Tesla opening its Supercharger network to rivals could be a brilliant marketing move from a company that famously doesn't advertise — with one big risk
If you own any electric car that isn't a Tesla, you've probably gazed longingly at the brand's sleek Supercharger stations, which are common andopen up thousands of its roadside fast-charging plugs
to all electric-vehicle owners by the end of 2024. The move brings Elon Musk's firm a new revenue stream and allows it to access public funding for charging infrastructure. Some industry experts also think welcoming outsiders into Tesla's walled garden could be a smart marketing move, particularly for a company thatAccording to Loren McDonald, CEO of EV industry consultancy EVAdoption, the Supercharger network serves as Tesla's single biggest marketing tactic.
Inviting owners of electric Fords and Porsches to plug in at some locations may be Musk's crafty way of building the Tesla brand and showcasing its technology to potential customers, McDonald told Insider. Sam Abuelsamid, an auto industry analyst at Guidehouse Insights, agrees that expanding Supercharger access could help Tesla sell more cars.
"Because Tesla doesn't have traditional dealerships, there are a lot fewer places where you can just stop and browse," he said.
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