Tesla Opens Up to Australian Customers After Sales Decline

Known for having a $0 marketing budget, Tesla is now actively engaging with the Australian public for the first time in years. After a staggering 72% decline in February, the company has made a surprising shift: openness.

A Return to the Spotlight at Everything Electric Expo

Tesla’s presence at Sydney’s Everything Electric expo over the weekend was notable because of the cars on display and the conversations around them.

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For a brand that has spent years avoiding traditional media and direct engagement, its participation in an Australian motor show marks a significant shift. The expo featured a host of emerging Chinese EV brands, European and South Korean stalwarts, and energy companies. Yet, Tesla stole the show by rolling out its highly anticipated Cybertruck, the refreshed Model Y, its home battery solutions, and even a humanoid robot.

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Tesla Finally Talks

Since 2020, Tesla employees have been under strict orders not to speak to journalists, leaving CEO Elon Musk as the company’s only spokesperson. Now, that’s changing.

Thom Drew, Tesla’s country director for Australia and New Zealand, was present at the expo and actively engaged with the media. “We have future products that we’d like to launch, and we want to connect with Australians and remind them that we are number one in EVs,” he said.

Despite the sharp decline in sales, Tesla remains the dominant EV brand in Australia. Drew insists the drop is temporary, attributing it to a transitional phase between model updates. “Sales are reported on deliveries. We’ve been taking orders for the new Model Y, which doesn’t arrive until May, so we’re expecting to see the sales results we are seeing now represented publicly once those vehicles arrive.”

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Cybertruck: Australia’s Next Big Ute?

The star attraction at Tesla’s booth was undoubtedly the Cybertruck. With its futuristic, stainless-steel exterior and bold design, it has divided opinions worldwide. But does it have a place in Australia’s beloved ute market?

Drew is confident. “We’ve had some great responses. It’s been polarising for a few people, we appreciate that, but overall, it’s a huge segment in Australia, and we want to be part of that.”

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One major concern has been whether the Cybertruck could meet Australian compliance standards. Drew reassured attendees that a feasibility study had already been completed and that “relatively minor changes are required” to make it road-legal Down Under. As for pricing and launch timelines, there have been no commitments yet.

Competition and Tesla’s Long-Term Vision

With an influx of new Chinese EV brands entering the Australian market, some might see Tesla’s dominance being challenged. But Drew welcomes the competition.

“It’s great to have competition, and our mission has been to change the industry, not just sell cars of our own. Our target continues to be the internal combustion and hybrid industry. We want to get those cars off the road and less emissions into the atmosphere.”

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Despite increased competition, Tesla still holds a major advantage: its Supercharger network. With 109 charging stations nationwide and more expansion planned, the brand remains a leader in infrastructure.

Tesla’s Global Struggles

While Tesla fights to maintain its grip on the Australian market, the brand faces larger challenges worldwide. European sales nearly halved last month, and protests at U.S. dealerships signal growing unrest. The company’s stock market value has also taken a significant hit. However, at $US823 billion ($1.3 trillion), Tesla remains the world’s most valuable car manufacturer, still worth more than three times as much as second-placed Toyota.

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Elon Musk’s controversies have only added to Tesla’s struggles. From social media outbursts to his alleged Nazi salute at a recent event, Musk has become a divisive figure. Some believe this is beginning to impact the brand’s perception.

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When asked if Musk’s behavior was affecting Australian sales, Drew dismissed the notion. “We’re not really seeing a huge amount of feedback there. We’re really just focusing on our products and what we’re doing in the market.” On whether Musk’s actions are a liability, Drew simply responded: “I’m not going to comment on politics.”

What’s Next for Tesla in Australia?

Despite the setbacks, Tesla remains optimistic. The company is betting on its new lineup—especially the updated Model Y and the possibility of the Cybertruck to revive sales.

With a newfound openness, an expanding charging network, and strong brand recognition, Tesla isn’t backing down. Whether this strategy will be enough to fend off rising competition and public scrutiny remains to be seen, but one thing is certain: Tesla is no longer staying silent.