SHANGHAI/SAN FRANCISCO (Reuters) – Tesla Inc. (TSLA.D) has always shown a disregard for marketing, the CEO, Elon Musk gives his company does not advertise, but the money would be spent to develop products.
People have to live in a Tesla performance driving school event at the Shanghai International Circuit in Shanghai, China, August 22, 2019. REUTERS/Aly Song
However, in China, the world’s largest market for electric cars, where Tesla is gearing up for a big sales push, that tune has begun to change, as the automaker will promote the racing events, show-room party with Djs and a line up of the Chinese Model of stickers for chat apps.
Case in point: Wang Yubo, a 30-year-old marketing executive, and Tesla is not a car-owner, was invited by the company to Polish his skills on a Shanghai track in this month.
“I learned how to push up my Model 3 to its limits,” said Wang, who writes for the enthusiastic and critical blogs about the Rate, and sometimes the matches are a car with your friends.
Tesla is an extension of the focus beyond the products, ” says Leo Liu, manager of the company in China is a school that aims to teach people “to take full advantage of their cars.
It is the possession of three such events for journalists, social media influencers, and some of the property owners in August, one in Beijing and two in Shanghai-and plans to expand to other major cities, such as Guangzhou and Chengdu.
“We also have to think about one of the more difficult tracks on the ice, in the winter of this year,” She said, adding that more property owners will be invited in the future.
While Tesla has not yet started to work on a conventional TELEVISION, or billboard advertising, as the U.S. company’s China Chief, Tom Zhu has been working on strategies for this year is to increase the brand’s appeal, it is often on the lookout for ideas and opinions from marketing and sales experts and sources familiar with the discussions said.
The sources were not authorized to speak to the media and declined to be identified. Tesla declined to comment.
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It helps to raise its profile in China, and Musk, it is currently on a visit to the country and on Thursday held a meeting with Alibaba’s (BABA).(N) Jack Ma is on a computer industry event, even though they avoided controversial issues, such as the US-China trade war.
Tesla’s new efforts to reach out to customers in China if the Silicon Valley automaker is preparing for the opening of a major vehicle-assembly plant in Shanghai, and to confront with the fierce competition in the luxury electric vehicle market, the skyline.
The company’s first overseas factory to start production by the end of the year, and Tesla has said that it will be in a position to build a 3000 Model 3 vehicles a week in the early stages.
That would translate to almost four times the amount of the imported Model, the 3 vehicles were sold in China, by month, of this year, according to figures from research firm LMC Automotive.
The plant has a planned annual production capacity of 250,000 vehicles, the production of the Model Y is added to it.
“We need to learn how to deal with the increased sales and after-sales service system, as well as the production rises to a whole new level,” said a source. “That’s why we are doing these events now.”
The sources added, however, that Tesla is spending a lot of a lot less than for a conventional car manufacturer in China, the spending on sales and marketing.
In its favor, it is the export of cars to China since the year of 2014 and continues to set the benchmark for other manufacturers in China, often compared with their electric vehicles when they are advertising on the internet.
With the launch of the Model 3 to the Chinese market as of the end of February, it is also good as it is today, and the transmission of Tesla’s China sales to jump by 42% to $1.5 billion in the first half – equivalent to 13.5% of the total revenue.
But the Rate of that hong kong’s advantage in all-electric vehicles, which had been on the U.S. market when it made its debut, the Model S, in 2012.
The Chinese startup, Nio Inc. (NIO.(N) will sell two of premium, all-electric sport utility vehicles (Suv’s, Jaguar has launched the I-PACE, an SUV, and a BMW (BMWG.DE has the i3 hatchback and i8 sports car. By the end of the year, Audi will have two fully-electric Suv on the market, while Daimler ag (DAIGn.DE), Mercedes will have one.
In the U. S, the company also does not expect Musk’s cult status and the movement of the revenue to the same extent as elsewhere, the sources said.
The majority of Chinese people are not easy to be a Twitter feed is followed by almost 28 million, although the Model reflects a number of less-controversial tweets on his Weibo account.
In addition to the chat app stickers, of which there are many different emotions – a market strategy is also used by other car manufacturers – Tesla is working with Tencent’s (0700.HK) QQ Music streaming service, in a party with a Dj in the showroom.
Well, the marketing tactics have been a China-only development, the sources said.
Users of social media have noticed a lot more activity on his Weibo account that, in the past few months, while the company also has a number of round table discussions with journalists and internet influencers in China since mid-July.
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According to sources, the leaders, explain our strategy and plans for the expansion of the network, and told them that they needed to improve communication with the public.
On the other hand, in the United States, Tesla has a rare media access to the leaders of the outside of the earnings calls and product launches.
“Tesla is at last fully aware of the importance of adapting to China,” says Wang. “In view of the time, it will be more like an adult.”
Reporting Yilei Sun in Shanghai and Alexandria Sage in San Francisco; Editing by Edwina Gibbs