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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 is launching a crazy new Rental program with cheap daily rates

This week, Tesla launched its in-house Rental program that will give people a vehicle for between three to seven days, with prices varying and starting at just $60 per day.

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(Credit: Tesla)

Tesla is launching a crazy new Rental program with cheap daily rates, giving people the opportunity to borrow a vehicle in the company’s lineup with an outrageous number of perks.

This week, Tesla launched its in-house Rental program that will give people a vehicle for between three to seven days, with prices varying and starting at just $60 per day.

However, there are additional perks that make it a really great deal, including Free Supercharging and Free Full Self-Driving (Supervised) for the duration of the rental.

There are no limits on mileage or charging, although the terms do not allow you to leave the state you are renting.

Tesla wrote in an email advertising the program:

“Rent a Tesla and see how it makes every errand, commute, and road trip more fun. While it’s yours, try Full Self-Driving (Supervised) and control and monitor your vehicle with the Tesla app. 

Schedule your rental for three to seven days starting at $60 per day (plus taxes and fees) and charge for free at any Tesla-owned Supercharger.

Order your own Tesla within seven days of your rental to get up to a $250 credit toward your purchase.”

Tesla has long adopted the mentality that butts in seats will sell cars, and for the most part, it is a great strategy. Driving a Tesla is different from owning and driving a combustion engine vehicle; it truly feels as if you are in a car from the past when you get back in an ICE car.

This strategy could be looked at as more of a way for people to experience Tesla ownership than anything.

Although some might use it as a typical rental program that will see it be a cool way to drive without putting miles on a personal car, most will use it as the 48-hour test drive was designed for, which is a short-term way to experience EV ownership.

Tesla is only offering this program at a handful of locations currently, including San Diego and Costa Mesa, California.

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Tesla makes online ordering even easier

Tesla has a great trade-in program that allows you to give the company your vehicle in exchange for cash, even if it’s not an EV. Their trades are mostly fair, but the company seems to undervalue its own vehicles, and there have been plenty of complaints over offers in the past.

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(Credit: Tesla Asia | X)

Tesla has adjusted its Online Design Studio to make for an easier trade-in process, reflecting the details of the exchange for a more accurate reflection of payment terms.

Tesla has a great trade-in program that allows you to give the company your vehicle in exchange for cash, even if it’s not an EV. Their trades are mostly fair, but the company seems to undervalue its own vehicles, and there have been plenty of complaints over offers in the past.

Trade-ins are usually given by submitting vehicle details, then Tesla sends an email with an offer. Offers are non-negotiable, but do adjust over time, although the latest offer is valid for 30 days.

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

Knowing your new Tesla’s cash price, leasing or loan details, and monthly payment information used to be done by the car buyer. From personal experience, I simply subtracted my trade-in from the cash price of the Tesla Model Y, and I plugged those numbers into the payment calculator.

Now, Tesla is implementing the trade-in process directly into the Design Studio. It will adjust the price of the car and the different monthly payment methods automatically:

The change is already noticed in a handful of states, including California, but it has not rolled out across the board quite yet. It will be implemented in all of the U.S., as well as Canada, this coming week.

The trade-in process is very simple, and after you accept your offer, you simply drop your vehicle off during the delivery process. Making this simple change will be greatly appreciated by owners.

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Tesla confirms Robotaxi is heading to five new cities in the U.S.

After launching in Austin, Texas, in late June and the Bay Area of California just a few weeks later, Tesla has been attempting to expand its Robotaxi suite to new states and cities in the U.S., and even outside of the country.

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Credit: Tesla

Tesla Robotaxi will hit five new cities in the United States in the coming months, the company confirmed.

After launching in Austin, Texas, in late June and the Bay Area of California just a few weeks later, Tesla has been attempting to expand its Robotaxi suite to new states and cities in the U.S., and even outside of the country.

The Robotaxi suite is a ride-hailing service Tesla offers, but the details of it change with each jurisdiction, as regulations vary. For example, in Austin, Tesla can operate the Robotaxi suite without anyone in the driver’s seat, as long as the vehicle does not enter a freeway.

Credit: Tesla

In the Bay Area, a Safety Monitor rides in the driver’s seat, essentially acting as the vehicle operator with Full Self-Driving controlling the car.

The local regulations and how Tesla handles them will continue to be a relevant part of the discussion, especially as the company aims to expand the Robotaxi program to different areas. This has been a primary focus of the company for several months, especially within the United States.

CEO Elon Musk said that Tesla was aiming to launch Robotaxi in Nevada, Arizona, and Florida. However, the company detailed five specific cities where it will launch Robotaxi next during the Annual Shareholder Meeting on Thursday.

Tesla will launch Robotaxi in Las Vegas, Phoenix, Dallas, Houston, and Miami next, broadening its Service Area for the suite to more major cities across the U.S.

It has said it plans to offer the service to half of the U.S. population by the end of the year, but it does not seem as if it will expand to more than a handful of cities this year, which is still tremendous progress, all things considered.

As far as autonomy is concerned, Tesla has always had lofty expectations and has made some even loftier statements.

At the Shareholder Meeting, Musk said that the company would likely be able to enable vehicle owners to text while the vehicle drives, alleviating them from potentially having some of the responsibility they have behind the wheel.

Tesla says texting and driving capability is coming ‘in a month or two’

It is not confirmed that Tesla will roll this out in the next few months, but Musk said there is a possibility.

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