Tesla has ramped up its marketing efforts in China as it aims to capitalize on the year-end car-buying season. Vice President of External Affairs, Grace Tao, has made multiple public statements highlighting the safety features of Tesla vehicles, with an assertive tone that reflects the company’s focus on building consumer confidence in its products.
In a recent Weibo post, Tao emphasized that the Model 3 had received the highest 5-star ratings for both the China Electric Vehicle Fire Safety Index and the automotive fire safety certification. She pointed out that Tesla has never issued a global recall due to fire risks in the last six years. Tao also noted that the probability of a Tesla catching fire is only one-eighth that of a gasoline car, including scenarios involving building fires or human arson. “Safety is a top priority for Tesla in building our cars,” Tao wrote, stressing the company’s commitment to technological innovation and stringent manufacturing standards.
Tao’s Weibo posts have garnered significant attention, with Tesla’s official account retweeting her statements and further promoting Tesla’s superior safety standards. Her social media activity has shifted noticeably in recent weeks, becoming more assertive and engaging, likely aiming to boost Tesla’s visibility in the competitive Chinese market. This shift in communication style follows a series of posts that highlighted Tesla’s improved payment cycle for suppliers in 2024 and its limited-time discounts on the Model Y, both of which helped drive increased media coverage.
Tesla’s sales in China saw a 12% year-on-year increase in November, reaching over 73,000 units, marking a recovery from October’s sales drop. In total, Tesla sold 500,685 vehicles in China from January to October 2024, representing an 8.29% increase compared to the previous year. As the year draws to a close, Tesla is looking to boost sales further with special promotions, such as the extended zero-percent financing offer for the Model Y until December 31.
