Tesla Korea launched the new Model Y earlier this month, but complaints have been pouring in from consumers even before the vehicle deliveries. This is because, although they accepted pre-orders for the brand's first limited edition and most expensive trim, they belatedly communicated that some options are not available for order.
Recently, Tesla Korea released a modified version of the Model Y, known as the 'Juniper.' This is the new version that comes four years after the official domestic launch of the Model Y in 2021. The Model Y is Tesla's representative sports utility vehicle (SUV) and was the best-selling electric vehicle in both domestic and international markets last year.
The new Model Y has garnered significant interest as it has been priced lower than the previous model. The prices by trim are as follows: the limited edition launched series at 73 million won, the all-wheel drive long range at 63.14 million won, and the rear-wheel drive (RWD) at 52.99 million won. It is about 7 million won cheaper than the previous model's price of 59.99 million won.
On the day sales began domestically on the 2nd, there was a rush of people trying to place orders, causing the official Tesla Korea website to temporarily crash. At the end of last month, long waits of 1 to 2 hours occurred at showrooms in areas like Yeouido, Seoul, and Hanam, Gyeonggi Province, to see the new Model Y in person.
However, during the process of handling limited edition orders received early, there were disruptions. When customers chose white for the vehicle's interior color, Tesla Korea induced them to change or cancel the option, citing a shortage of supply. It was reported that the stock for that option had already run out in the United States.
Consumers who had completed their vehicle pre-orders earlier this year, waiting only for delivery, reacted with disbelief. They pointed out that the options in short supply were offered as contract conditions for several months, and they were informed unilaterally that orders were not possible with no clear guidance.
Consistent criticism has been directed at Tesla Korea for its inadequate response to the domestic market. In 2021, it abruptly halted sales, citing a shortage of the Model 3 long range, while sales continued in the U.S., Europe, China, and Japan even with prolonged waiting periods, causing issues. Additionally, the lack of a price reduction policy in the domestic market, which other countries implemented, was also noted as a point of dissatisfaction.
South Korea ranks third in Tesla sales in the Asia-Pacific market, following China and Australia, yet Tesla Korea's representative is Yvon Chan, who also serves as the head of Tesla's operations in Thailand and Taiwan. Director Chan's effective distance from domestic management has led to a structure where the country manager essentially oversees the Korean operations.