AutoBeta(AutoBeta.net)02/23 Report--

For any automobile enterprise, marketing and public relations are an indispensable part. The level of marketing promotion and the reasonable degree of public relations handling events will affect the neat image of an enterprise and brand. Recently, it has been reported that Tesla will hire more people for the Chinese public relations team.

Tesla will hire new employees to work in Shanghai and Beijing, according to a person familiar with the matter, according to the Financial Associated Press. At least four new employees have recently joined the team, mainly responsible for public relations, a person familiar with the matter said.

Prior to this, Tesla had disbanded the global core public relations team at the US headquarters and relied solely on CEO Musk to maintain the brand image and carry out unified publicity, which means that in the face of the special market environment of China, Tesla urgently needs to expand the "special" public relations team, so as to deal with the public opinion crisis well.

The person familiar with the matter also revealed that Tesla eventually hired two media-oriented public relations personnel in China. However, Tesla, a representative from China, did not immediately respond to a request for comment on the insider's statement.

In fact, in October last year, Tesla recruited a regional external affairs manager. According to previous recruitment information, Tesla China has decided to recruit regional external affairs managers in cities such as Beijing, Shenzhen and Guangzhou. The main responsibilities will not only support Tesla's business development in the regional market, but also "handle various regional government affairs and media-related matters" and "grasp the trends of public opinion on the Internet in real time." timely early warning and effective handling of public opinion crisis "," collect and develop new strategic plans "and so on.

However, in the Chinese market, most of Tesla's official responses are sent through the official Weibo account of Tao Lin, vice president of foreign affairs of Tesla.

As Tesla brought home-made Model 3 and Model Y models in the Chinese market, its sales and orders continued to rise. At the same time, a series of mistakes about Tesla's abnormal acceleration, battery fire, and vehicle remote upgrade (OTA) are also increasing, resulting in Tesla also under a lot of pressure from public opinion, and even interviewed by regulators in the Chinese market to carry out rectification.

On the evening of February 8, the State Administration of Market Supervision and Administration, together with the Central Internet Information Office, the Ministry of Industry and Information Technology, the Ministry of Transport and the Fire Rescue Bureau of the Ministry of Emergency Management, jointly interviewed Tesla Automobile (Beijing) Co., Ltd., Tesla (Shanghai) Co., Ltd., about abnormal acceleration reported by consumers, battery fire, vehicle remote upgrade (OTA) and other issues.

In response to the interview between the five departments, Tesla issued a statement in response: Tesla sincerely accepted the guidance of government departments, deeply reflected on the shortcomings of the company in the business process, and comprehensively strengthened self-inspection. We will strictly abide by Chinese laws and regulations and always respect the rights and interests of consumers. At present, the company is strengthening the internal working mechanism and process and strengthening the internal management in all aspects under the guidance of the competent government departments. For the problems reflected by consumers, we will systematically investigate, earnestly implement the protection of consumers' rights and interests, further implement the main responsibility of enterprises for quality and safety, and effectively maintain social and public safety. we will better contribute to the healthy and healthy development of China's new energy vehicle market in the future.

Although Tesla showed sincerity in dealing with Tesla in the interview with the five departments, Tesla almost did not respond publicly to several accidents of the brand, and was basically indifferent, so that netizens jokingly called him "the man who threw the pot".

And frequent product problems, but also let Tesla brand halo gradually fade. In the first month of the new year, Tesla delivered only 15484 new cars. Although the accumulative total of domestic models reached 461.4% compared with the same period last year, it plummeted 35% from the 23804 in December, an overall decrease of 8320 vehicles, of which Model 3 sales fell 42% to 13843. There are industry analysts that this is due to the reduction of domestic delivery by Intezra and the improvement of the delivery of imported models.

In any case, Tesla collectively disbanded the public relations team at the US headquarters because Musk thought that Tesla did not need to spend heavily on advertising and marketing, and Tesla's model had its own halo. According to statistics, Tesla's marketing expenses in 2019 are only 186 million yuan. Now, Tesla is wantonly recruiting in China, in sharp contrast to it, which reflects that Tesla needs to stabilize his brand image in the Chinese market, so in the face of the current pressure of public opinion from Tesla in China, it is necessary for Tesla to strengthen China's public relations team.

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