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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 affirms Tesla commitment and grueling work schedule: “Daddy is very much home”
The remarks came as Tesla shares crossed the $400 mark on the stock market.
Tesla CEO Elon Musk reiterated his commitment to the electric vehicle maker and its future projects this week, responding to speculation following his $1 billion purchase of TSLA stock.
The remarks came as Tesla shares crossed the $400 mark on the stock market, extending a rally fueled in part by Musk’s TSLA purchase.
Elon Musk’s nonstop work schedule
Amidst the reaction of TSLA stock to Musk’s $1 billion investment, Tesla owners such as @greggertruck noted that “Daddy’s home.” Musk replied, stating that “Daddy is very much home.” He then shared details of a packed weekend of work, which was definitely grueling but completely within character for a “wartime CEO.”
Musk did note, however, that he had lunch with his kids during the weekend despite his extremely busy schedule.
“Daddy is very much home. Am burning the midnight oil with Optimus engineering on Friday night, then redeye overnight to Austin arriving 5am, wake up to have lunch with my kids and then spend all Saturday afternoon in deep technical reviews for the Tesla AI5 chip design.
“Fly to Colossus II on Monday to walk the whole datacenter floor, review transformers and power production (excellent progress), depart midnight. Then up to 12 hours of back-to-back meetings across all Tesla departments, but with a particular focus on AI/Autopilot, Optimus production plans, and vehicle production/delivery,” Musk wrote in his post.
Wartime CEO
Wedbush analyst Dan Ives described Musk as operating in “wartime CEO mode,” highlighting autonomous driving and AI as a trillion-dollar market opportunity for Tesla. Musk reiterated this point late last month as well, when he outlined the several projects he is juggling among his numerous companies. At the time, Musk stated that he was busy with Starship 10, Grok 5, and Tesla V14. This was despite his notable presence on X.
With Tesla Master Plan Part IV being partly released, the company is entering what could very well be its most ambitious stage to date. To usher in an era of sustainable abundance, Tesla would definitely require a “wartime CEO,” someone who could remain locked in and determined to push through any obstacles to ensure that the company achieves its goals.
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Elon Musk confirms cryptic X post was related to SpaceX, not TSLA stock
Musk shared his update in a post on social media platform X.
Elon Musk has confirmed that a cryptic post he shared earlier this month was related to his private sale enterprise, SpaceX, not electric vehicle maker Tesla.
Musk shared his update in a post on social media platform X.
Musk’s cryptic post
Earlier this month, the CEO posted the cryptic words “You’ll Thank Me Later” on X. The post quickly gained attention on social media, as Tesla watchers and Elon Musk fans speculated on what the words could mean. With the announcement that Musk has purchased $1 billion of TSLA stock in the open market, some speculated that the cryptic post was a teaser of sorts to shareholders.
Musk’s massive TSLA purchase was the biggest in history, and it also stood as a notable vote of confidence for the company as it attempts to enter a new era led by robots, AI, and autonomous driving. This was likely one of the reasons why Tesla stock saw a notable rise on Monday’s trading. In another post, however, Musk confirmed that his cryptic post was not in any way related to his stock purchase.
All SpaceX
Considering that all the words in Musk’s post started with an uppercase letter, some space fans immediately speculated that the CEO was teasing something related to SpaceX. The company’s three drone ships, Just Read the Instructions (JRTI), Of Course I Still Love You (OCISLY), and A Shortfall of Gravitas (ASOG), after all, follow similar naming styles.
This was one of the reasons why some TSLA shareholders noted on X that Musk’s post was likely SpaceX-related. In response to one of these comments, Musk stated that these speculations are “Correct.”
The only question now is what exactly Musk was referring to in his post. Perhaps the CEO really was hinting at the name of the drone ship that will be tasked to retrieve Starship in the middle of the ocean.
News
Tesla Model Y leads as weekly registrations in China hit Q3 high
Out of Tesla China’s 15,350 registrations, the Model Y once again accounted for the majority.
Tesla recorded 15,350 insurance registrations in China during the week of September 8–14, marking a 7.3% increase compared to the prior week. The figure also represents the highest weekly result so far in the third quarter of 2025.
Model Y still leads demand
Out of the 15,350 registrations, the Model Y once again accounted for the majority. Data shows 9,460 registrations for the standard Model Y, complemented by 1,030 units of the newly launched extended wheelbase, six-seat Model Y L. Tesla also logged 4,860 Model 3 sedans for the week as well, as noted in a CNEV Post report.
The Model Y L, which debuted in late August, registered a modest uptick from the 900 registrations it saw the week before. Volumes remain relatively low, suggesting that the variant will not meaningfully change Tesla’s third-quarter sales trajectory. That being said, Tesla China’s previous comments about the Model Y L’s demand suggest that an uptick in registrations may be coming in the next weeks.
The ramp of the Model Y L will likely be a notable topic among Tesla watchers, as its ramp will still be quite a task despite the vehicle being just a new variant of the all-electric crossover. With this in mind, meaningful numbers of Model Y L registrations may hit their pace in the next quarter instead.
Tesla China’s momentum
As per data from the China Passenger Car Association (CPCA), Tesla’s retail sales in August 2025 totaled 57,152 units. That figure marked a 9.9% decline from August 2024’s 63,456 units, but a significant 40.7% increase from July’s 40,617 deliveries.
Quarter-to-date, Tesla China’s results show a 34.4% gain compared to the previous quarter but remain down 11% year-over-year. Year-to-date, Tesla is down about 7% in China versus the same period in 2024. With only a couple more weeks before the end of the third quarter, Tesla China’s registrations may help determine whether the company could catch up to its 2024 numbers this year.
Elon Musk affirms Tesla commitment and grueling work schedule: “Daddy is very much home”
Elon Musk confirms cryptic X post was related to SpaceX, not TSLA stock
Tesla Model Y leads as weekly registrations in China hit Q3 high
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