News
Tesla is the best brand at stealing customers—and keeping them for a long time
Tesla is still a relatively young carmaker, but it is already competing in the market against veteran and mainstream automakers. But even among the world’s biggest car manufacturers, Tesla appears to have a very particular strength — it’s not only great at retaining its customers; it’s also excellent at stealing and keeping buyers from other carmakers.
As per S&P Global, car buyers can be classified into three groups based on their loyalty: Super Loyalists, Loyalists, and Nomads. Super Loyalists have a history of repeatedly purchasing from the same car brand and are the most likely to continue doing so. Loyalists have made repeat purchases over their buying history, and Nomads have no recognizable loyalty to any brand and are more likely to switch.
American-based data from S&P Global has revealed that Tesla stands far ahead of other carmakers when it comes to retaining its customers. As per the firm’s data, over 80% of Tesla owners are Nomads that are new to the company. This is not surprising at all since the carmaker is a new player in the industry. It does, however, hint that a lot of car buyers are looking to electric cars as alternatives for their combustion-powered vehicles.
But what truly sets Tesla apart from the competition is its “One and Done” rate, which refers to the number of buyers owning a brand of vehicle and leaving it. In the 12 months ending July 2022, about 58% of Nomad car buyers in the United States left their vehicle brand, the highest “One and Done” rate in the last ten years. Tesla’s “One and Done” rate, however, stands at just 39%, which means that about 60% of the company’s customers will probably replace their existing electric car with another Tesla.
“While Tesla’s high share of first-time owners (83%) isn’t too surprising, their ability to keep those new customers is extraordinary. Tesla’s ‘One and Done’ rate is just 39% compared to 58% for the industry (remember, a lower number is better in this case). The next-best ‘One and Done’ rate goes to Ford at 50%. However, Nomad share of Ford’s return-to-market households in less than half of Tesla’s,” S&P Global wrote.
Erin Gomez, associate director of consulting for S&P Global Mobility, issued a statement on the firm’s findings. “Aside from the massive, long-term undertaking of creating products in new segments, there are other ways automakers can increase loyalty from their current Nomads. By understanding the loyalty makeup of their customer base, and where their Nomads are going, brands can take a more targeted and efficient marketing approach to retain them,” Gomez said.
The S&P’s analysis can be accessed here.
Don’t hesitate to contact us with news tips. Just send a message to simon@teslarati.com to give us a heads up.
Tesla has expanded its Robotaxi program to Miami, Florida, marking the third state the autonomous ride-hailing platform has made its way to since launching last Summer.
Tesla announced today that the Robotaxi suite would now officially launch rides in a geofence in Miami:
🚨 Tesla’s “Long Weekend” continues with a HUGE announcement regarding Robotaxi!
It’s now in Miami!
Miami joins Austin, Dallas, Houston, and the Bay Area! https://t.co/ujjYjJT3Im pic.twitter.com/yPe1ZdSQIE
— TESLARATI (@Teslarati) July 3, 2026
The first geofence in Miami covers approximately 10 to 14 square miles. The area appears to be focused on western and central Miami, including Miami International Airport (MIA). It also includes popular routes like SR 826 (Palmetto Expressway), US 41 (Tamiami Trail), and connectors such as SR 968, 953, 959, and 972.
This is Tesla’s initial Miami launch zone, smaller and more targeted than some competitors’ areas (for example, Waymo’s initial rollout was broader in eastern neighborhoods). It prioritizes high-traffic, airport-linked routes before wider expansion.
The expansion is a huge signal for Tesla that it is now operating in Florida, a heavy-traffic state with many tourist areas, including Fort Lauderdale, Palm Beach, and the Boynton area, all of which are coastal and will attract perhaps millions of tourists in any given year.
¿Qué lo que Miami?
Robotaxi now available in Miami pic.twitter.com/P1m283seZU
— Tesla Robotaxi (@robotaxi) July 3, 2026
The Tesla Robotaxi network launched last year on June 22, in Austin, Texas, beginning limited commercial operations in that city. It expanded shortly thereafter into the San Francisco Bay Area of California in late July 2025, marking entry into a second state with service covering key areas such as San Francisco, San Jose, and Berkeley.
Full commercial service was achieved in Austin by November 18, 2025, strengthening its presence within Texas before further growth.
In 2026, the network continued expanding across Texas with the addition of Dallas and Houston on April 18, significantly broadening its footprint in the state. This new launch into Miami marks Tesla entering a new state and bringing active locations to include Austin, Dallas, Houston, San Antonio in Texas, and the Bay Area in California.
These sequential expansions have steadily increased the network’s reach across major metropolitan areas in Texas, California, and Florida, focusing on scaling operations city by city and state by state since the initial Austin debut.
