Tesla: I Don't Get It

Apologies: I know I just posted on Tesla recently. But something's bugging me.

Far be it from me to denigrate the great job that Tesla has done so far with their roadster. They figured out one of the great issues related to EVs: there's no significant market for a electric far that looks goofy. Their roadster, despite a recent drop in estimated total range, is a sexy, exciting high performance car that has changed the way people look at EVs. Yeah, the phrase is tired, but it's a paradigm shift for electrics.

But I can't figure out their marketing plan to save my life. Reading the company blogs related to marketing, you learn that the company is taking the car on a road show. In addition to showcasing the vehicles to suppliers, Tesla staff are visiting car shows, Earth Day events, and all manner of grassroots car events and organizations.

On the surface, this is a HUGE waste of time and money. Taking the Tesla roadster to an Earth Day event is like trying to sell hamburgers to Hindus: wrong market. Yes, environmentally conscious audiences will lust for the car. But it's a long trip from lust to purchase.

Tesla needs to go back to what makes the roadster so compelling in the first place: it's a limited edition, high performance, attractive car that attracts attention. It's aspirational. It's expensive. It just happens to be an EV. This electric status sets it apart from competitors like Porsche, BMW, and the other high end performers that Tesla should be considering competitors.

Marketing plans should be adjusted accordingly. Opening boutique "showrooms" on the most exclusive shopping districts in the US : Rodeo Drive, Park Avenue, the Miracle Mile, etc. Marketing partnerships with other aspirational brands: Rolex, Coach, etc.

With the roadster entrenched as an object of desire, future releases planned for the rest of us will enjoy the roadster's halo effect. That's the pathway to future economic success.