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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 adjusts one key detail of Robotaxi operations in Austin

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Tesla is adjusting one key detail of Robotaxi operations in Austin: service hours.

Tesla’s Robotaxi platform in Austin has been active since late June and has been running smoothly since then. It has its limits, as Tesla has set hours that Robotaxis can operate, as well as a distinct Service Area, also known as a geofence, which has expanded three times already.

While the geofence is currently approximately 170 square miles in size, Tesla has recently enabled freeway drives, which also necessitated an adjustment to the company’s strategy with its “Safety Monitors.”

Tesla explains why Robotaxis now have safety monitors in the driver’s seat

Traditionally, they sit in the passenger’s seat. During highway driving, they move to the driver’s seat.

These are just a few adjustments that have been made over the past two and a half months. Now, Tesla is adjusting the service hours of Robotaxi operation in Austin, but only slightly.

Tesla will now operate its Robotaxi ride-hailing service from 6 a.m. to 2 a.m., extending the hours by two hours. It previously shut down at midnight.

Tesla has implemented a variety of safeguards to ensure riders and drivers are safe during Robotaxi rides, and they have made it a point to adjust things when they feel confident that it will not cause any issues.

Many people have been critical of Robotaxi, especially because a person sits in the front of the car.

However, an accident or some type of mistake could do more damage to the autonomous travel sector than anything else. This would not just impact Tesla, but any company operating an autonomous ride-hailing service in the country.

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Tesla Model Y ownership two weeks in: what I love and what I don’t

With any new car, I don’t really find things I dislike within the first few months; the novelty of a shiny new vehicle usually wears off eventually.

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Credit: Tesla

I am officially two weeks into Tesla ownership, having picked up my Model Y Long Range All-Wheel-Drive on Saturday, August 30. I have many things I really love, and I’ll do my best to come up with a few things I don’t, although I find that to be very difficult currently.

With any new car, I don’t really find things I dislike within the first few months; the novelty of a shiny new vehicle usually wears off eventually. In the past, I’ve had a car I only kept for nine months, but I loved it for the first two months. I am sure down the road, some things about the Tesla will bother me, but right now, I don’t have too much to complain about.

As for the things I love, I’ll try to keep it to just five, and as I continue to write about my ownership experience in the coming months, I’ll see if these things change.

A Quick Rundown

In the two weeks I have had my new Model Y, I have driven 783 miles. I have driven it manually, used Full Self-Driving, navigated tight city streets in Baltimore, and driven spiritedly on the winding back roads of Pennsylvania.

I traded my ICE vehicle for a Tesla Model Y: here’s how it went

I have had the opportunity to put it to the test in a variety of ways, and I feel like I have a great idea of this car and how it handles and drives just two weeks in.

What I Love About My Tesla Model Y

I am only going to pick a handful of things, but do not take this list as a complete one. I truly have so many things I love about this car, but I want to mention the ones that are not necessarily “novelties.” I love the A/C seats, but it’s not something I feel deserves a mention here, because it would not likely sway someone to consider the car.

Instead, I want to highlight what I feel are things that truly set the Model Y apart from cars I’ve had in the past.

Tesla Full Self-Driving

Available on all Teslas, Full Self-Driving is something I use every day. It is not only a convenience thing, but it is also truly a fun feature to track improvements, and it’s been fun to show a lot of my friends who are not familiar with its capabilities just how safe and impressive it is.

My Fiancè and I have watched Full Self-Driving make slight changes in performance in the two weeks we’ve been using it. I tracked one instance on a Pennsylvania back road when the car stopped at an “Except Right Turn” Stop Sign. Initially, the car stopped, holding up traffic behind it. Just days later, FSD proceeded through that same Stop Sign cautiously, but without coming to a complete stop, which is the proper way to navigate through it.

This quick adjustment was very impressive, and it even caught the attention of my better half. I will say it has been very fun to watch her fall in love with this car after being very reluctant to watch me get rid of our Bronco Sport.

The Handling

Tesla refined the suspension with the new Model Y, and you can surely feel it. Coming from a larger SUV, I did miss being able to really push the limits of my car on a beautiful, sunny, and warm day, and the winding roads of Pennsylvania are calling me for a drive.