Tesla CEO Elon Musk has tempered expectations for the company’s humanoid robot Optimus, emphasizing that initial production will ramp up slowly despite recent progress on the manufacturing line. In a July 1 reply on X, Musk responded to optimistic community speculation by stating, “No, Optimus production will be extremely slow at first, as everything is new. This is not like making a car.”
No, Optimus production will be extremely slow at first, as everything is new. This is not like making a car.
— Elon Musk (@elonmusk) July 1, 2026
The comment came in response to a post theorizing that Tesla had accelerated Optimus V3 development and might soon unveil an impressive demonstration with multiple units already in meaningful production. Musk’s clarification highlights the fundamental differences between scaling a novel humanoid robot and Tesla’s established automotive operations, which benefit from over a century of refined supply chains, tooling, and processes.
Recent updates show tangible advancement. Musk shared a photo of himself walking the Optimus production line at Fremont, where Tesla is converting former Model S/X manufacturing space. According to Q1 2026 earnings commentary, limited production is slated to begin in late July or August 2026 on this converted line.
Tesla Optimus project fires up as Musk sees production line progress
Musk previously noted that Optimus features roughly 10,000 unique parts, making early output rates “literally impossible to predict” and describing them as “quite slow.” A larger dedicated factory at Giga Texas is under construction, targeting higher-volume production around summer 2027 with long-term annual capacity potentially reaching millions of units.
Some experts point out that pioneering humanoid robotics demands inventing new automation techniques, actuator supply chains, and quality-control standards in real time. Unlike vehicles, where components and assembly methods are mature, every element of Optimus—from dexterous hands to AI-integrated movement—requires fresh engineering solutions. Early units are expected to handle simple factory tasks before expanding to more complex roles.
This cautious approach aligns with Tesla’s history of under-promising and over-delivering on complex technologies. While enthusiasts hoped for rapid deployment, Musk’s message underscores a deliberate strategy: prioritize reliability and iterative improvement over rushed volume.
Analysts suggest the S-curve ramp typical of new manufacturing will eventually accelerate once foundational issues are resolved, positioning Optimus as a potential trillion-dollar product line.
Musk has long envisioned Optimus transforming labor markets, assisting in homes, factories, and hazardous environments. By setting realistic timelines, Tesla aims to build sustainable momentum rather than risk disappointment. As the Fremont line comes online this summer, investors and fans will watch closely for the first production metrics and capability demonstrations.
Tesla has officially launched the Model Y L in the United States and Puerto Rico for $61,990. It is the longer-wheelbase version of the Model Y, and has been available in China since last year.
Tesla brings the Model Y L to the U.S. just months after it phased out the only pure SUV in its lineup, the Model X. It is slightly longer than the Model Y configurations that are already available in the U.S., and features a three-row, six-seat setup with Captain’s Chairs being among the many features that make this a truly fantastic offering.
The Model Y L is priced competitively at $61,990, and features 325 miles of range and a 0-60 MPH in just 4.4 seconds.
Tesla also added a handful of new features that are not available in even the Premium Model Y. Here’s a full list of its features:
- Heated/Ventilated Front Seats with Powered Thigh Cushion
- Heated/Ventilated Captain’s Seats in Second Row with Powered Armrests & One-Touch Fold
- Heated Third-Row Seats with Power Recline, One-Touch Fold & Child Seat Anchors
- Improved Airflow, Increased Efficiency, More Range
- 89 cubic feet of trunk space
- Upgraded Acoustic Glass and Suspension to Minimize Road Noise
- Adaptive Damping for a Smooth, Stable Ride
- Staggered Tires for Enhanced Grip
- Larger Tailgate for Better Rear Visibility and Bigger Windows Overall
- 16″ First Row and 8″ Second Row Touchscreens
- 19-Speaker Immersive Tesla Audio
- 50W Wireless Charging Pads with Active Cooling and Charging Ports for All Other Seats
- FSD Supervised and Integrated Grok AI
Tesla is also delivering these first units as a “Launch Series,” which comes with additional features, such as:
- Door Trim Puddle Lights
- Suede Dashboard Wing
- Exterior and Interior Badging
- Floor Mats
- Sill Plates
The launch of the Model Y L in the U.S. marks a huge offering from Tesla to U.S. consumers. People have been calling for Tesla to bring a larger car to the U.S., and it needed it more than ever now that the Model X is gone.
-
- Credit: Tesla
-
- Credit: Tesla
It is a huge accomplishment for Tesla to get the Model Y L to the U.S., and after reporting strong deliveries today, it will be interesting to see how this car impacts future quarterly delivery reports.
Deliveries for the Model Y L “Launch Series” are slated for September or October of this year.
Tesla expands Robotaxi to Florida, marking its third state for autonomy
