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Tesla brand consideration drops by 3% in Q4, but it doesn’t mean much

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New data from Kelley Blue Book shows consideration for Tesla vehicles dropped from 12 to 9 percent in Q4 compared to Q3, but it doesn’t mean all that much, considering the company is selling cars well beyond its manufacturing capabilities.

Tesla has bounced around in KBB’s luxury brand consideration studies over the past several quarters. After scoring as high as 15 percent in Q2 of last year, other luxury brands snuck in, and Tesla slipped to fifth for that quarter. KBB said it was because luxury rivals had moved into the EV sector.

In Q4, Tesla was sitting at 12 percent in Q3, good enough to place it in sixth. However, consideration has continued to fall, as another three percent slide in Q4 has Tesla sitting in eighth, behind Buick with 11 percent and ahead of Volvo at 8 percent.

Brand loyalty studies performed by the publication have shown that CEO Elon Musk’s purchase of Twitter last year may have rubbed some consumers the wrong way.

However, KBB believes Tesla will trend upward on the Q1 2023 consideration study as the company slashed prices in the U.S. market by 13 percent in January and now has its entire Model Y lineup qualifying for government tax credits.

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Tesla Model Y’s complete lineup now qualifies for EV tax credits through Inflation Reduction Act

Tesla has utilized its world-class margins, which allow it to fluctuate pricing to resurge demand and consideration for its vehicles. The company has used these massive price cuts to push consumers toward its vehicles, and some automakers have responded with discounts of their own.

However, Tesla still maintains a sizeable lead in charging infrastructure and EV software.

BMW was the most considered luxury brand, with 22 percent of shoppers looking at the German automaker’s products as their next purchase. Lexus, at 19 percent, and Cadillac, at 18 percent, round out the top 3.

Interestingly, the Buick Enclave was the most-considered vehicle model of Q4. BMW’s 3 Series and X5 were fifth and sixth on the list, and the Tesla Model 3 was tied with the Acura TLX for tenth place.

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It will be interesting to see the data for Q1, as price cuts and government tax credits have likely helped Tesla return to prominence within the luxury consideration standings. In some regions, Tesla Model 3s can be purchased for under $30,000, as long as the buyer is lucky enough to qualify for each offered incentive.

Joey has been a journalist covering electric mobility at TESLARATI since August 2019. In his spare time, Joey is playing golf, watching MMA, or cheering on any of his favorite sports teams, including the Baltimore Ravens and Orioles, Miami Heat, Washington Capitals, and Penn State Nittany Lions. You can get in touch with joey at joey@teslarati.com. He is also on X @KlenderJoey. If you're looking for great Tesla accessories, check out shop.teslarati.com

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Tesla hints at June 1 launch of Robotaxi platform in Austin

Tesla has hinted at a potential launch date for the Robotaxi service in Austin, Texas.

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Credit: Tesla

Tesla just dropped its biggest hint yet about the potential launch date of its Robotaxi ride-hailing platform in Austin, Texas, shedding more light on when to expect it to take off.

In preparation for the ride-hailing service to launch, Tesla has been in talks with the City of Austin for months. It has also spent recent months bolstering its Full Self-Driving suite, aiming for it to handle initially supervised rides with the use of teleoperators to keep things safe and dependable, at least early on.

The company has also said that it expects the Robotaxi service, which will drive passengers in Tesla Model Y vehicles to start, to launch in Austin in June. However, Tesla has not given an exact date.

Now, Tesla is hinting that Robotaxi could launch on June 1, based on a very vague X post it published on May 1:

Of course, this is extremely speculative. However, it’s the first time Tesla has made any suggestions about a potential launch date, so it’s worth taking it seriously.

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While the automaker has often missed timelines in the past, most notably the launch of a “feature-complete” Full Self-Driving platform, this is the first time we’ve seen Tesla be so adamant and truly reiterate a target date.

Tesla has not shied away from this June date for the Robotaxi launch yet, something that is worth noting as we move closer to June. All signs point toward Tesla being able to come through on this timeline, and it could be one of its biggest accomplishments yet on the grand scheme of things. The Robotaxi rollout will be controlled and small to start, the company noted on its most recent Earnings Call.

CEO Elon Musk said:

“The team and I are laser-focused on bringing robotaxi to Austin in June. Unsupervised autonomy will first be solved for the Model Y in Austin.”

At first, it also seems as if the first Robotaxi rides will be available to a select group, as Musk said the ability to order one will not be available to the general public until later in the month. He also said the initial fleet will be between 10 and 20 vehicles:

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“Yeah. We’re still debating the exact number to start off on day one, but it’s, like, I don’t know, maybe 10 or 20 vehicles on day one. And watch it carefully. They scale it up rapidly after that. So, we want to make sure that you’re paying very close attention the first time this happens. But, yeah, you will be able to — end of end of June or July, just go to Austin and order a Tesla for autonomous drive.”

