A recent weekend outing to a large shopping center turned into a nightmare for a 30-something office worker, Kim. After briefly stepping away, he found that the doors of his Tesla had locked due to a low-voltage state, leaving his child trapped inside. In a desperate move, Kim had to break a window to rescue the child. When he later contacted the service center, he was told, "Handle the repairs yourself."
On July 8, industry reports indicated that controversy is growing over Tesla's customer service approach in South Korea. Consumers are finding it difficult to receive immediate guidance during vehicle malfunctions or accidents, and there are repeated instances where post-incident responsibilities seem to fall solely on the consumer.
Tesla vehicles minimize physical buttons, relying heavily on displays and software for most functions. While this design is praised for its innovative user experience, it poses challenges for average consumers during exceptional situations like battery depletion or system errors.
One notable issue is the inability to open doors in emergencies. In South Korea, two fatal incidents related to delayed door openings were reported in December 2020 and October 2024, where electronic doors failed to operate during fires, hindering rescue efforts. This issue is similar to Kim's experience when his vehicle entered a low-voltage state.
In contrast, most automakers design electric vehicles (EVs) to operate mechanically as well. An industry insider noted, "Typically, the door handles are electronically embedded, but in emergencies, they pop out mechanically. This is a safety standard."
Tesla's safety controversies are compounded by its pricing policies, which have led to growing consumer distrust. The company has frequently adjusted prices in South Korea without clear criteria. With the increase in Chinese-made inventory and changes in sales strategies, prices have fluctuated, leading some to question whether Tesla's pricing is essentially market-driven.
Looking at the order wait times in the Chinese market and the pricing trends in South Korea, these suspicions are further validated. According to Chinese electric vehicle media outlet CnEVPost, as of June 2024, the expected delivery period for all trims of the Model 3 and Model Y in China has shortened to 1-6 weeks, interpreted locally as a sign of weakening demand.
Around the same time, South Korea saw price reductions and discounts for the Model Y. The Model Y RWD dropped from 56.99 million won at its 2023 launch to 52.99 million won in April 2024. Additionally, a discount of around 3 million won was applied to the Model Y Long Range in June. This has led to concerns that the South Korean market is being used to absorb excess Chinese Tesla inventory.
Experts believe there are issues with Tesla's pricing strategy, especially as sales in other markets like the U.S., Japan, and China have declined while South Korea's sales have uniquely increased. Kim Pil-soo, a professor at Daelim University, stated, "While sales are dropping in the U.S., Japan, and China, they are increasing in South Korea. The recent price hike right after the announcement of subsidy policy is also problematic." He added, "The profits made in Korea are not reinvested domestically, resulting in zero social contribution."
On July 8, industry reports indicated that controversy is growing over Tesla's customer service approach in South Korea. Consumers are finding it difficult to receive immediate guidance during vehicle malfunctions or accidents, and there are repeated instances where post-incident responsibilities seem to fall solely on the consumer.
Tesla vehicles minimize physical buttons, relying heavily on displays and software for most functions. While this design is praised for its innovative user experience, it poses challenges for average consumers during exceptional situations like battery depletion or system errors.
One notable issue is the inability to open doors in emergencies. In South Korea, two fatal incidents related to delayed door openings were reported in December 2020 and October 2024, where electronic doors failed to operate during fires, hindering rescue efforts. This issue is similar to Kim's experience when his vehicle entered a low-voltage state.
In contrast, most automakers design electric vehicles (EVs) to operate mechanically as well. An industry insider noted, "Typically, the door handles are electronically embedded, but in emergencies, they pop out mechanically. This is a safety standard."
Tesla's safety controversies are compounded by its pricing policies, which have led to growing consumer distrust. The company has frequently adjusted prices in South Korea without clear criteria. With the increase in Chinese-made inventory and changes in sales strategies, prices have fluctuated, leading some to question whether Tesla's pricing is essentially market-driven.
Looking at the order wait times in the Chinese market and the pricing trends in South Korea, these suspicions are further validated. According to Chinese electric vehicle media outlet CnEVPost, as of June 2024, the expected delivery period for all trims of the Model 3 and Model Y in China has shortened to 1-6 weeks, interpreted locally as a sign of weakening demand.
Around the same time, South Korea saw price reductions and discounts for the Model Y. The Model Y RWD dropped from 56.99 million won at its 2023 launch to 52.99 million won in April 2024. Additionally, a discount of around 3 million won was applied to the Model Y Long Range in June. This has led to concerns that the South Korean market is being used to absorb excess Chinese Tesla inventory.
Experts believe there are issues with Tesla's pricing strategy, especially as sales in other markets like the U.S., Japan, and China have declined while South Korea's sales have uniquely increased. Kim Pil-soo, a professor at Daelim University, stated, "While sales are dropping in the U.S., Japan, and China, they are increasing in South Korea. The recent price hike right after the announcement of subsidy policy is also problematic." He added, "The profits made in Korea are not reinvested domestically, resulting in zero social contribution."
* This article has been translated by AI.
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