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How Tesla’s new age marketing builds overall consumer EV awareness

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2016 was a year in which the Tesla Model X was cited as the ‘most significant’ vehicle, by growth contribution to total electric and plug-in hybrid sales in the U.S. It was also a year in which a survey of 2500 consumers illuminated how many Americans still feel uniformed about electric vehicles (EV).

However, Tesla’s innovative marketing strategy has just the right elements to enhance consumer background knowledge about what electric EVs are and how they work. In doing so, Tesla marketing will work reciprocally to place the Tesla brand at the forefront of the electric car industry. And it has the capacity to do so very quickly, if 2016 Tesla production numbers are any indicator.

How do Tesla sales differ from traditional car sales?

For most shoppers, the process of buying a car is essentially the same as it was a generation ago. Since long-established state franchise laws largely prohibit direct sales by auto manufacturers, an intermediary called a franchised dealer works as liaison between the manufacturer and the consumer. “The internet has dramatically changed the car-buying experience, but not the role of the dealer,” Maryann Keller & Associates wrote in a 2014 study for the National Automobile Dealers Association.

The Tesla buying experience is quite different. According to Tesla CEO Elon Musk, “Existing franchise dealers have a fundamental conflict of interest between selling gasoline cars, which constitute the vast majority of their business, and selling the new technology of electric cars.” There are no Tesla dealers, commissioned sales people, or aggressive sales pitches. The price is non-negotiable, as the Tesla is built according to a series of customer self-select options. Tesla transactions are conducted online.

How do consumers learn about the Tesla brand if there is no traditional advertising?

Tesla offers a completely different marketing experience than does a traditional car dealership advertising campaign. With an emphasis on marketing over advertising, the Tesla brand is slowly becoming a household word. How does it do that?

It’s a movement, not just another car: Tesla Motors created a movement around its innovative products and its mission, and the brand is equally as inspiring with its marketing. With a disdain for paid advertising, Tesla Motors is leading the trend of reaching new customers through existing ones.

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Media matters: Want to know the most recent Tesla profitability updates? Tune into a streamed invitation-only press conference. Care to learn about the newest features of Tesla engineering? Watch on YouTube as Tesla CEO Elon Musk’s vision for the future comes to life. Want to find reviews, and awards for Tesla cars? They’re all online, of course with corresponding Tesla media analysis and positioning. And throughout every single media event, regardless of its topic or source, the company’s primary message resonates: The folks at Tesla are trying to build the best car ever made, not just the best electric car, and revolutionize the energy industry. That message, in turn, is reproduced by the media and becomes part of a common public discourse.

(Source: Tesla)

Online information portal:  Since people begin their journeys with Tesla on their website, Tesla has designed their online presence to be a balance of information, commerce, community, press releases, consumer updates, and connections to other business within the Tesla network.

Forums and user community:  Central to the Tesla online experience is something as old as language itself: the story. Tesla brings to light the joy of belonging to the Tesla buying and ownership experience through giving its current clientele the tools to share their experiences. As it’s a public community, forums provide a lot of content and context about what it’s like to own and experience a Tesla, and prospective buyers can live vicariously through these storied Tesla experiences. These forums demonstrate how Tesla encourages owners to interact with the company, and such transparency is confidence-inspiring for the originally EV wary consumer.

Referral program: Tesla has one of the world’s most acclaimed refer-a-friend programs, which reflects the view that customers acquired through advocate referral programs spend more, are more loyal, and are more likely to refer their friends to the brand.

Distribution strategy: The Tesla retail outlet is distinct from any other car sales showroom. This is because, according to Tesla CEO Elon Musk, Our technology is different, our car is different, and, as a result, our stores are intentionally different.” The physical stores serve only as displays and sometimes only galleries, due in part because in several states Tesla is not allowed to sell vehicles through its stores. These stores are carefully curated and visually appealing channels to promote the Tesla EV vehicles and help to solidify the Tesla brand in the consumer mind.

