Tesla Motors, a U.S. electric automobile company, claims to only focus on building autos and has no marketing department in the company, but does know a lot about marketing.
Tesla Model S, the first actual electric sedan put on the market, quickly captured people’s eyes when it released and started a revolution in automobile market. Although it costs $71,000, not including future battery cost and EV incentives, people are willing to purchase it for its advanced technology, sustainability, and its premium performance. As the advertisement goes, “Lay rubber where your carbon footprint used to be” and “Your road trip is sponsored by the sunlight”, people feel proud of themselves for embracing nature and making effort in protecting the environment while others continue emitting carbon dioxide.
A couple of college graduates made Tesla the commercial ‘Modern Spaceship’ to represent the Tesla Idea for free. In this commercial, the machine is portrayed as an enabler of dreams and as owning the world.
But these above are definitely not Tesla’s whole marketing strategies. Instead of advertising storage spaces, warm family road trips, and travel conveniency on commercials like other automobile manufacturers, Tesla keeps on pointing out that you are the center of the car. It intentionally lets you believe it is a luxury which can give you sheer driving pleasure and hyper-personalized experience and empowerment. By charging a high price and limiting quaintly of Tesla Models in the market, eventually, Tesla vehicles become symbols for affluent people.
My paper will further discuss what people really buy Tesla for, Tesla’s product issues and Tesla’s next targeting market: China, where the people inevitably favor luxury.
No comments:
Post a Comment