A recent survey by Electrifying.com shows that Musk’s actions are tilting U.K. consumers away from Tesla, focusing instead on other EV brands, including those from China. Changing this perception is important, as two-thirds of respondents claimed that Musk’s influence would dissuade them from buying a Tesla. A recent article that we have published also reinforces this fact.
Survey Insights
The survey addressed 1,000 people, who may be current EV owners or consumers planning to buy an EV. In this case, 59% of participants from both groups said that Musk’s behaviour was a deal-maker regarding Tesla. Further, the perceived suitability of Chinese-made EVs has also increased, with 61% of current EV users and 56% of prospects thinking positively about vehicles from Chinese manufacturers instead.
The Impact of Musk’s Actions
However, the recent and active involvements of Elon Musk in the political issues and his numerous public displays with the unconstructive messages has contributed to this negative perception. For example, he recently made a hand gesture during the inauguration of Donald Trump that was compared to Nazi salute. In addition, ties with the far-right political parties in Europe have also brought him controversy among the consumers.
Ginny Buckley, the CEO of Electrifying, commented on the fact that Tesla has made a significant contribution to the development of the market for electric vehicles, but Musk, the company’s founder, is tending to divide opinions and driving many clients to look for an alternative.
Growing Competition from Chinese Brands
This survey reveals that more and more the consumers in the United Kingdom are considering the Chinese EV brands as new substitutes. Fuelled by economies of scale and superior sales volume, traditional automotive manufacturers such as BYD have established themselves in world markets and have recently even outpaced Tesla. Rising affordability along with perceived quality of Chinese EVs is acceptable, hence pricing and perceived quality have made consumers accept more choices than ever before, going from 25 mainstream models five years ago to 133 models today.
In February 2010, Andy Palmer, the founder of Palmer Energy and former CEO of Nissan and Aston Martin, said that Tesla needs to change its market position and develop new products to hold its share in the market. He said that while Tesla was once the undeniable market leader, it now faces competition more varied selection of choices for the end consumers.
Conclusion
Thus, the constant development of a new generation of electric cars may pose threats not only to Tesla rivals but also to the tweets published by the company’s chief executive. Overarching truths of the survey undertaken by Electrifying lift inherent alteration in the customer perception of Tesla threaten not onlylity of Chinese EV maketo penetrate the U.K. market. Since co-CEO. The overarching of choices today than in the past, Tesla Motors has highlight theteer through choppy watend keep up its leading position ithe n the EV market.