Tesla boldly innovates in its marketing strategy and positions the Tesla Model S in a luxury car for the rich. A large touch center console LCD, or superior acceleration performance, long mileage, zero emissions have made the Tesla Model S stand out from the current market for new energy vehicles. High-end brand services include technical services, pre-sale services, on-sale services, and after-sales services, which must be standardized and high standards to match high-end brands. In the process of positioning, it is necessary to comprehensively analyze the advantages and disadvantages of the product and consumers and competitors. Tesla has locked in the upper-level consumer groups because of its high pricing and new energy sources. These groups have high spending power and enthusiasm for trying new things, especially in high-end white-collar workers in big cities. Unlike other brands of cars, Tesla sets different car models at different levels of consumption, such as Volkswagen, with up to millions of Phaeton and Jetta as low as 70,000. Tesla’s single styles contribute to the product’s most accurate positioning for its target customers. It is because of Tesla’s accurate positioning and understanding of consumer’s psychological aspect that a large number of high-spending consumers are locked in Tesla.
However, the launch of Model 3 seems to be a major change of its former pricing strategy. The car is Tesla’s third-generation product and is the third new platform. Its price is set as 35000 us dollars, which is about the same level with the leaf of Nissan, Bolt of Chevrolet and 500e of Fiat. Based on this, Tesla may hope to win the hearts of the upper-mass class all over the world. In addition to attracting the early minority of consumer groups with interest in electric cars, Tesla must find ways to expand the consumer group into more car buyers.
