Tesla’s Current Approach To Model X – Anti-Sell And Avoid Stoking Demand
Tesla Motors CEO Elon Musk was asked about Model X demand during the recent Q2 conference. He responded saying that demand is huge, despite the automaker actively trying to anti-sell this model:
“I guess what’s important to appreciate for the X, that there — let’s just put the orders in context. There are no cars available for a test drive. There is no information about the cars in our stores because we’re only selling the S. In fact, if somebody comes in who wants to buy the X, we try to convince them to buy the S. So we anti-sell it. And we don’t really provide all that much information or details about the car or provide [indiscernible] on when you can get it. Despite all that, there’s huge demand from around the world for the X.”
Because Model X is delayed to until Spring 2015 (start of series production), Tesla would rather sell you Model S and this is what the automaker intends to try to do for quite awhile.
Tesla notes that nobody wants to vex customers by forcing them to wait too long on their dream car (China, where some customers fell into rage after long waiting for Model S, would be a good example of that).
For now, unofficial data indicates that reservations for Model X are close to 15,000, from which maybe just 3,000 are outside of the US.
But we do wonder how this anit-sell tactic will work for Tesla. It’s got to be the first time we’ve heard an automaker say it’s trying to anti-sell a product and attempting to avoid stoking demand.
What do you make of this unique
selling anit-selling approach?