Destination charging: Tesla partners with frequently visited places such as restaurants, resorts, and shopping malls so Tesla owners can recharge their vehicle while engaging in retail activities. These charging sites are centrally located, well-lit and signed, and placed strategically for high visibility. Individuals with no prior knowledge of the Tesla brand get to see one up close and personal while they grab their groceries, offering a personal glimpse into a once-rare EV charging session.

Supercharger network: Indeed, the Supercharger network is an ecosystem unto itself and of a proprietary nature that ensures its customers will always have a safe haven to alleviate range anxiety.

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Conclusion

With so many constituents worldwide pursuing advanced vehicle technologies that aim to reduce the consumption of petroleum in the forms of gasoline and diesel, consumer awareness and comfort with EVs is essential. Tesla’s marketing approaches, which are so dissimilar from the distasteful traditional car dealership model, appeals to today’s 21st century IT populace and can assist to reduce barriers to and enhance opportunities for a broader acceptance of new technologies, such as EVs in general.

Carolyn Fortuna is a writer and researcher with a Ph.D. in education from the University of Rhode Island. She brings a social justice perspective to environmental issues. Please follow me on Twitter and Facebook and Google+

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Elon Musk

Elon Musk drops a surprise update on Boring Company’s next big dig

Musk says Boring Company could shrink the Austin to San Antonio drive to just minutes.

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Elon Musk says The Boring Company is working on what he called “a simple, precursor Hyperloop” tunnel connecting Austin and San Antonio, targeting speeds above 200 mph and cutting a drive that can take up to two and a half hours down to a consistent under 30 minutes. Musk posted the idea on X Sunday, in a reply to a repost of an AI generated video imagining a science fiction future with human colonies on other worlds, which he shared with the line “This is the future we shall bring into being.”


The Boring Company’s own account picked up the idea in the same thread, adding a detail about how the trip would actually work: “Because Loop/Hyperloop is express (i.e. no intermediate stops), one could travel from an Austin parking lot to a favorite San Antonio restaurant in about 30 minutes. As long as they both have Loop stations.” That framing ties the proposed intercity link to the same station model the company already runs in Las Vegas, where riders enter the tunnel network through small, garage style stops rather than one central terminal.

This is not the company’s first run at the Austin to San Antonio corridor. Boring Company floated tunnels between the two cities as far back as 2021, and later competed for a separate San Antonio Loop project tied to the airport before that specific bid stalled. Pitches for tunnels in Chicago, Los Angeles, and a New York to Washington corridor have followed a similar pattern of big announcement without a shovel in the ground.

What is different this time is the balance sheet, especially since The Boring Company closed a 3 billion dollar funding round led by investors in the United Arab Emirates earlier this month at a valuation near 23 billion dollars, giving the tunneling company more capital to chase speculative projects than it had during its earlier Texas pitches. The company is also mid-build on two other intercity systems it has actually broken ground on, inc;luding a Nashville tunnel linking downtown to the airport, where a second boring machine finished commissioning in June, and its Las Vegas network, where the station count keeps climbing on paper faster than tunnels get dug.

That gap between announcement and execution is the reason to treat Sunday’s post as an opening bid rather than a project. A tunnel spanning roughly 80 miles between two metro areas, running at speeds Boring Company has not demonstrated over any real distance, would dwarf anything the company has built. For now, the Austin to San Antonio Hyperloop exists as a caption under an AI generated space video.

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Tesla eyes supply partners for Optimus mass production

Tesla certified three Chinese suppliers for Optimus mass production, signaling its robot timeline is accelerating.

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Concept rendering of Tesla Optimus in mass production

Tesla’s robotics team traveled to Ningbo, in China’s Zhejiang province, on September 16 and spent the following day auditing component suppliers for Optimus, according to a Bloomberg report cited by RobotAIGeek. The visit moved three manufacturers from provisional status to certified mass production partners: Tuopu Group, which handles actuators and chassis components, Ningbo Joyson Electronic, a sensor supplier, and Zhejiang Sanhua Intelligent Controls, which builds thermal management systems. All three already supply parts to Tesla’s electric vehicles, and the audit reportedly came with fresh orders that supply chain reports put at an initial batch of roughly 5,000 units.

