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Electric car maker Tesla Motors Inc. (TSLA) is looking to develop a network of superchargers in China that would allow drivers to travel for free over long distances beginning most probably with the Beijing to Shanghai corridor.
Diarmuid O'Connell, vice president corporate and business development at Tesla, said the company recently has started taking steps to make the network a reality but declined to give a time frame for completion.
Tesla already is developing a similar network in the United States. Its customers soon will be able to drive from coast to coast for free using a network of superchargers. Further expansion is planned. The company also is developing a similar network in Europe.
If successful, Tesla's development of a charging network in China would represent a major achievement. The Chinese government has been pushing electric vehicles as a solution to the country's pollution woes. But it has been largely unsuccessful mainly because of the difficulties of setting up charging infrastructure.
"We're beginning to speak with the folks that we need to speak with," in China, said Mr. O'Connell, citing property owners and electricity providers as examples.
China's powerful State Grid Corporation of China is among the largest utility companies in the world.
Mr. O'Connell is confident Tesla can overcome any potential problems associated with setting up its supercharger network in China.
"Every market has its peculiarities," he said, noting recent experience Tesla gained in the Netherlands, Germany, Austria and Switzerland. "We have a lot of experience with the heterogeneity of the problem."
Having a supercharger network wasn't necessary for driving a Tesla in China, he said. Chinese customers could still meet all their driving needs by charging their cars at home or by using public infrastructure, he said.
Tesla wasn't a threat to China and its plan to become leader in new energy vehicle but instead was an opportunity, Mr. O'Connell said.
"I completely respect the desire of the national, provincial and city governments to support local manufacturers and to get a domestic industry going and if that's in EVs then all the better," said Mr. O'Connell.
He said the greatest benefit Tesla can provide to the industry both in the U.S. and China was as a catalyst to spur adoption of electric cars, he said.
"The electric vehicles that have been developed over the course of time prior to Tesla have not inspired car buyers and they have no delivered a value proposition, that's our role," he said.
Tesla currently has one a showroom and one service center in Beijing and has plans to expand "aggressively" with Shanghai the next target. "We're very anxious to get broad distribution," he said.
Chinese buyers can order Model S and Model X versions of the Tesla by placing a down payment of 250,000 yuan (around $41,000). Delivery is scheduled for around the end of March.
He said the company had seen a "tremendous" response in China from a "progressive cadre of folks who are making reservations sight unseen, pricing unknown," he said. Tesla hasn't announced its pricing for China.
He didn't disclose order figures but when pressed whether the scale was tens or hundreds of customers he replied: "We wouldn't be happy if we were taking tens of reservations."
Mr. O'Connell said he would like China to eventually replace Norway as Tesla's biggest international market in terms of vehicle sales, but would not say by when that might occur.
Tesla didn't see Chinese electric-car maker BYD Co. as a competitor. "We don't compete with EVs. The car was designed to compete with other vehicles in its class such as the BMW 5 series or the Mercedes E-class or S-class," he said. "As far as I know, no Chinese EV manufacturer has got anything in our segment," he said.
Tesla has faced some difficulties in China in terms of registering its name. Chinese businessman Zhan Baosheng already registered one Chinese transliteration of the name Tesla that doesn't have any obvious meaning or connotation. This has forced Tesla to go with another transliteration the meaning of which can have an undertone for some Chinese of new money or commoners putting on airs.
"The trademark issue is not going to inhibit us in terms of our market entry," said Mr. O'Connell.
Electric car maker takes first steps towards developing a network of superchargers in the country.