Tesla loses its charm for India’s loyalists — even as Musk finally delivers

This week marked a significant milestone for Tesla as it opened its first showroom in India, located in Mumbai's Bandra-Kurla Complex. Among the first visitors was Vishal Gondal, a dedicated Tesla enthusiast who had reserved a Model 3 back in April 2016, shortly after pre-orders launched. However, despite his long-standing loyalty, Gondal expressed disappointment, stating he has no intention of purchasing a Tesla now. "I felt a little bit underwhelmed," said Gondal, who is also the CEO of fitness-tech company GOQii. After nearly a decade of anticipation, Gondal's enthusiasm waned when he faced challenges in obtaining a refund for his $1,000 reservation fee earlier this year. "Trying to get the money back was a problem," he shared with TechCrunch. "Had we invested that money in Tesla IPO stock, we would have seen greater returns." Many early supporters, like Gondal, have voiced their dissatisfaction. They had hoped for a timely launch of the Model 3, only to find themselves waiting years without receiving their cars. Some, like Amit Bhavani, who also pre-ordered a Model 3, only received their refunds after publicly criticizing Tesla. The showroom launch lacked the excitement often associated with major brand unveilings. Gondal compared the buzz around Tesla's opening to that of Apple's recent store launch in the same mall, noting a stark contrast. "The buzz that Apple was able to create versus Tesla's launch was a world of difference," he remarked. Tesla's new 6,000-square-foot showroom did not extend invitations to its early supporters, leaving them feeling overlooked. Gondal lamented the lack of communication from the company, stating, "The least Tesla could have done was email all the people who reserved the car earlier and said, ‘Guys, we are going to have a special event for you.’" Despite the disappointment among early backers, some, like Kawaljit Singh Bedi, who also received a refund right before the launch, expressed no regrets but are hesitant to purchase a Tesla. Singh remarked, "After all these years I have waited, I’m in no hurry to buy it now." The delayed launch and lack of communication have left many feeling let down. Arun Bhatt, founder of Tesla Club India, noted that many reservation holders are frustrated, questioning whether they would receive any preferential treatment after their long wait. Concerns remain regarding Tesla's Supercharger network and after-sales service in India. While the company plans to establish eight charging stations in Delhi and Mumbai before deliveries start, many are skeptical about its adequacy. "There is no real excitement to own the first car, knowing that there is no Supercharger network also," Kawaljit pointed out. In the backdrop of these challenges, Elon Musk's changing public persona as a political figure has also impacted Tesla's image. Investors are now questioning whether the brand retains its former allure. Kunal Khattar, an EV-focused investor, shared that Tesla has lost some of its appeal due to Musk's political engagements. Tesla's Model Y is now available in India, priced at ₹59,89,000 (approximately $68,000), significantly higher than its U.S. price. Industry experts note that while Tesla's entry into the Indian market is historic, the high pricing and lack of local manufacturing could hinder its success. As the electric vehicle market develops in India, with brands like Tata Motors leading the charge, Tesla's presence may not dramatically alter the landscape. However, it could encourage more consumers to consider electric vehicles as an option in a market dominated by two-wheelers. While sales expectations for Tesla remain cautious, its arrival may help elevate the profile of electric vehicles in India.