While the June 1st date of the Robotaxi launch is extremely speculative, Tesla seems convinced that its vehicles could already handle this task. It would be something to see them come through on this date, especially on the first day of the month.

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Is the affordable Tesla Model Y’s features hiding in plain sight?

Variants of the Model Y that could bring down the vehicle’s price would likely be appreciated by consumers.

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Credit: Joey Klender/Teslarati

Just recently, rumors emerged in China suggesting that a more affordable Tesla Model Y variant internally dubbed the ”E80” would be produced in Giga Shanghai this May. A look at Tesla’s current affordable vehicles suggests that the features of the upcoming Model Y variant may be hiding in plain sight.

Model Y “E80” Rumors

Reports from Chinese publications suggested that the affordable Model Y “E80” will be a stripped down version of the new Model Y. Thus, the vehicle may be equipped with smaller wheels, single-layer windows on its sides, no rear display, half the number of speakers, single-color ambient interior lighting, fabric seats with no heating or ventilation functions, and a manual trunk.

These reductions, the rumors suggested, would allow Tesla China to offer the Model Y “E80” at an affordable price of 190,000–210,000 ($26,000–$28,800). Other rumors suggested that the vehicle will be priced even more aggressively, at around 150,000-170,000 yuan ($20,500-$23,300). 

Hiding in Plain Sight

What is quite interesting about the Model Y “E80” rumors is the fact that Tesla has actually released stripped-down versions of its vehicles to make them more affordable. Based on the features that were bundled in these vehicles, one could make an inference about the features that the Model Y “E80” will have, at least considering its rumored aggressive pricing.

In August last year, Tesla Mexico launched a variant of the Model 3 sedan that is quite unlike the vehicle’s base variant in the United States. The vehicle was priced at MXD 749,000 (USD 40,000), which was MXD 50,000 (USD 2,670) lower than the Model 3 RWD’s previous price in Mexico, which stood at MXD 799,000 (USD42,730).

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With its more affordable price, Tesla Mexico’s base Model 3 featured textile seats instead of vegan leather, acoustic glass only on its front windows, and no secondary display for rear passengers. Its ambient lights were also limited to just white. Lastly, the vehicle did not have heated or cooled seats or a heated steering wheel. These reductions are very similar to the rumored feature set of the Model Y “E80” in China.

The Tesla Cybertruck Long Range Rear Wheel Drive is another base variant that could provide hints at the affordable Model Y’s features. Similar to Tesla Mexico’s base Model 3, the Cybertruck LR RWD features textile seats and no second-row display. Interestingly enough, the Cybertruck LR RWD is $10,000 cheaper than the Cybertruck. That’s similar to the rumored price difference between the new Model Y in China and the vehicle’s supposed affordable “E80” variant.

Still Compelling Enough?

Perhaps the biggest question at this point would be if the rumored Model Y “E80,” even with its stripped-out features, will be compelling enough for consumers. While such concerns are valid, one must not forget that the Model Y is still a premium vehicle.

Thus, variants of the Model Y that could bring down the vehicle’s price would likely be appreciated by consumers. The fact that the rumored “E80” will be produced in Giga Shanghai speaks volumes as well, especially since China is home to the most competitive EV market in the world. Giga Shanghai also exports vehicles to several territories worldwide.

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Tesla Model Y has become the most common vehicle in Norway

The Tesla Model Y passed more than 70,000 registrations recently.

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Credit: Tesla

The Tesla Model Y has become the most common car on Norwegian roads. This is a remarkable achievement for the all-electric crossover, which has also commanded the top spot in Norway’s vehicle sales rankings for several years running.

Model Y Domination

As per vehicle registration figures tracked by the Norwegian Road Traffic Information Council (OFV), there were 68,378 Model Ys with Norwegian license plates at the end of March/beginning of April 2025. In recent weeks, the Model Y passed more than 70,000 registrations, as per a report from Elbil24.

With the Model Y now becoming the most common car in Norway, the Toyota Rav4 now stands in second place, followed by the Nissan Leaf, the Volkswagen Golf, and the Toyota Yaris. The Model Y also topped the country’s vehicle registration rankings for the last three years, and it set a record for selling the most vehicles in a year in 2023, breaking the Volkswagen Beetle’s record that has stood since 1969.

Possibly More Momentum

It is undeniable that the Tesla Model Y has helped Norway push its electric vehicle transition. As of date, electric vehicles now account for 28% of the Norwegian car fleet, a notable portion of which is comprised of the all-electric crossover.

While the Model Y’s achievements in Norway have been impressive, the vehicle could expand its reach into the country even more this year. Tesla, after all, has been aggressively pushing the new Model Y to consumers, with the company offering a zero percent interest promotion for the vehicle. These efforts, as well as the new Model Y’s improved features, should make the vehicle even more compelling to Norwegian car buyers this year.

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