In the burgeoning landscape of electric vehicles, Tesla has emerged as a symbol of innovation and a harbinger of a sustainable future. However, a recent incident in Thailand in 2023 involving a customer, Mr. Pokpong, and his purchase of a Tesla Model Y RWD, has brought to light questions regarding the company’s sales ethics and customer relationship management, particularly in the Thai market.
An Exciting Purchase Turns Bitter
Mr. Pokpong embarked on a journey that many electric vehicle enthusiasts dream of – purchasing a Tesla. His excitement was palpable as he and his partner decided to purchase a Tesla Model Y RWD for 1,959,000 Baht ($52,946) after a delightful test drive on September 11th. However, the subsequent events not only financially impacted him but also raised ethical questions about Tesla’s sales and customer service ethics.
Persistent Pressure from Delivery Advisor
Despite initially agreeing to a delivery date of October 17th, Mr. Pokpong found himself under significant pressure from Tesla’s Delivery Advisor (DA) to accept the vehicle much earlier, on September 29th.
Within a single hour, he received seven calls from the DA, each nudging him to make a decision and accept the vehicle earlier than planned. Eventually, he acquiesced to the new date, only to be met with a disheartening price drop to 1,699,000 Baht ($45,919) just three days post-delivery, resulting in an unexpected loss of 260,000 Baht ($7,027)
A Collective Discontent Among Customers
This incident was not isolated. A Line group of nearly 50 Tesla customers shared similar experiences, cumulatively losing a significant $351,351 (13,000,000 Baht). This total loss equates to the price of approximately 7 Tesla Model Y RWD vehicles, highlighting a tangible impact on the customers affected.
Understanding and Empathy Amidst Discontent
Mr. Pokpong expressed understanding towards Tesla’s operational level employees, acknowledging they have to follow orders. However, he also wished for Tesla to empathize with him and other customers in a similar situation. His case was not about questioning the price drop after choosing to accept the car on September 29th, but rather about being persuaded by Tesla to accept the car earlier than the agreed-upon time, leading to his financial loss while Tesla gained.
Seeking Answers and Resolution
Upon learning about the price reduction, Mr. Pokpong immediately sought answers and resolution from Tesla, visiting the Tesla Center and engaging in conversations with every available representative. He requested to submit a petition and sought a meeting with the manager, only to be met with dismissive responses and no tangible progress in resolving the situation.
Elon Musk’s Perspective on Price Fluctuations
Elon Musk, CEO of Tesla, once stated, “When prices go down, those who already bought want the lower price, but, if prices go up, those who already bought don’t want to write Tesla a check. So it goes.” This statement, made on March 12th, 2019, reflects a pragmatic view of price adjustments in business. However, the experiences of Mr. Pokpong and others bring forth a question of whether ethical boundaries were crossed in the pursuit of adhering to this perspective.
Navigating Ethical and Customer Relationship Challenges
In 2023, Tesla faces a pivotal moment in the Thai market, where maintaining ethical practices and positive customer relationships are crucial for sustaining a brand’s reputation. The actions of the DAs, prioritizing short-term sales over long-term customer relationships, have potentially sown seeds of distrust among Thai customers.
A Plea for Ethical Business Practices
In Thailand, where customer satisfaction and word-of-mouth are paramount, the actions of Tesla’s DAs could potentially erode trust and long-term relationships with Thai customers. It is not merely a dialogue about ethical business practices and customer respect but a sincere plea for maintaining a brand’s reputation in specific markets.
Reflecting on Past Policies
Tesla’s previous return policy, which allowed customers to return their vehicles within seven days of purchase if unsatisfied, provided a safety net for customers making such a significant investment. However, its abrupt removal in October 2020 left customers without this layer of purchase protection.
Cite : Hotcar
A Sincere Appeal for Ethical Consideration
In conclusion, while we welcome and appreciate Tesla’s innovative presence in Thailand, the incidents involving Mr. Pokpong and other customers underscore a pressing need for Tesla to reevaluate its sales tactics and customer relationship management. The ethical questions raised by these incidents, coupled with the potential erosion of customer trust, present a challenge that Tesla must navigate with utmost care and sincerity.
Tesla, as a global leader in the EV market, is tasked with not only pioneering technological advancements but also upholding ethical business practices that foster positive, long-term relationships with its customers. The company must devise better solutions and perhaps revisit its policies to ensure that incidents like these do not create chaos and dissatisfaction among the EV community in Thailand and other markets.
Balancing business objectives with ethical practices and customer satisfaction will be pivotal in sustaining Tesla’s reputation and market position in the future. We look forward to seeing Tesla thrive in Thailand, but with a keen emphasis on ethical practices that resonate with our societal values.
Note: This article aims to present the facts and perspectives provided and does not intend to portray Tesla in a negative light. It is essential to consider multiple viewpoints and understand that company policies and market dynamics can be complex and multifaceted.
