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Tesla scores highest brand intimacy rating for auto companies in 2022

(Credit: Tesla)

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Tesla scored a high brand intimacy rating in the MBLM 2022 report. MBLM researched 600 of the world’s leading brands, and Tesla placed second, right behind Disney. 

Tesla scored a 67.4 brand intimacy rating, closing following Disney’s score of 68.1. The Elon Musk-led EV maker was the highest-ranking automotive brand in MBLM’s 2022 report. Mercedes-Benz received a score of 63.9, placing sixth on the list. The German brand is the only other automaker in the top ten. 

Porsche, Jaguar, and Mazda received the next highest scores among automakers. With a score of 58.4 Porsche was in 12th place, followed by Jaguar in 13th place, which received the same score. Mazda was 15th on the list, scoring a brand intimacy rating of 57.5.

Credit: mblm

What is Brand Intimacy?

Brand intimacy is a marketing strategy that has gained a strong foothold in multiple industries. It measures the relationship brands build with their customers to establish trust and gain brand loyalty. Brand intimacy is usually measured through the emotional connection brands create with their customers. 

Advantages of Brand Intimacy

According to MBLM’s 2022 report, consumers’ emotional relationships with brands have increased by 9% since before COVID. Brand performance has also increased by 19% since the pandemic, hinting that consumers are building deeper relationships with brands. 

“Intimate brands continue to outperform Fortune 500 and the stock market,” stated MBLM. 

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Credit: mblm

“Intimate brands delivered superior results across profit and stock. The percentage differences highlighted are significant and indicate the degree to which intimate brands generate millions more dollars in revenue and profit annually and over the long term.”

Tesla’s brand Intimacy

Tesla was a new entry in MBLM’s brand intimacy report. The results revealed that Tesla consumers have a strong emotional attachment to the car brand.

The main keywords Tesla is associated with are very telling: “impressive,” “badass,” and “crypto.” Crypto might seem out of place to a Tesla outsider. However, Elon Musk has been vocal about his thoughts on cryptocurrencies. Dogecoin, in particular, has become somewhat of an inside joke among Tesla investors and users. 

Credit: mblm

Elon Musk has heavily contributed to Tesla’s strong brand intimacy, specifically through his tweets on Twitter and active presence in the community surrounding the brand. Musk has agreed to interviews with YouTubers, influencers, and other prominent members of the Tesla community, making him a more down-to-earth CEO compared to others in the tech industry. 

Elon Musk tends to elicit strong emotions from both sides of the Tesla sphere. Tesla bulls usually show strong support for the company, while Tesla bears often voice their vehement dislike for the company and its CEO. The media has also treaded both sides of the Tesla sphere, contributing to its prominence. Tesla’s adversaries have likely helped increase the brand’s intimacy rating, as supporters often rally against them. 

I’d like to hear from you. Contact me at maria@teslarati.com or via Twitter @Writer_01001101.

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Maria--aka "M"-- is an experienced writer and book editor. She's written about several topics including health, tech, and politics. As a book editor, she's worked with authors who write Sci-Fi, Romance, and Dark Fantasy. M loves hearing from TESLARATI readers. If you have any tips or article ideas, contact her at maria@teslarati.com or via X, @Writer_01001101.

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Tesla snags Lamborghini alum to help in newly entered market

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Credit: Tesla

Tesla has snagged a Lamborghini alum to help with its entrance into a new market, which has proven to be an intricate situation for the automaker.

A report from Bloomberg states that Tesla has hired Sharad Agarwal, who was formerly employed by the Italian luxury carmaker, to run its operations in India. With Lamborghini, he was employed to handle operations in India.

Tesla launches in India with Model Y, showing pricing will be biggest challenge

Tesla has gone through quite a few different team members with its launch in India, starting with a few hirings a few years ago, well before the company actually committed to selling cars in the country.

The move helps Tesla streamline its executive decision-making process, as it previously had employees in India reach out to managers based in China, among other areas. Agarwal will be stationed in India and will handle the company’s operations.

Tesla’s mentality behind the strategy is to have local leadership, something that seems to cater to the market specifically.

Tesla had previously put Isabel Fan, the manager of Southeast Asia for the company, in the position. However, Tesla seemed to want someone who was more permanent and would be dedicated to India exclusively.

India has the largest population on Earth and has a massive automotive market for that reason. Tesla stands to gain a lot from a strong performance in India, and its clean energy vehicles could help with pollution of all kinds in the region.

Tesla’s path to entrance in the Indian market was a long one, as the company tried for nearly ten years to get into the elusive region. Back in 2016, CEO Elon Musk said Tesla “would love to be in India,” teasing the Model 3.

By 2017, Tesla had met with officials from the country, but tried to get import duties down to nothing from 100 percent.

Indian authorities denied Tesla’s request.

For years, Musk met with Prime Minister Narendra Modi to try and iron out a deal of some sort. Nothing truly came to fruition, at least until last year, when real movement started.

