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What do you think this brand stands for? What are the values behind it?
What do you think about the brand? (Tesla)

  • "Logo is scientific, has the style of science fiction. CEO is famous and in multiple markets."

  • "Logo is cool, design of the car is beautiful."

  • "Good idea and good product."

  • "Expensive and luxurious."

  • "I have a positive view of Tesla."

  • "Brave pioneers, safety 4 or 5 stars. 8.5/10 rating in total."

  • "Successful social reputation though battery issues are damaging reputation."

  • Technology

  • Green

  • New solution to the world

  • Design

  • "In the next 5 years."

  • "If they come up with a SUV model"

  • "No, its too expensive."

  • "Yes, but want to try one first and maybe wait for improvements."

  • "Maybe when tech is improved."

Advantages:

  • Working for a better environment

  • Image

  • Design

 

Disadvantages:

  • To expensive

  • Showrooms are limited

  • After sales service issues

  • Not Common in China

  • Infrastructure

Would you consider a Tesla for your next car purchase? Why/ Why not?
What are the advantages and disadvantages you see on buying a Tesla?

In-Depth Interview Answers Continued

 

 

  • Rich people, innovative people, technological and wealthy people.

 

  • Rational people, fashionable people, rich people

 

  • Wealthy, Innovative

 

  • Companies CEO’s, Advertising CEO’s, They are related to the industry

 

  • Self-made elites, working in finance, lawyers

 

  • Sporty, passion for life, more sporty than Mercedes

 

  • Successful people, early adapters, rich people

 

 

 

Jeep: adventurous people, owners of jeeps have a lot of girlfriends. Ambitious people

 

Volvo: people who have money but don’t spend much

Down to earth people, Successful

 

Mercedes: Well educated, smart, entrepreneurs

 

BMW: someone who loves his life and enjoys driving. Older people and low-key profile. Open minded people

 

 

 

  • "Chose a more friendly way to sell it to people. If you can choose between a Lamborghini, Ferrari orTesla, everyone will choose a Ferrari, but Tesla is much cheaper, so why not Tesla? Furthermore get rid of the safety issues that come with the battery, especially those regarding battery explosions in the states."

  • "To reduce pollution, make more places to charge and increase the knowledge of Chinese people about pollution and places to charge

  • "More promotion events."

  • "Activities in China to drive around in a Tesla."

  • "Target educated 30-40 yr old educated person. Open to new things. Keep it as a performance car. Work on government relations. Further develop tech and Batteries."

  • "Create an advantage other electric cars do not have."

  • "Get close to people (Marketing for cars is too much luxury focused, even people with the budget think they can't buy it.)"

  • "Needs to be short, so we can remember."

  • "Good for Earth."

  • "Drive for environment."

  • "Tesla is everyone's dream."

  • "Ride your future."

If (insert FAVORITE brand) were to throw a party this weekend, who are the people you think would show up for that party? Please describe them. (Physical characteristics, how they would behave, what they would talk about, etc)
And if TESLA were to throw a party this weekend, who are the people you think would show up for that party? Please describe them. (Physical characteristics, how they would behave, what they would talk about, etc)
If you had to create a slogan for Tesla, what would it be?

If you were Tesla’s CEO best friend, what kind of recommendations would you give to him about the brand? (How to approach the Chinese consumer, about the market, what to say, etc)

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