Tesla’s Enlightenment on the Development of New Energy Vehicle Brands in China

Abstract

In recent years, due to the rapid development of technology and enhancement of environmental awareness, new energy vehicles have become increasingly popular among consumers. In the new energy vehicle industry, Tesla can be said to be the most eye-catching star. Tesla has stood out among numerous new energy automobile brands. Apart from improving its core technological continuously and becoming one of the leaders in technology, it’s unique marketing methods also worth exploring and imitate. As a pioneer of new energy battery electric vehicle in the world, internet thinking has been innovatively incorporated into the automotive market sales process by Tesla. Tesla’s success can be summarized in 3 points: excellent brand image, unique sales model that combines online and offline, and Tesla's claimed zero advertising expenses promotion method. This paper will introduce Tesla's history and its development process in the Chinese market. And then analysis Tesla's success through SWOT analysis method. In the final part this paper will discuss how Chinese brands can learn from it.