By 2024, India had introduced a strategy to reduce import duties for some companies, which was enough for Tesla to make a move. It is now 2025, and the company still has not committed to building a factory in the region. However, it is not completely out of the question.

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Tesla Sentry Mode helps lock up drive-by shooting suspect in Seattle

“A nearby Tesla actually captured the video that showed a man crouched behind a vehicle firing gunshots. A lot of vehicles record, and officers know that Teslas, especially, record, so we use that video all the time in these instances.”

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(Credit: Tesla)

Police in Seattle, Washington, are crediting Tesla’s well-known Sentry Mode for helping find a suspect in a drive-by shooting case.

A 21-year-old was arrested for an alleged drive-by shooting in the Pioneer Square neighborhood of Seattle this past Sunday, and the leads on the case seemed to be slim.

However, a Tesla parked nearby was able to record the shooting, as well as the car that the suspect hopped in after the crime occurred. It helped police identify the person they were looking for.

Seattle Police Department Detective Brian Pritchard said to MyNorthwest that the Tesla was a critical part of finding the suspect and placing him under arrest:

“A nearby Tesla actually captured the video that showed a man crouched behind a vehicle firing gunshots. A lot of vehicles record, and officers know that Teslas, especially, record, so we use that video all the time in these instances.”

The Tesla footage helped the Police put the suspect into handcuffs about an hour after the crime was committed. They are currently charged with drive-by shooting and unlawful possession of a firearm.

Tesla Sentry Mode is a security feature the vehicle utilizes to help solve crimes like vandalism, but it is also a cool feature that has caught things like accidents and other incidents on camera.

Many people still do not know about it, including the many vandals who keyed or broke the windows of Teslas earlier this year, as people damaged others’ cars in an act of retaliation against CEO Elon Musk when he became involved in politics.

This is far from the first time Sentry Mode has helped Police Departments solve crimes. Last September, we reported on Oakland’s Police Department in California using Teslas near crime scenes to help solve cases.

Tesla Sentry Mode is Oakland PD’s secret weapon against rising crime

Sergeant Ben Therriault, president of the Richmond Police Officers Association, said, “We have all these mobile video devices floating around,” in reference to the Teslas that sit and capture nearly everything that surrounds them.

Sentry Mode has helped officers arrest a variety of suspects, including several people who were allegedly involved in the murder of a 27-year-old woman in Northern California.

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UPDATE: Tesla investors push Charles Schwab for Musk comp plan clarification

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Tesla CEO Elon Musk unveils futuristic Cybertruck in Los Angeles, Nov. 21, 2019 (Photo: Teslarati)

Update: 4:00 p.m. EDT – Charles Schwab has reached out to TESLARATI with the following statement, clarifying that it plans to vote FOR Musk’s compensation package:

“Schwab Asset Management’s approach to voting on proxy matters is thorough and deliberate. We utilize a structured process that focuses on protecting and promoting shareholder value. We apply our own internal guidelines and do not rely on recommendations from Glass Lewis or ISS. In accordance with this process, Schwab Asset Management intends to vote in favor of the 2025 CEO performance award proposal. We firmly believe that supporting this proposal aligns both management and shareholder interests, ensuring the best outcome for all parties involved.”
There have also been updates to the headline and various paragraphs to reflect this as well as accuracy.

Tesla investors are pushing Charles Schwab for clarification after it was expected to vote against CEO Elon Musk’s pay package.

Several high-profile Tesla influencers are speaking out against Charles Schwab, saying its decision to vote against the plan that would retain Musk as CEO and give him potentially more voting power if he can achieve the tranches set by the company’s Board of Directors.

The Tesla community appeared to see that Schwab is one firm that tends to vote against Musk’s compensation plans, as they also voted against the CEO’s 2018 pay package, which was passed by shareholders but then denied by a Delaware Chancery Court.

Schwab’s move was recognized by investors within the Tesla community and now they are speaking out about it:

At least six of Charles Schwab’s ETFs were expected to vote against Tesla’s Board recommendation to support the compensation plan for Musk. The six ETFs represent around 7 million Tesla $TSLA shares.

Jason DeBolt, an all-in Tesla shareholder, summarized the firm’s decision really well:

As a custodian of ETF shares, your fiduciary duty is to vote in shareholders’ best interests. For a board that has delivered extraordinary returns, voting against their recommendations doesn’t align with retail investors, Tesla employees, or the leadership we invested to support. If Schwab’s proxy voting policies don’t reflect shareholder interests, my followers and I will move our collective tens of millions in $TSLA shares (or possibly hundreds of millions) to a broker that does, via account transfer as soon as this week.”
Tesla shareholders will vote on Musk’s pay package on Thursday at the Annual Shareholders Meeting in Austin, Texas.

It seems more likely than not that it will pass, but investors have made it clear they want a decisive victory, as it could clear the path for any issues with shareholder lawsuits in the future, as it did with Musk’s past pay package.

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