Tesla has ramped up the marketing efforts for its new Model 3 car in a sign the group is feeling increasingly confident it can imminently raise production levels.
Competition, however, is also heating up in the electric car market, with the recently launched next generation Nissan Leaf, for instance, starting to receive strong reviews.
Tesla unveiled its Model 3 to showrooms in New York, Boston and Miami on Thursday, giving East coast US residents their first chance to get a close-up view of the car.
Make or break
Retailing at $35,000, the Model 3 is Tesla´s first mass-production car, and as such could well turn into a make-or-break product for the company.
While an astonishing 500,000 customers have already reserved the car, Tesla has been bedevilled by production mishaps, lengthening the time it will actually be able to deliver on the orders.
Tesla had previously hoped to raise Model 3 production to 5,000 cars by the end of 2017. It was subsequently forced to push back the target to the end of March, 2018.
Embarrassingly, Tesla was then left with no other option than to push back the target to the end of June, 2018, as the production problems continued.
Meanwhile, it appears rivals are gradually posing a greater threat in the electric vehicle space.
The similarly priced next generation, all-electric Nissan Leaf is now available for order in Europe, and has been receiving stonking reviews.
“The new Nissan Leaf might make you cancel your Tesla Model 3 order,” says GQ magazine.
The car has a range of 235 miles and can be fully charged in eight hours.