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- Tesla intends to provide 3,500 fast-charging outlets to electric-car owners by 2024.
- Tesla's Supercharger network used to be only available for Tesla owners in the US.
- Experts believe the plan will help Tesla build its brand and sell more cars.
You've likely looked longingly at Tesla's Supercharger stations if you don't own an electric car. They are ubiquitous and easy to use but were historically closed to the public.
However, this is changing. Tesla will open thousands of its roadside fast charging plugs to electric-vehicle owners before the end 2024. This will give Elon Musk's company a new revenue stream, and allow it to access public funding for its charging infrastructure. Industry experts believe that welcoming outsiders to Tesla's walls could be a smart marketing move for a company that refuses traditional advertising.
Loren McDonald, CEO at EVAdoption, a EV industry consultancy, says that the Supercharger network is Tesla's most important marketing tool. The sprawling network is light years ahead of other charging providers in terms reliability, convenience and number of locations. It attracts buyers and relieves the anxiety of using gasoline.
McDonald's suggested that Musk may have invited owners of electric Fords or Porsches to plug their cars in at certain locations as a clever way to build the Tesla brand and showcase its technology to potential customers.
He said, "The additional brand exposure is probably the main reason behind this."
Guidehouse Insights analyst Sam Abuelsamid agrees that Tesla could sell more cars if Supercharger access is expanded. Insider learned that charging takes time and is more social than simply grabbing gas. This presents a chance for Supercharger patrons get to know Tesla's cars.
He said that Tesla does not have traditional dealers so there are less places to just browse.
Tesla didn't respond to our request for comment.
Tesla is facing questions about the future of its car sales after years of record-breaking growth. It has lowered prices in an effort to sell more cars this year.
Experts said that the charging plan is risky and could have the opposite effect. Tesla drivers might realize that they don't have to purchase from Musk in order to enjoy the Supercharger infrastructure. You might see a Rivian R1T, or chat with a Volkswagen ID.4 driver and decide that a different vehicle is better suited to your needs.
"When the Ford Mustang Mach-E driver plugs into the Tesla Model Y driver's computer and they talk, who knows what could happen?" It could turn out in any direction," McDonald's said.
Another risk is that Tesla owners could be frustrated by a surge in demand for charging stalls, which could lead to congestion at popular stations. Abuelsamid stated that Tesla must be mindful of its customers' experience and not degrade it too much.
He said, "You don’t want to lose the customer base that brought you to where your are today." You also want to have some other benefits.
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By: tlevin@insider.com (Tim Levin)
Title: Tesla opening its Supercharger network to rivals could be a brilliant marketing move from a company that famously doesn’t advertise — with one big risk
Sourced From: www.businessinsider.com/tesla-supercharger-charging-network-marketing-2023-3
Published Date: Fri, 17 Mar 2023 09:00:00 +0000
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