Comparative Analysis on the Marketing Strategy of New Energy Vehicles in China: Taking Tesla and NIO as an Example

Abstract

This paper evaluates and compares Tesla and NIO's marketing strategies in China to conclude why NEVs are commonly used in public transportation but not popularized in private transportation. The analysis is based on the 4Ps and SWOT methodology that includes the evaluation of product strategy, pricing strategy, place strategy, promotion strategy, strengths, weakness, opportunities, and threats of Tesla and NIO. This paper concludes that Tesla and NIO successfully captured the NEV market by utilizing various marketing strategies; whereas NEV complements, such as charging stations, are in short supply which restricts NEV companies from expanding market share in the automobile industry. Further suggestions on research directions and government activities support the realization of the net zero carbon emission objective in the global context of environmental emergencies.