The United States abolished China's expansion, and Tesla's public relations ideas showed "double standards."

The global core public relations team at Tesla's US headquarters has been dissolved. Previously, Musk claimed? "Tesla doesn't need public relations", but at present, China seems to be an exception.

Recently, according to Bloomberg News, Tesla is expanding its public relations team in China and recruiting new employees. According to the recruitment information, Tesla recruits regional external affairs managers in Beijing, Qingdao, Chongqing, Chengdu, Shijiazhuang, Shenzhen, Guangzhou, Haikou, Hangzhou, Hefei and other cities 10.

As can be seen from the recruitment information, the job description includes being responsible for regional market construction and maintaining Tesla's positive corporate image. The main responsibilities are to handle various government affairs and media-related matters in the region, as well as to grasp the online public opinion dynamics in real time, timely warn and effectively handle the public opinion crisis ... This is in stark contrast to Tesla's practice in the United States. In response to this matter, Tesla China officials have also confirmed that the recruitment news is true.

Why did Tesla do this?

First of all, the consumption potential of China, a powerful automobile market, is too attractive. In China, the car penetration rate is still low, the middle class with the ability to buy cars is growing day by day, and China consumers know more about technology products and are more willing to become early users of electric vehicles.

According to the vehicle registration data, in the first eight months of this year, Tesla delivered 69,565,438+04 domestic models in China. 3. It ranks first in domestic electric vehicle sales. At present, nearly 65,438+0/4 of Tesla's revenue comes from China, and about half comes from the United States. According to people familiar with the matter, the company plans to export electric vehicles made in China to Singapore, Australia, New Zealand and Europe from the end of this year or early next year. Therefore, Tesla needs a professional public relations team to help it rely on and integrate into the China market.

Secondly, with the growth of Tesla's sales, the problems that need to be dealt with are gradually increasing. Not long ago, Tesla cut prices again after five months, domestic models? The entry-level model dropped to 249,900 yuan, and many car owners who just picked up the car spit Tesla to "cut leeks". Tao Lin, vice president of external affairs of Tesla (China), responded to the price reduction six times through Weibo within six days of official announcement.

In the China market, some official Tesla responses were released through Taolin official Weibo. In addition, Tesla also operates a "Tesla Customer Support" account on Weibo, which is mainly used to answer users' questions and respond to official channels of Tesla accidents and accidents.

In addition, in view of Tesla's prosperous career and complicated affairs, the blessing of the public relations team is essential. Tesla CEO Musk recently revealed on his personal social account that Tesla Model? y？ The 7-seat vehicle will be put into production in June 1 1 and delivered in early February 1. Previously, Tesla signed a lease agreement with the Shanghai municipal government. Tesla Shanghai factory must pay 2.23 billion yuan (about 323 million US dollars) in taxes every year from the end of 2023, otherwise the land must be returned. The lease also stipulates that the total investment of Tesla's factory in Shanghai will reach 654.38+04 billion yuan within five years. It is foreseeable that there will be many things waiting for Tesla to coordinate, which may be one of the reasons why Tesla particularly emphasizes government affairs in this recruitment information.

Obviously, in the face of the complicated and highly competitive China market, Tesla has not completely put down the confidence of the public relations team. However, in order to gain a foothold in the China market, Tesla's decision this time is also reasonable.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.