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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.
Tesla has lost its Model Y Program Manager, he announced on LinkedIn, marking the second major departure from the company today.
Emmanuel Lamacchia has been in the role for 4 years and 7 months, responsible for the rollout of the all-electric crossover in several markets.
The Model Y became the best-selling vehicle in the world for two years under Lamacchia’s watch, making this a huge loss for the company. However, it seems the decision was made under Lamacchia’s own initiative.
He confirmed his decision on LinkedIn:
“After 8 incredible years, I’m moving on from Tesla.
What a journey it’s been… from leading NPI for Model 3 and Model Y variants to becoming the Vehicle Program Manager for Model Y, the best-selling car in the world!
Leading the All-New Model Y launch was the highlight: converting all 4 factories across 3 continents in just 2 weeks. Something that had never been done before in the auto industry.
To the teams who made this possible: you should be incredibly proud. This achievement belongs to you: the engineers, designers, buyers, and associates in Fremont, Shanghai, Berlin, and Austin who turned an impossible timeline into reality.
Grateful to the leaders who trusted me with programs that stretched my capabilities and to the cross-functional partners who showed me that great solutions come from collaboration, not hierarchy.
Tesla taught me how to move fast without breaking things and how to scale from prototypes to millions of units.
Excited for what’s next. More to share soon.”
It marks the second major program loss for Tesla today, as it also bid farewell to Cybertruck and Model 3 Program Manager Siddhant Awasthi, who said he left voluntarily in “one of the hardest decisions of his life.”
Lamacchia was at Tesla for just a shade under eight years, and previously worked for Rolls-Royce for roughly the same amount of time.
After the loss of both Lamacchia and Awasthi today, Tesla has lost a handful of key executives in 2025, including:
- David Imai, Director of Design
- David Lau, VP of Software Engineering
- Mark Westfall, Head of Mechanical Engineering
- Prashant Menon, Regional Director in India
- Vineet Mehta, Head of Battery Architecture
- Omead Afshar, VP/Head of Sales and Manufacturing in North America
- Milan Kovac, Head of Optimus Team
- Jenna Ferrua, Director of HR
- Troy Jones, VP of Sales, Service, and Delivery
- Pete Bannon, VP of Hardware Engineering
- Piero Landolfi, Director of Service
News
Tesla prepares to expand Giga Texas with new Optimus production plant
Drone operator Joe Tegtmeyer recognized Tesla construction crews performing ground leveling and clearing efforts at the plant earlier today.
Tesla is preparing to expand Gigafactory Texas once again with a brand new facility that will house the eventual manufacturing efforts for Optimus, its humanoid robot.
It is already building some units on a Pilot line at the Fremont Factory in Northern California, but Tesla is planning to build the vast majority of its Optimus project at Gigafactory Texas.
Tesla Optimus gets its latest job, and it’s not in the company’s factories
It will build one million units per year in Fremont, but CEO Elon Musk said the company would build 10 million units every year in Texas at a new building at Giga Texas.
Musk said:
“I think there could be tens of billions of Optimus robots out there. Um, now obviously it’s very important we pay close attention to safety here. Then a 10 million unit uh per year production line here the I don’t know where we’re going to put the 100 million unit production line. on Mars. Maybe on Mars, I don’t know.”
Evidently, Tesla is ready to begin thinking about the production efforts of Optimus beyond a theoretical standpoint and is starting to prepare for the construction of the manufacturing plant on Giga Texas property.
Drone operator Joe Tegtmeyer recognized Tesla construction crews performing ground leveling and clearing efforts at the plant earlier today:
Giga Texas News!
A brand-new, stand-alone factory is starting construction! This follows the Shareholders meeting & info that a 10-million-per-year @Tesla_Optimus production facility “on the Giga Texas campus” will be built & enter into production in 2027!
Here are some… pic.twitter.com/7ig5DohfOt
— Joe Tegtmeyer 🚀 🤠🛸😎 (@JoeTegtmeyer) November 10, 2025
Production is still slated for 2027, at least at Gigafactory Texas. As previously mentioned, the company is building some units in Fremont for the time being, at least until subsequent versions of the Optimus project advance.
Tesla has done a great job of advancing Optimus forward, but it also has truly grand expectations for the project.
Musk said it could potentially be the biggest product in the history of the planet, as it will revolutionize the way humans perform tasks, probably eliminating monotonous tasks from everyday life.
Tesla revealed its first customer for the all-electric Semi truck after it launches next year. Who it truly is should not be a surprise.
The Semi is going to finally start deliveries to new companies outside of Tesla’s pilot program starting in 2026. The company has been building a dedicated production facility in Reno, Nevada, that has finally taken shape, but Tesla was evidently not finished with the Semi’s development.
Last week at the Annual Shareholder Meeting, Tesla said it had implemented some new designs into the Semi, helping with efficiency, updating its design, and making it a more suitable vehicle for hauling loads, as the changes also helped increase payload.
Tesla has obtained a lengthy list of companies that have committed to implementing the Semi in their own fleets, hoping to bring their logistics lineups up to date with electric powertrains and autonomous technologies.
While it is already operating a pilot program with PepsiCo. and Frito-Lay, Tesla will expand to other businesses, primarily using it internally after its launch.
Head of the Semi program at Tesla, Dan Priestley, said the company would be the first user of the vehicle after its launch next year. It has been using it to a certain extent, but the company has not been able to completely abandon gas haulers.
Instead, it will implement the Semi into its fleet for more sustainable vehicle logistics starting next year:
Tesla will be the first customer as we electrify our supply chain. This includes Texas operations.
— Dan Priestley (@danWpriestley) November 7, 2025
Tesla has already received orders for the Semi from a variety of large companies, including Walmart, Sysco, Anheuser-Busch, UPS, DHL, J.B. Hunt, among others.
Many analysts see the Tesla Semi as a major contributor to future growth and increasing value within the company, especially from a Wall Street perspective. Some firms say the Semi is one of several near and medium-term contributors to the company increasing its market cap.
Cantor Fitzgerald is just one of those firms, as last week it explicitly listed the Semi as a catalyst.
Analyst Andres Sheppard said, “Overall, we remain bullish on TSLA over the medium to long term. We continue to see meaningful future upside from Energy Storage & Deployment, FSD, Robotaxis/Cybercab, Semis, and Optimus Bots.”
Tesla loses Model Y program manager in second blow in single day
Tesla prepares to expand Giga Texas with new Optimus production plant
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