Almost five years ago, the pre-booking for Tesla’s Model 3 generated a response that bordered on frenzy. There were 115,000 reservations in 24 hours, or nearly 4,800 cars every hour! It had taken just one tweet from Elon Musk, Tesla’s founder and CEO, to say the Model 3 would be available in a few countries including India.
The rich and famous wanted a piece of the four-door sedan with its impressive promise of zero to 60 miles per hour in barely six seconds. At a price tag of $35,000 (then around ₹2.3 million), it was the most affordable product from Tesla; those who were interested had to make an initial payment of $1,000.
For a company that has been around only since 2003 (its first launch was the Roadster, a two-seat sports car in 2008), Tesla has made remarkable progress. The brand is positioned to convey that the buyer has ‘arrived’ and has an eye on the future.
Despite the rush, Tesla’s Model 3 was not launched in India in 2016. There were simply not enough charging points. This did not stop Prashant Ruia and Mukesh Ambani from importing a Tesla, though.
In 2020, the brand has c