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

(Photo: Tesla)

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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.

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 adjusts Robotaxi safety monitor strategy in Austin with new service area

The positioning of the driver, as well as the driver’s hands being closer to the steering wheel, is more similar to what Tesla is doing in the Bay Area Robotaxi program than it is to what it has done in Austin.

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Credit: @AdanGuajardo/X

Tesla has adjusted its Robotaxi safety monitor strategy in Austin after it expanded its service area in the city last week for the third time.

Tesla has been operating its Robotaxi platform in Austin since June 22. The vehicles have been operated without a driver, but Tesla has placed safety monitors in the passenger’s seat as a precaution.

The safety monitors are responsible for performing any necessary interventions and maintaining a safe and comfortable cabin for riders as they experience Tesla’s first venture into the driverless ride-sharing space.

Last week, Tesla expanded its service area in Austin for the third time, expanding it from about 90 square miles to 170 square miles. The expansion included new territory, including the Austin-Bergstrom International Airport, Tesla’s Gigafactory Texas, and several freeways.

Tesla Robotaxi geofence expansion enters Plaid Mode and includes a surprise

The freeway is an area that is uncharted territory for the Tesla Robotaxi program, and this fact alone encouraged Tesla to switch up its safety monitor positioning for the time being.

For now, they will be riding in the driver’s seat when routes require freeway travel:

The positioning of the driver, as well as the driver’s hands being closer to the steering wheel, is more similar to what Tesla is doing in the Bay Area Robotaxi program than it is to what it has done in Austin.

This is sure to draw criticism from skeptics, but it is simply a step to keep things controlled and safe while the first Robotaxi drives take passengers on the highway with this version of the Full Self-Driving software.

This FSD version differs from the one that customers have in their own vehicles, but CEO Elon Musk has indicated something big is coming soon. FSD v14 is coming to vehicles in the near future, and Musk has said its performance is pretty incredible.

Tesla’s Elon Musk shares optimistic teaser about FSD V14: “Feels sentient”

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Tesla has best month ever in Turkey with drastic spike in sales

Tesla managed to sell 8,730 Model Y vehicles in Turkey, outpacing almost every competitor by a substantial margin. Only one brand sold better than Tesla in August in Turkey, and it was Renault.

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Credit: Tesla

Tesla had its best monthly performance ever in Turkey in August, thanks to a drastic spike in sales.

Tesla saw an 86 percent bump in sales of the new Model Y in Turkey in August compared to July, dominating the market.

The performance was one of Tesla’s best in the market, and the company’s sales for the month accounted for half of all EV sales in Turkey for August, as it dominated and led BYD, which was the second-best-selling brand with just 1,639 units sold.

Tesla managed to sell 8,730 Model Y vehicles in Turkey, outpacing almost every competitor by a substantial margin. Only one brand sold better than Tesla in August in Turkey, and it was Renault.

Electric vehicles are, in some ways, more desirable than their gas counterparts in Turkey for several reasons. Most of the reasoning is financial.

First, EVs are subject to a lower Special Consumption Tax in Turkey. EVs can range from 25 percent to up to 170 percent, but this is less than the 70 to 220 percent rate that gas-powered vehicles can face. The tax is dependent on engine size.

Elon Musk courted to build a Tesla factory in Turkey

Additionally, EVs are exempt from the annual Motor Vehicle Tax for the first ten years, providing consumers with a long-term ownership advantage. There are also credits that can amount to $30,000 in breaks, which makes them more accessible and brings down the cost of ownership.

Let’s not forget the other advantages that are felt regardless of country: cheaper fuel costs, reduced maintenance, and improved performance.

The base Model Y is the only configuration available in Turkey currently.

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Tesla is upgrading airbag safety through a crazy software update

“This upgrade builds upon your vehicle’s superior crash protection by now using Tesla Vision to help offer some of the most cutting-edge airbag performance in the event of a frontal crash.”

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(Credit: Tesla)

Tesla is upgrading airbag safety through a crazy software update, which will utilize the company’s vision-first approach to enable better protection in the event of an accident.

Over the years, Tesla has gained an incredible reputation for prioritizing safety in its vehicles, with crash test ratings at the forefront of its engineers’ minds.

This has led to Tesla gaining numerous five-star safety ratings and awards related to safety. It is not just a statistical thing, either. In the real world, we’ve seen Teslas demonstrate some impressive examples of crash safety.

Everything from that glass roof not caving in when a tree falls on it to a Model Y surviving a drive off a cliff has been recorded.

However, Tesla is always looking to improve safety, and unlike most companies, it does not need a physical hardware update to do so. It can enhance features such as crash response and airbag performance through Over-the-Air software updates, which download automatically to the vehicle.

In Tesla’s 2025.32 Software Update, the company is rolling out a Frontal Airbag System Enhancement, which aims to use Tesla Vision, the company’s camera-based approach to self-driving, to keep occupants safe.

The release notes state (via NotaTeslaApp):

“This upgrade builds upon your vehicle’s superior crash protection by now using Tesla Vision to help offer some of the most cutting-edge airbag performance in the event of a frontal crash. Building on top of regulatory and industry crash testing, this release enables front airbags to begin to inflate and restrain occupants earlier, in a way that only Tesla’s integrated systems are capable of doing, making your car safer over time.”

The use of cameras to predict a better time to restrain occupants with seatbelts and inflate airbags prior to a collision is a fantastic way to prevent injuries and limit harm done to those in the vehicle.

The feature is currently limited to the Model Y.

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