Tesla Motors Inc (NASDAQ:TSLA) has put on a media blitz to trumpet the delivery of its first electric vehicles in China. According to Forbes media analyst Doug Young, Tesla Motors Inc (NASDAQ:TSLA)’s CEO Elon Musk has done a phenomenal job of generating buzz for his company. Young continues to say that Musk has had an interview with every Chinese auto-related media outlet he is aware of to promote the EV manufacturer’s product launch in China.
Musk’s timing for the launch is also impeccable, given that the largest annual auto show in China is also scheduled this week in Beijing.
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The company delivered the keys to its first eight customers today, April 23rd. Tesla Motors Inc (NASDAQ:TSLA)’s initial group of customers included mainly high-profile individuals such the president of the Lifan football [soccer] club, famous businesswoman Yin Xidi, and Li Xiang, the head of the extremely popular Beijing-based Autohome Inc website.
Tesla making all the right moves
Tesla Motors Inc (NASDAQ:TSLA) has also been dotting all of its i’s and crossing all of its t’s in terms of deep cultural marketing. The company has signed up to work with several trade and auto associations, and even managed to get its name connected with several well-known Chinese companies (including Sinopec and JA Solar), projects and people. Musk even worked the rumor mill, dropping hints Tesla was thinking about building a plant in China.
This concerted marketing campaign comes after a rocky start in China for Tesla Motors Inc (NASDAQ:TSLA), including a legal battle with a trademark squatter and some problems with permits and so forth in setting up their flagship Beijing showroom. Furthermore, Musk’s company is at a significant pricing disadvantage to Chinese EV makers such as BYD and Chery as its cars don’t quality for government EV subsidies. Young says Tesla deserves a great deal of credit for managing to generate the kind of buzz they have in China given the situation the company was dealing with just six months ago.