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While Tesla is preparing for his next showroom for the presentation, this time in Delhi following the recent Mumbai debut, it is clear that the brand remains a large draw despite its limited numbers and the high price. This was more than evident from the media hysteria that accompanied the Mumbai event that dominated the titles during the day.“Tesla is a very admired brand, not only in India but all over the world. In India, it is always seen as an interesting brand since it is very popular between the crowd of Silicon Valley and even the technological millionaires in India want to own one. The same goes for the stock exchange brokers and equity merchants.” Ambi Parameswaran, a well -known strategist and author of the brand.
Observers believe that charm is in its interruption. On the US roads, a Tesla is common as a Toyota Camry and yet still brings the shine of the refinement of Silicon Valley. It represents something well beyond transport. In India, this halo still exists, although dimmant by adhesive shock.According to Sandep Goyal, President, Rediffusion, “more than anything else, it is the value of the badge. Being one of your social and work group that has a Tesla gives you as pride: the glow of that social esteem is incomparable!”
Aura decreasing
The fact that the company has lost its aura in recent times thanks to the competition of Chinese car manufacturers, in particular byd, could be of little consequence for buyers in India. Many are also aware of the fact that the electrical movement is already underway here thanks to the local brands that have thrown the hats in the ring. “Perhaps the Indian manufacturing cars of Tata and Mahindra can be better, or byd could be better, but Tesla has the California Cool Aura, so there will be a long waiting list,” says Parameswaran.
Vinay Raghunath, partner, leader of the automotive and mobility sector, Ey India, echoes these feelings. “The arrival of Tesla marks a milestone in the path of electric mobility of India. He will raise the awareness of consumers, will set the reference parameters in connected and autonomous mobility and the OEMs and the actors of the ecosystems ready to invest and innovate.”
Tesla also speaks of the charisma of his CEO, Elon Musk, who has a great fan who follows among the young India technicians who almost venerate him. This type of adoration of heroes may not resonate in the United States and Europe, where in recent times the Tesla has faced a lot of warmth.
Musk Elon’s factor
He also advertised a fall advertised with the President of the United States, Donald Trump, and subsequently left the administration of the White House. Musk raised the hackles of many people in the West with his provocative comments, but India could not screw himself less.
“Tesla is a declaration by Elon Musk. It is a declaration of futuristic married to technology. Therefore, the Indians love the story of Tesla”, Reithera Harish Bijoor, expert in commercial strategy and brand, founder – Harish Bijoor Consults Inc.
Perhaps this may not be completely true, says VG Ramakrishnan, partner management, Avantaum also LLP. “Tesla’s aura in India has slightly vanished from five years ago. At the time, it was the final symbol of the aspiration. Today, part of that shine has worn in part due to its prices, the polarizing leadership of Musk and in part because the American brands have fought to locate in India. Apple is the exception; most of the others – Coke, Pepsi, Domino – adapted to Domino – SUPERPESS. ” “.
High withdrawals
In turn, the company cannot ignore India even even if there have been prevalent prevalent on the high levels of import prevalent. The model y sent by Shanghai, consequently, will cost a bomb to over 60 Lakh Inr and remains to be seen if this will still attract customers from the drew in the Tesla showrooms.
The price immediately triggered a wave of online memes, with a little brand of the “Tax -La” vehicle brand. On offer is the Autopilot Suite base (Adas of Level 2), while the FSD (FSD) Package of Tesla with autonomous driving (FSD)-currently limited by the Indian-Rapor regulation out of limits. However, this is of little consequence when the maximum priority is to test the waters here.
“Tesla or for that matter any other brand in the world of car can never ignore India. India is too large to be ignored. We host the greatest number of potential consumers in the world, a little notch over China. India is a market” it does not matter the price “at the top of the Piramic hierarchy. This fact is accumulated by Tesla”, says Bijoor.
Response of the measurement market
The market response will also give the car manufacturer a better idea of its long -term company plan and if it makes sense to produce in India. The debut in Tesla’s India has long been in preparation: tasted of bureaucracy, regulatory and well documented uncertainty of Musk with the high duties of India.
“In many ways, Tesla has delayed an Indian entrance as far as possible until the friendly rates have remained in place. This has not yet arrived, but it could only. Tesla is charming. Its charm is in its differentiation”, continues bijoor.
Although no “friendly” resolution is still in place, Tesla has decided to test the waters. And faithful to his style, he does not come as a mass of the mass market, but as a high -end provocateur.
It is not a secret that the center has changed its electric vehicle policy to adapt to Tesla, except for the fact that the company was not in the mood to bite the bait. If the commercial pact of India-Usa will also offer concessions of duties to import it is a controversial point since there is now no love lost between Trump and Musk.
Tesla’s influence is catalytic, rather than competitive, at least for now. With EV of luxury that form only 4 % of the EV Lakh of 1.5-1.6 sold in the first half of the fiscal year (about 5,000-6,000 units), the positioning of Tesla is elite, aspirational and niche. They do not compete with Tata, Mg or Mahindra with volumes, but his arrival will force everyone, from car manufacturers to politicians, to search and take note of it. To what extent this attention is translated into sales.
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