The landscape of electric vehicles in Thailand has been significantly shaped by over 1,000 grey market Tesla cars. These vehicles, bereft of essential navigation and map systems, represent the dedication of early adopters who embraced Tesla’s vision before its official entry into the Thai market.
The Cost of Early Adoption
Prior to Tesla’s official launch in Thailand in 2022, enthusiasts imported Teslas from right-hand drive (RHD) countries, such as Hong Kong and the UK. They paid steep premiums for this privilege. The Tesla Model 3 Standard Range Plus (SR+)/Model Y SR+ fetched around 3.2 million baht (approximately $88,889 USD, at 36 baht per USD). The Tesla Model 3 Long Range (LR) was priced around 3.6 million baht (about $100,000 USD), while the Tesla Model Y LR was even costlier, at 3.7 million baht (approximately $102,778 USD). This pricing was significantly higher than the current market rates.
Unfulfilled Promises and Support Issues
In the year 2022 since its establishment in Thailand, Tesla has notably failed to deliver critical software updates to grey market vehicles. Owners of these vehicles have been particularly disadvantaged by the absence of vital navigation and map functionalities. A specific instance that underscores this issue is a commitment made by Tesla Thailand in May 2023, promising the delivery of these crucial updates by June of the same year.
However, as of November 2023, a full six months past the initial deadline, these updates have yet to materialize. This prolonged waiting period, marked by the lack of communication and fulfillment of promises, has significantly amplified the frustration and dissatisfaction among Tesla owners in Thailand. The continued delay not only reflects on Tesla’s customer service but also raises questions about the company’s reliability in honoring its commitments to its customer base, especially those who were early adopters of the brand in a new market.
Assistance and Roadblocks from Tesla Singapore
In a twist, Tesla Singapore remotely updated a UK-imported Tesla Model 3 with Southeast Asian maps for 219 Singapore dollars (approximately $166 USD, with 1 Singapore dollar equaling 26.28 Thai Baht, or about 8,323 baht). However, following increased requests from Thai owners, this service ceased, reportedly due to Tesla Thailand’s intervention.
Cite: Facebook post
Financial Offers Overlooked
Thai Tesla owners, including Mr. Ton, have offered up to $500 (about 18,000 baht) for enabling map and navigation services, a sum double the rate of the Singapore service. Yet, Tesla Thailand has declined these offers, leaving the issue unresolved. (Cite on this below video)
Grey Market Users: Pioneers Overlooked?
The plight of grey market Tesla owners in Thailand underscores a significant issue in the global automotive industry. These early adopters, who have been crucial in popularizing Tesla in Thailand, feel neglected. Without their advocacy and word-of-mouth promotion since 2020, Tesla’s current success in the ASEAN region, particularly in Thailand, might not have been possible. They served as de facto brand ambassadors, testing and validating Tesla’s products long before the official launch.
iMoD: Apple brand ambassador in Thailand, with over 524,000 YouTube subscribers.
ExtremeIT: AMD brand ambassador, with over 717,000 YouTube subscribers.
BanKii: Tech and life style YouTuber with 3.37 million subscribers.
iAumreview: IT gadget reviewer with 517,000 YouTube subscribers.
Marketing Everyday: Data science marketing expert with 246,000 Facebook followers.
TKF Racing: Nissan GTR authorized dealer and supercar expert with 50,000 YouTube subscribers.
As a result, Tesla benefited from extensive free marketing, courtesy of these early adopters and influencers. Despite their substantial contributions to Tesla’s brand awareness in Thailand, these same individuals are now struggling to obtain essential support from Tesla, specifically for maps for their vehicles. This lack of response from Tesla not only overlooks their needs but also raises questions about how the company acknowledges and appreciates the early and significant contributions of its supporters.
Consequences of Lacking Navigation Systems for Grey Market Tesla Owners
The absence of a navigation system in grey market Tesla vehicles in Thailand has led to several practical challenges for owners. A significant issue is the inability to preheat the battery when approaching a Tesla Supercharger. This preheating process is crucial for optimizing charging speed. Without the navigation system to automate this process, grey market Teslas charge much slower compared to those with the system, reducing the efficiency and convenience of the charging experience.
Additionally, the lack of an integrated navigation system forces owners to rely on their phones for route guidance. This workaround not only detracts from the driving experience but also increases the risk of accidents. Tesla’s built-in display is designed to enhance safety and ease of use by providing drivers with essential information directly within their line of sight. However, the unavailability of this feature in grey market cars, due to Tesla Thailand’s oversight, negates one of the key safety and convenience features of Tesla vehicles, placing these drivers at a disadvantage and potentially compromising their safety on the road.
Mr. Ton’s experience highlights another issue: the absence of an integrated navigation system in these vehicles forces owners like him to depend on their phones or devices like iPads for directions. This is not just inconvenient but also dangerous. For instance, Mr. Ton has to place his iPad on top of the Tesla screen to navigate while driving, a setup that is impractical and poses a risk of the device falling at any moment. This workaround detracts from the driving experience and increases the likelihood of accidents. Tesla’s built-in display, designed to enhance safety and usability by providing essential information within the driver’s line of sight, is unfortunately not available in grey market cars due to oversight by Tesla Thailand. This omission strips these drivers of key safety and convenience features inherent in Tesla vehicles, placing them at a significant disadvantage and potentially compromising their safety on the road.
Contrasting with Elon Musk’s Vision
Elon Musk’s 2017 acknowledgment of early Tesla adopters starkly contrasts with the current situation. His words, “Wanted to say thanks to all that own or ordered a Tesla. It matters to us that you took a risk on a new car company. We won’t forget,”
now echo with a sense of irony among Thai Tesla owners. There’s a growing sentiment that Tesla Thailand is disregarding the very group that laid the groundwork for its current success.
What are the standards set by Tesla for its operations in Thailand?
The ongoing struggle of grey market Tesla owners in Thailand reflects a complex dynamic between a pioneering brand and its early supporters. The lack of support and apparent effort to sideline these early adopters not only affects the functionality of their vehicles but also raises questions about Tesla’s commitment to its foundational customer base. As Tesla continues to grow, the resolution of this situation remains a point of keen interest and concern within the Tesla community and the wider automotive industry.