The way this car hugs turns and genuinely puts a smile on my face when I’m pushing it. Dare I say I like driving it more than I like it driving me?

Interior Storage

One of my biggest complaints about my Bronco Sport was that, despite being an SUV, it felt smaller than it was supposed to be. I had trouble fitting golf bags and luggage in the back without having other storage options. It led me to install a roof rack and get a cargo container. I would have to put longer clubs in the back seat so the bags could lie without clubs getting bent.

I don’t seem to have a significant problem with this in the Model Y. Plus, the frunk and the additional cargo under the floor of the trunk are great for bags and other things. It offers 10 cubic feet more of space with the seats down than the Bronco Sport does.

The Entertainment

Not only is the sound system in this car absolutely unbelievable, but I also really enjoy the Tesla Theater, which is really something that has revolutionized how we spend our time in the car.

Charging at the Superchargers has become a new way for us to spend time together. Even if it’s just 30 minutes, my Fiancé’s busy work schedule at the hospital means we don’t get to spend as much time together as we would like. The charging lets us go grab a snack, watch a movie or show in the car, and just be with each other.

It’s honestly my favorite thing about the car so far, that we’ve both truly enjoyed what it has done for us. It put a smile on my face to hear her say, “It’s just so much fun to be in this car” last night when we met friends for dinner.

What I Don’t Love

I’m just going to get nitpicky here, because I don’t have much to complain about.

The Paint

I love the Diamond Black, and it gets so many compliments. However, it sure does get dirty fast. I feel like I’m going to have to invest in a car wash membership or set aside time each week to clean it. This is not a Tesla-specific problem, of course.

Climate Control

Another “first-world problem,” but sometimes I do have trouble getting the A/C to go right where I need it. I feel like, to feel the air, I have to put the fan speed to 7 or higher.

Swing Mode has been a real savior in this sense, but my Fiancè sometimes complains that my cold air will hit her when she’s already freezing. I think this is just something I need to get used to, as the vents are significantly different than any other car. It’s really not that bad, but it is worth mentioning that we’ve both said we are still adjusting to it early on.

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Cybertruck

Tesla brings closure to head-scratching Cybertruck trim

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(Credit: Tesla)

Tesla has ended the production and sale of a Cybertruck trim level that had many people scratching their heads. The move comes after slow sales on the trim, as many Cybertruck buyers opted for other configurations that seemed to be a better value for the money.

On Friday, Tesla officially brought closure to the Long Range Rear-Wheel-Drive configuration of the Cybertruck, a build that was introduced earlier this year at a lower price point than its All-Wheel-Drive counterparts, but missed many of the key features that made the Cybertruck, the Cybertruck.

Tesla Cybertruck RWD production in full swing at Giga Texas

Rolling the variant out at a price of $69,990, only $10,000 less than that of the All-Wheel-Drive configuration. However, it was also void of many other things:

  • Single Motor
  • Textile Seats instead of Leather
  • 7-Speaker Audio System instead of 15-Speakers
  • No Rear Touchscreen
  • No Powered Tonneau Cover for Truck Bed
  • No 120v/240v outlets

For $79,990, just $10,000 more, owners could receive all of these premium features, plus a more capable All-Wheel-Drive powertrain, which truly made this Rear-Wheel-Drive build of the Cybertruck a sitting duck for criticism.

It was simply not enough meat for the price, and demand was evidently low. From those I spoke to, orders were few and far between; people simply found more value in the All-Wheel-Drive configuration based solely on the additional motor. Adding all the premium interior and functionality features made it a no-brainer.

In a way, it seems Tesla was overly optimistic about the Rear-Wheel-Drive configuration of the Cybertruck, but even after it was launched, plenty of loyal fans were confused by it:

The Cybertruck is a great vehicle, and it is among the best vehicles in the company’s lineup. However, it really missed a price point for the Rear-Wheel-Drive configuration that was effective enough to drive people toward it. Many said they would have considered it if Tesla could have brought the price down into the high $40,000 or low $50,000 range.

I took a Tesla Cybertruck weekend Demo Drive – Here’s what I learned

It seems it just did not have the appeal to keep up. Now, Tesla has the All-Wheel-Drive and Cyberbeast for $72,490 and $114,990, respectively.

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