A few years ago, I happened to read about an automotive brand named Tesla Motors. As an enthusiast of the automotive industry, naturally I was very interested in this relatively new automotive brand Tesla. The factor that really captivated me was the fact that as an automotive manufacturer they were NOT producing models fitted with an internal combustion engine like practically all vehicles on the road (for a whole century), but innovating the industry by introducing realistic vehicles powered by a battery powered electric motor (EV).
My first impression upon reading the article left me highly skeptical but extremely enchanted. Seeing a completely new alternative to the rest of the automotive offerings was a big deal! But “how would this brand actually succeed?” was my main source of curiosity about Tesla. My skepticism came from two factors: How will Tesla manage to offer an EV that really works well? And how will Tesla actually survive as a brand, when all they offer is a range of EVs that are in the higher price range competing with the flagship models of the likes of BMW, Audi and Mercedes-Benz?
Well, years later I can say with complete confidence that Tesla has now confirmed its status as a luxury automotive brand. In the first quarter of 2013 (United States), they outsold the flagship models of BMW, Audi, and Mercedes-Benz (7 Series, a8, S-class). “How?” you ask? It would seem very unlikely that Tesla would be able to directly compete and beat other luxury automotive manufacturers.
It is because their brand image is associated with quality, performance, quality, and quality. Tesla managed to make an outstanding product, and the way that they market their brand really focuses on the quality factor. In 2014, consumerreports.org announced the results for best overall vehicle rated by consumers: The Tesla Model S, with a staggering 98% saying that they would purchase the vehicle again. Backing up Tesla’s brand image that spoke of quality and lux.
As somebody that previously disliked the idea of a vehicle without an internal combustion engine, I would say now that if I had a chance to purchase a vehicle of a high caliber, there is a good chance it would be a Tesla. They have taken the automotive industry by surprise, establishing themselves as a luxury brand today.