Subpar service could prevent Tesla from making a bigger splash in Germany, where exacting car owners value how painstakingly their BMWs and Mercedes are cared for.
Elon Musk has a huge financial incentive to turn on full-service driving. But is Tesla anywhere close to ready?Nextmove isn’t an isolated case. German social-media platforms and online forums are abuzz with customers airing complaints about faulty parts from sensors to suspensions. Many also describe Tesla’s sales organization in the country as unresponsive.
Volk chronicled an odyssey with Tesla that began with a car that couldn’t be handed over because of a defective main display. The company opted to source another Model 3 from its European pool and set a new handover date for a month later. Then, that car had stains on the outside and the interior, and a cable dangled from where there should have been a light for the back seats. The charging cables and winter tires he ordered were nowhere to be found.
“Generally, early-adopter customers forgive unconventional newcomers like Tesla a lot of things,” said Stefan Bratzel, a researcher at the Center of Automotive Management near Cologne, Germany. “But the more Tesla enters broader customer segments, the more distribution and service have to function.”Sales of the Model 3, Tesla’s most affordable model, helped make Tesla the fastest-growing auto brand in Germany in the first seven months of this year, according to data from industry watchdog KBA.
Then again, Musk is betting the looming shift toward electric cars and digital services will upend the retail and after-sale business. Battery-powered autos have fewer components that are at risk of breaking down. Tesla also plans to expand its fleet of mobile service vehicles by 50% and increase mobile service coverage fivefold this year in Europe, according to the spokesperson.
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