Tuopu, Joyson, and Sanhua built their manufacturing base serving the automotive industry, where tolerances and volume requirements are already close to what a mass produced humanoid robot demands. Sanhua in particular has history here. Teslarati reported last October that the company had received a roughly $685 million order for linear actuators tied to Optimus, a volume industry watchers estimated could cover around 180,000 robots once production ramped.

Supply chain reports tied to this week’s audit put Tesla’s near term production goal at about 1,000 Optimus units a week by late September, rising to 2,000 to 2,500 units a week by the end of the year. That pace would put real weight behind the timeline Tesla has been building toward since May, when it wound down Model S and Model X production at Fremont to convert that floor space into a dedicated Optimus line targeting one million units annually. JPMorgan analysts who toured the factory in August confirmed the conversion took roughly four months, a pace Musk has called unprecedented for a facility that size.

New drone video shows Tesla’s Optimus Factory reaching a turning point

Fremont is only the first phase. A second, larger Optimus plant is rising at Gigafactory Texas, where drone footage shared by Joe Tegtmeyer last week showed the structural steel nearing completion on the north end of the building. Tesla has said that facility is meant to eventually support production of up to 10 million units a year, though volume output there is not expected before 2027.

Commercial sales of Optimus are still targeted for the second half of 2027, but production is expected to start well before then. JPMorgan analyst Rajat Gupta has said Tesla’s “Optimus Academy” program, which uses early units to collect real world training data inside Tesla’s own facilities, is expected to be running later this year. Bloomberg Intelligence analyst Ian Ma described the Ningbo audits as “a positive commercialization signal for China’s humanoid supply chain,” noting that sentiment could improve further if the visit leads to confirmed supplier nominations and larger orders. The Solactive China Humanoid Robotics Index rose about 1.4% on the news, though it remains down roughly 30% for the year.

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Tesla primes Cybercabs for 4K streaming and high bandwidth gaming with Starlink integration

Tesla is now shipping Cybercabs from Giga Texas with Starlink hardware built in as standard.

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tesla cybercab with no manual controls showing a movie with two employees inside

Tesla’s Cybercabs are now leaving Gigafactory Texas with Starlink hardware on the rear hatch in significant numbers, according to drone footage captured Tuesday by longtime Austin drone observer Joe Tegtmeyer. Production at the factory ramped back up after the Labor Day weekend, and his flyover of the outbound lot showed rows of gold Cybercabs alongside Model Y Long Wheelbase units, many carrying the satellite module for the first time as standard equipment rather than a one off retrofit.

Tesla first showed Starlink built into an actual Cybercab on August 10, when the Robotaxi account posted images of a single gold unit with the antenna integrated into the roofline above the taillights and called it the first Cybercab with Starlink integration. That followed a July reveal where Tesla and Starlink jointly posted a cutaway diagram of the antenna placement without a working vehicle to back it up. Ashok Elluswamy, Tesla’s VP of AI software, said at the time that the connection isn’t required for the car to drive itself. It exists mainly for navigation, customer service and keeping tabs on the fleet.

Musk has made a different case in public. During Tesla’s Q2 earnings call, he said the company can’t afford robotaxis stranded in what he called “Bermuda Triangles of lack of cellular connectivity,” and he separately claimed on X that Starlink will eventually reach every Tesla built, calling it the only way to deliver high bandwidth to billions of vehicles. He has also pitched the antenna as an entertainment upgrade, telling riders they would be able to stream 4K video or play games during a trip.

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The rollout has moved fast since. Robotaxi service opened to the public in Austin on September 3, and Cybercabs had already been spotted with Starlink hardware in Houston and near Miami International Airport in the weeks before Tuesday’s factory footage showed the module shipping at volume rather than on scattered test units. Whether the satellite link earns its keep is still an open question. Tesla’s unsupervised service currently runs in dense metro geofences in Texas and Florida, markets where cellular coverage is already strong, which is not where the rural dead zones Musk describes tend to show up.

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