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Electric car firm Tesla runs pop-up display marketing drive ahead of local launch

Electric car manufacturer Tesla will run a third pop-up ‘showroom’ in Sydney as it continues preparations for a major launch into the local market.

The US brand has already staged pop-up displays at Bondi Junction and in Pitt Street in Sydney’s CBD – where a car was hoisted up to the sixth level of Westfield Shopping Centre – and will next week move to Macquarie Centre in Macquarie Park. Visitors will be talked through the specifications of the car and can book a test drive.

The launch of Telsa in Australia marks the next expansion stage of the company which was founded by South African-born business magnate and PayPal co-founder Elon Musk in 2003.

No above the line traditional advertising will be launched with the brand continuing its preferred strategy of driving marketing through digital and social channels. It will handle its media spend in-house with no plans to appoint external agencies.

It will open what is calls ‘service centre plus’ showrooms in Sydney and Melbourne and is also in talks over opening retail stores in shopping centres. No timeline has been given for the openings.

Australia marketing and communications manager Heath Walker, who landed the role in September having been digital marketing director of Nissan Australia for more than three years, told Mumbrella it was already attracting significant interest in Australia with 35,000 views on YouTube video of a vehicle being hoisted up the Westfield Shopping Centre.

“We have had a super positive reaction in Australia. Our vehicle at the pop-up displays have attracted a lot of interest,” he said. “You show someone there is no engine at the front of the car, show them there is no engine at the back and it leads to so many questions about its speed, range and generally how it works.”

Walker described Tesla as a technology company as much as an auto firm, with its electric powered vehicles a conversation point which leads to word-of-mouth marketing.

“People are fascinated and that is some of the best marketing you can have. It is a conversation point,” he said. “We want to drive social engagement and create a community.”

The cars have a range of up to 500km, after which the battery much be charged, with the fastest vehicle type doing zero to 100kmh in 3.4 seconds.

Steve Jones

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