Tesla: The Car With No Name and No Price in China
Considering the preferences of the modern consumer in China, Tesla’s (NASDAQ:TSLA) electric vehicles seem destined to have a wide appeal in the world’s top auto market. However, trademark issues and questions about import tariffs have forced Tesla to open showrooms and a website with neither a brand name nor a price tag for its Model S cars.
Word of the difficulty Tesla faced with respect to its brand name originally surfaced over the summer. Reuters reported in August on the problems Tesla had wresting its brand name away from a Chinese businessman who had registered the name for his own model of electric cars. That stuggle continues even as Tesla has launched its Chinese website and opened its first showroom in Beijing.
As a result, the introduction to the Chinese market has been described as “unusual” by industry experts. China Automobile Dealers Association’s Luo Lei told United Press International that the Tesla rollout diverged from the path car companies usually take.
“[T]raditional car makers enter foreign markets only after all the preparatory work is done,” Lei told UPI. Of course, Tesla has proven successful in the past when forging its own path.