Tesla doesn’t buy advertising space but it doesn’t shy away from creating promotional content. Its latest effort is a commercial for the Chinese market featuring some beautiful scenes from a Tesla road trip.
Tesla interviewed real Model S owners following to create the promotional video:
“20 Chinese Model S owners set off on a road trip to explore East China driving through historic towns and picturesque tea fields making stops at charging stations along the way.”
The video appears to aim at alleviating misconceptions about charging electric vehicles, which are especially strong in China. Tesla CEO Elon Musk partly blamed those misconceptions for the automaker’s early difficulties in the market last year.
In response, the company also recently launched ‘Tesla Charging Partner Program’ in China to promote a national EV charging standard and it continues to expand its charging networks in the country.
Here’s the promotional video:
Tesla launched the Model S in China in 2014 and there are now several thousand owners on the mainland. The automaker is about to start deliveries of the Model X in the coming weeks.
The Chinese market is becoming increasingly important for the automaker. Tesla’s Vice President of Asia-Pacific Ren Yuxiang confirmed earlier this month that China was the second biggest market for Model 3 reservations.
The company is also expected to invest in local production in China, which should help the automaker lower the price of its vehicles in the country by avoiding import duties and having access to more incentives from the government.
Tesla President Jon McNeill was in China last week and he said that Tesla’s next vehicle factory could “very well” end up in the country. Recent reports suggest that Tesla executives visited locations in the Suzhou region and talked to potential manufacturing partners. Earlier this year, Tesla CEO Elon Musk confirmed that the automaker plans on securing a location and a local partner for a manufacturing facility in China by the middle of 2016. An announcement should be expected relatively soon.