadster
Earlier in 2025, Musk said Tesla would host the “most epic demo” for the Roadster in late 2025. We’re in Q4, so time is running out, but we finally got the update we’ve been waiting for from von Holzhausen on the Ride the Lightning podcast yesterday.
Tesla has finally updated fans on its plans for the Roadster after stating earlier this year it would host the “most epic demo,” showcasing the vehicle’s capabilities.
The Roadster is amongst the most highly anticipated automotive releases in the entire industry, and was set for release in 2020 initially. However, Tesla got so caught up with scaling up the Model Y and focusing on autonomy that the project took a figurative backseat.
In the years since its planned release, we have not seen much of the vehicle. Company executives like Elon Musk and Chief Designer Franz von Holzhausen have hinted at things about it and teased us with potential release dates, but each time, it has been delayed.
Last year, Tesla planned to show something, but Musk saw what improvements had been made from the original design unveiled back in 2017 and figured the company could go a step further, only delaying the project another year.
But what’s another year, right?
Earlier in 2025, Musk said Tesla would host the “most epic demo” for the Roadster in late 2025. We’re in Q4, so time is running out, but we finally got the update we’ve been waiting for from von Holzhausen on the Ride the Lightning podcast yesterday.
Confirming the demo was still on for this year, he also teased some new features that the Roadster will have, like new paint options.
Von Holzhausen said:
“I’m excited to showcase the Roadster for a lot of different reasons. The wait will be worth it.”
Additionally, he said the capabilities of the Roadster are truly something, and they have gotten the vehicle to a point that it seems to test the “limits of physics.” Franz added that Tesla has “really gotten to a point where we are going to be achieving that standard that we set out.”
Obviously, the Roadster is not a major contributor to Tesla’s mission or to its future, which mostly leans on artificial intelligence and Robotaxi or autonomy. However, it is still a product that Tesla needs to offer, as many have put massive $250,000 downpayments on the vehicle in an attempt to purchase one.
Tesla has not yet announced a date for its demo of the Roadster, but based on Franz’s interview, it seems the company is still on track to hold that by the end of the year.
The full episode with Franz von Holzhausen on the Ride the Lightning podcast is available here.
Elon Musk hits back at former Tesla employee who disagrees with pay package
Tesla rivals are lagging behind alarmingly in this crucial EV necessity
Tesla updates fans on its plans for the Roadster
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