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Tesla says sorry to Chinese buyers in U-turn to its ‘no compromise’ on ‘unreasonable’ customer grievances as pressure mounts on social media and state press
- “We are deeply sorry for the delay in resolving the owner’s issue,” Tesla said late Tuesday night on its Weibo account
- China’s social media and state press weighed in on the latest controversy surrounding the bellwether producer in China’s electric vehicles market
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Tesla said sorry and back-pedalled on its “no compromise” attitude towards what it called “unreasonable” customer grievance, as it succumbed to pressure on social media by some of its most important buyers and local authorities in the world’s largest market for electric vehicles.
The apology, issued late on Tuesday night, came a day after a protest at the Shanghai Auto Show, where a woman wearing a T-shirt emblazoned with the words “brake malfunction” and a Tesla logo jumped on top of the carmaker’s vehicle. She was eventually dragged away by security guards.
“We are deeply sorry for the delay in resolving the owner’s issue,” Tesla said on its official account on the Weibo microblog site. “We always try our best to actively communicate with our [customers], look for solutions and we will fulfil our responsibility.”
The about-turn in Tesla’s public relations management underscores the importance of China’s market to the carmaker’s sales, and its stock price. Tesla delivered a record 184,800 vehicles worldwide in the first quarter, buoyed by rising demand in China, where the carmaker sold 68,982 vehicles, or 37.3 per cent of global deliveries in the same period.
“Users’ complaints about the quality of its Chinese-made cars are sounding an alarm at Tesla,” said Eric Han, a senior manager with the business advisory firm Shanghai Suolei. “It is not enough to knock down Tesla’s sales, but it does damage its image.”
For now, Tesla remains the runaway winner in delivering premium electric vehicles in China, priced more than 300,000 yuan (US$46,160) in the mainland’s premium EV segment. Gigafactory 3 delivered 35,478 vehicles in March, more than double the 17,259 electric cars delivered by Tesla’s three New York-listed Chinese competitors NIO, Xpeng and Li Auto.
Monday’s protest at the premier trade show of the world’s largest vehicle market was not Tesla’s first run-in against Chinese public opinion.
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