Tesla has recently announced price cuts for several of its vehicle models, as well as a significant reduction in the cost of its Full Self Driving feature. These cuts are likely aimed at stimulating demand following a lackluster performance in Q1 for EV deliveries. Additionally, the company is discontinuing its referral program, which has been a popular incentive for existing Tesla owners to earn rewards for referring friends and family to purchase Tesla vehicles. This move may be perceived as a cost-cutting measure, but it could potentially have negative repercussions on Tesla’s advocacy efforts.
The decision to cut prices and discontinue the referral program comes at a time when Tesla and the EV market are facing a significant amount of Fear, Uncertainty, and Doubt (FUD) campaigns orchestrated by adversaries, including those in government and the fossil fuel industry. These campaigns spread falsehoods and misinformation about EVs to deter potential customers from making the switch. In response, it is crucial for Tesla to empower its advocates and invest in marketing, PR, and advertising to counter these campaigns and promote the benefits of EVs.
While Tesla did experiment with advertising in 2023, investing a relatively small amount in marketing compared to other major brands, it is now suggested that the company should ramp up its efforts in this area. By leveraging its advocates and investing in marketing initiatives, Tesla can combat the misinformation being spread and maintain its position as a leader in the EV market. The success of brands like Apple and Samsung, which invest billions in advertising and marketing, demonstrates the importance of staying top of mind in the public consciousness.
As an EV owner and advocate for Tesla, the author emphasizes the need for Tesla and other EV makers to actively promote the advantages of EVs over traditional gas and diesel vehicles. EVs are safer, more environmentally friendly, and offer a better driving experience, among other benefits. By working together to dispel myths and promote accurate information about EVs, Tesla and its advocates can contribute to the mass adoption of electric vehicles and address pressing environmental concerns.
In conclusion, now is not the time for Tesla to retreat or scale back its advocacy efforts in the face of challenges. Instead, it is a moment for the company to advance and take proactive steps to promote the benefits of EVs to a wider audience. By investing in marketing, empowering advocates, and countering misinformation, Tesla can solidify its position as a leader in the EV market and contribute to a cleaner, safer future for all. The decision to cut prices and discontinue the referral program may have short-term benefits, but a holistic approach to advocacy and marketing is essential for long-term success in the rapidly evolving EV industry.
