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.
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.
“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.
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.
Elon Musk
Tesla China posts strong February wholesale growth at Gigafactory Shanghai
The update was shared by Tesla observers on social media platform X, citing monthly China Passenger Car Association (CPCA) data.
Tesla China sold 58,599 vehicles wholesale in February, reflecting strong year-over-year growth. The figure includes both domestic deliveries in China and vehicles exported to international markets.
The update was shared by Tesla observers on social media platform X, citing monthly China Passenger Car Association (CPCA) data.
Tesla’s February wholesale result represents a 91% increase year over year, compared with 30,688 vehicles in February 2025. Month over month, the result was down 15.2% from January, when Tesla China recorded 69,129 wholesale units.
The February total reflects combined sales of the Model 3 and Model Y produced at Gigafactory Shanghai. The facility produces the two vehicles for both domestic sales and exports.
Gigafactory Shanghai continues to serve as Tesla’s primary vehicle export hub, supplying vehicles to markets across Asia and Europe. Data compiled by Tesla watchers shows that 18,485 vehicles were sold domestically in China in January 2026, while exports accounted for 50,644 units during the same period.
Tesla has also been extending financing programs in China as it pushes to strengthen domestic demand. The company recently extended its seven-year ultra-low-interest and five-year interest-free financing programs through March 31, marking the second extension of the promotion this year.
The financing initiative was first introduced on January 6 as a strategy aimed at offsetting higher ownership costs ahead of China’s planned 5% NEV purchase tax in 2026. The promotion was originally scheduled to expire at the end of January before being extended to February and then again through the end of the first quarter.
Tesla’s efforts come amid growing competition in China’s EV market. According to data compiled by CNEV Post, Tesla’s 2025 retail sales in China reached 625,698 vehicles, representing a 4.78% year-over-year decline. Part of that decline was linked to the Model Y changeover to its updated variant in early 2025, which temporarily reduced deliveries during the transition period.
News
Tesla Model Y L spotted on transport trucks in Australia
One of the sightings was reported along Victoria Parade in Melbourne, and it showed multiple Model Y L vehicles on a transport carrier.
Tesla’s upcoming Model Y L has been spotted on transport trucks in Australia. Sightings of the six-seat extended wheelbase Model Y variant have been reported on social media platform X by members of the Australian Tesla community.
One of the sightings was reported along Victoria Parade in Melbourne, and it showed multiple Model Y L vehicles on a transport carrier.
The sighting follows earlier observations by Tesla enthusiasts in Sydney, where a covered vehicle believed to be a Model Y L was spotted at a Supercharger.
The Sydney sighting drew attention after observers noted that the vehicle’s tare weight appeared to match the ADR approval listing for the Model Y L, suggesting it could indeed be the extended wheelbase variant of the electric SUV.
Tesla has previously confirmed that the Model Y L will launch in Australia and New Zealand in 2026. The confirmation was reported by techAU following a media release from Tesla Australia and New Zealand.
The Model Y L expands the existing Model Y lineup with seating for six passengers. The vehicle features a longer body compared with the standard Model Y in order to accommodate a spacious second and third row.
Tesla has opted for a 2-2-2 seating configuration instead of a traditional seven-seat layout for the Model Y L. The design includes two individual seats in the middle row to provide easier access to the third row and additional passenger space.
Tesla Australia and New Zealand has also stated that the Model Y L will be covered under the company’s updated warranty structure beginning in 2026.
Tesla has not yet announced pricing or official range figures for the Model Y L in Australia.
Elon Musk
Elon Musk shares timeframe for X Money early public access rollout
X Money is expected to enable financial transactions within the app, expanding the platform’s capabilities beyond social media features.
Elon Musk has stated that X Money, the digital payments system being developed for social media platform X, is expected to enter early public access next month.
The update was shared by Musk in a post on X. “𝕏 Money early public access will launch next month,” Musk wrote in his post.
As noted in a Reuters report, X Money is being developed as a digital payment service that’s directly integrated into the X platform.
The system is expected to enable financial transactions within the app, expanding the platform’s capabilities beyond social media features.
Musk has previously discussed plans to introduce payments and financial services as part of X’s broader development.
Since acquiring the platform in 2022, Musk has discussed expanding X to include a range of services such as messaging, media, and financial tools.
Elon Musk has shared his goal of transforming X into an “everything app.” During a previous podcast interview with members of the Tesla community, Musk mused about turning X into something similar to China’s WeChat, which allows users to shop, pay, communicate, and perform a variety of other tasks.
“In China, you do everything in WeChat… it’s kickass… Outside of China, there’s nothing like it, people live on one app. My idea would be like how about if we just copy WeChat,” Musk joked at the time.
To prepare for the rollout of X Money, X has partnered with payment company Visa to support the development of payment services for the platform’s users. The move could allow X to tap into the growing demand for digital and in-app financial transactions as the company builds additional services around its existing user base.
Tesla China posts strong February wholesale growth at Gigafactory Shanghai
Tesla Model Y L spotted on transport trucks in Australia
