Ola Electric, one of India’s first automakers to bypass traditional dealerships and deliver vehicles directly to customers, has encountered its fair share of teething problems with this distribution model.
It has already had to postpone deliveries several times, which explains why software engineer Syed Rabbani is among the thousands of customers who have received their Ola S1 Pro electric scooters at home. He had to wait months for his purchase, but he didn’t have much of a choice.
Living in the small town of Guntur in Andhra Pradesh, Rabbani didn’t have the option of going to a nearby showroom or travelling to Bengaluru, where Ola is headquartered, to get his scooter. His only communication channel with the company is Twitter, which he joined to get updates on his booking. “I never really used Twitter [before this],” he said. “But I was worried about when I would get the scooter. Twitter was the place I went to because that is where all the updates come first. I follow (Ola CEO) Bhavish Aggarwal’s tweets closely.”
This budding community is similar to that of Tesla superfans on Twitter, which is centred on CEO Elon Musk. Among other things, the billionaire uses his Twitter account to keep up with all things Tesla. The company has even closed down its public relations department in the United States, with Musk’s Twitter account serving as the primary source of information.
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