Leading American automaker Tesla will bring its luxury electric vehicle models to the popular 2023 IAA Mobility Show at Munich’s Königsplatz in Germany, which will occur from September 4 to 8, 2023.
Notably, the EV giant does not usually join these kinds of automotive shows as it has very different marketing strategies. Tesla largely relies on the traditional “word of mouth” approach and aggressive pricing strategies.
However, the Musk-led automaker is yet to reveal which models will join the highly awaited German auto show. Considering its previous efforts in hyping up the electric pickup, it would be unsurprising if Tesla decided to exhibit the Cybertruck. Moreover, on Saturday, Tesla announced that it successfully produced its first-ever Cybertruck at Gigafactory Texas.
Tesla tries new marketing strategy
As per Germany’s DPA news publication, Tesla will get about 200 square meters (2,152 square feet) booths for its electric models.
It is worth noting that Tesla’s strange decision to join the IAA Mobility ensued while its rivals looked to reduce their marketing expenses. In fact, multinational automaker Stellantis will only bring its Opel brand to the German auto show, considering the wide range of brands it has.
As mentioned, Tesla does not usually participate in these kinds of big auto shows even if it has new models for launching.
In hindsight, the EV giant initially joined in such a marketing event at the 2006 San Francisco Auto Show to launch the Tesla Roadster.
Many years after that, Tesla exhibited its famous all-electric crossover Model 3 at the 2017 Los Angeles Auto Show. It also entered the Shanghai Auto Show in 2021 in China.
Tesla prefers to hold its own events either physically or virtually as it offers a more controlled setting for marketing its products. Moreover, it enables the company to easily reach a wider audience with a more cost-effective approach.
See Also:
- Tesla showed consistent growth in the European auto industry in May 2023, capturing 2.63% of the market
- Tesla China to attend the 2023 Shenzhen Auto Show, might exhibit the refreshed Model 3
- Tesla finally produced its first Cybertruck at Giga Texas
- Tesla is the most searched auto brand in the US, Google data shows
- Tesla integrates credit card reader to its new V4 Supercharger: Is it a subsidy effort?
Major electric automakers Renault, Opel, and Ford also announced plans to join the auto show, along with Chinese brands BYD, Leapmotor, Seres, FAW’s Hongqi, and Dongfeng.
Despite Tesla’s strange move, it will still offer the company an opportunity to boost its popularity among EV enthusiasts. It can also expand its customer base in the continent, which may increase its market share and revenue.
