Musk Employs Unusual Marketing Plan for Model 3: 'Anti-Selling'
- Tesla CEO concerned some buyers think sedan is Model S upgrade
- Strategy to continue for six to nine months, Musk says
Tesla Says Model 3 Production Is on Track
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An unlikely naysayer has emerged as Tesla Inc. prepares to market the all-important Model 3 sedan to consumers: Elon Musk himself.
Two months before the electric-car maker plans to begin production of its first vehicle to sell for near mass-market prices, the chief executive officer told investors he’s concerned expectations are too high. Tesla will be “anti-selling” the Model 3, offering no test drives or advertising for six to nine months, he said after reporting a first-quarter loss.