Gary Zhou 
Tesla has evolved as a carmaker in a relatively short time, with the company producing well over a million vehicles since the days of the original Roadster. This was done mainly from word of mouth by the electric car manufacturer, as the company and executives such as CEO Elon Musk have implemented a policy that relies on the power of word-of-mouth, not conventional advertising. Even today, unlike other automakers like GM and Ford, Tesla’s ad spending remains negligible.
This system has allowed Tesla to be very innovative with its marketing campaigns, using novel initiatives such as referral systems and touchless test drives to encourage potential customers to try out the company’s offerings. And based on observations from a Tesla owner-enthusiast, the company could have found another important marketing tool for its vehicles, and considering the pandemic, this is something that could work very well.
Tesla Model S owner Eli Burton was lucky enough to check out a new touchless test drive procedure that the California electric car manufacturer has begun introducing at key locations. In order to request a test drive in real-time, the new system allows interested people to scan a QR code and fill out a short form. Tesla will remotely unlock the vehicle and activate its remote driving function once the test drive request is accepted, which would enable test drive participants to use the electric car without a key fob or phone key for 30 minutes.
A glance at the interior of the test drive vehicle reveals that Tesla is focused on keeping its prospective clients as secure as possible. As can be seen in Burton’s video, sanitizing wipes are available in the car for pre-use cleaning of its surfaces. The car also contains a N95 mask that could be used by customers for added security. These little details give the impression that the company is intent on keeping its potential customers as safe as possible during these times, which is something that would likely be appreciated by those participating in the program.
Tesla’s latest touchless test drives during the pandemic might very well be the ideal marketing tool. For example, the Model Y which Burton test drove was located in a parking lot about 60 miles from a Tesla store where test drives are normally performed. Interestingly enough, a person who is familiar with the program told Teslarati that in Chico, Elk Grove and Stockton, California, the touchless program is accessible for now. And the system may be extended to other areas as well depending on the performance of the QR code-based setup in those places.
One of the best ways to sell a Tesla is to get someone to experience one for themselves. It has therefore been an established point in the EV community that test drives are one of the most powerful marketing methods for the brand. Tesla could extend its test drive program at a pace that is much faster than before with its latest QR code-powered touchless method. It could also allow Tesla to give test drives in areas the company has not reached in the past. Overall, the latest touchless test drives could prove to be a huge benefit for Tesla.
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