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Tesla’s consumer bond-to-brand intensity ranks second only behind Disney: study

Elon Musk and Tesla represents a fast-moving target for the auto industry.

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Tesla fans, owners, and enthusiasts are among the most bonded to their brand, a new study shows. Ranking only behind Disney, Tesla was second in the new study, conducted by MBLM, which assessed how consumers bond with the brands they use and love.

Disney, Tesla, and Apple round out the top three, with scores of 68.1, 67.4, and 65.3, respectively. The Brand Intimacy Model, which determines the level of commitment and love consumers have for a specific brand, was developed by MBLM to determine how brands build relationships and how intense those relationships are with their consumers.

The scores are obtained by dividing the assessment into five sections: User, Strong Emotional Connection, Archetypes: Characters of Bonds (which includes six subcategories being fulfillment, identity, enhancement, ritual, nostalgia, and indulgence,) Strength of Bonds, which also includes three subcategories being Sharing, Bonding, and Fusing), and Brand Intimacy Quotient.

Tesla fans are known for their dedication and love for the automaker, displaying some of the most genuine care for a company that simply makes the car they drive or the solar panels that power their home. Tesla fans are the company’s PR agency, as the company does not have a formal communications division, and dedication is just one word that comes to mind when talking about the owners who drive the world’s best electric cars.

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Top 10 Most Intimate Brands According to MBLM’s Brand Intimacy 2022 Study

“We are thrilled to share the next generation of the Brand Intimacy study,” Mario Natarelli, a managing partner of MBLM, said. “Leveraging big data and artificial intelligence takes the emotional science behind brand performance to the next level. This new methodology gives us broader and more real-time insights. We are now able to assess more authentic and vivid sentiment from consumers.”

The only other car company to land on the list was Mercedes-Benz, which placed sixth with a score of 63.9.

Tesla was first in its industry rank, which assessed the performance of 21 automakers in total. “Tesla users have strong emotional attachments with the brand and all it stands for,” the report indicates. The three keywords most commonly associated with Tesla were “impressive,” “badass,” and “crypto.”

Interestingly, two of the “Strength of Bonds” metrics, being bonding and fusing, describe the relationship between Tesla and its owners very well. “Bonding happens when an attachment is created, and the relationship between a person and a brand becomes more significant and COMMITTED. This is the stage of acceptance when TRUST is established,” MBLM said. “Fusing occurs when a person and a brand are inexorably linked and CO-IDENTIFIED. In this stage, the identities of the person and the brand begin to merge and become a form of mutual REALIZATION and expression. Stages reveal and measure the depth and degree of intensity of an intimate brand relationship.”

Tesla scored 14th in bonding and 5th in fusing.

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435 total brands were assessed in the study, and the complete rankings can be seen here.

I’d love to hear from you! If you have any comments, concerns, or questions, please email me at joey@teslarati.com. You can also reach me on Twitter @KlenderJoey, or if you have news tips, you can email us at tips@teslarati.com.

Joey has been a journalist covering electric mobility at TESLARATI since August 2019. In his spare time, Joey is playing golf, watching MMA, or cheering on any of his favorite sports teams, including the Baltimore Ravens and Orioles, Miami Heat, Washington Capitals, and Penn State Nittany Lions. You can get in touch with joey at joey@teslarati.com. He is also on X @KlenderJoey. If you're looking for great Tesla accessories, check out shop.teslarati.com

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Tesla plans ingenious improvement to one of its best features

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Credit: Tesla

Tesla is planning to improve one of the best features on its lineup of cars, a new patent shows. Tesla’s massive glass roof on its premium models is among the coolest additions to the all-electric vehicles, but the design certainly has its complaints, especially from those who live in even slightly warm climates.

Tesla has published a new patent that promises to transform cabin comfort in its electric vehicles, particularly those equipped with the expansive glass roofs.

The document, identified as US20260091643A1 and titled “Airflow Optimization for Cabin Comfort“, addresses that common complaint. Sunlight streaming through windshields and panoramic roofs creates localized hot air pockets near the dashboard and headliner. These pockets generate significant temperature gradients that conventional heating, ventilation, and air conditioning systems struggle to manage evenly.

The exposure to direct sunlight can make the cabin extremely warm, and even after cooling down the interior temperature, combating the continuous stream of sunlight and heat is a challenge. It uses precious energy that is especially pertinent to range and efficiency.

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The patent explains how standard dashboard vents push cool air upward, only to entrain warmer air from these stagnant zones and distribute it throughout the occupied cabin space. This process forces the blower to operate at higher speeds, increasing energy consumption and reducing overall efficiency.

In electric vehicles, where every watt impacts driving range, such inefficiencies prove costly.

Research from AAA indicates that air conditioning can diminish range by up to 17 percent under hot conditions. Tesla’s innovation shifts the approach by extracting heat at its source rather than attempting to dilute it after mixing occurs.

Engineers describe a suction HVAC unit connected to dedicated intakes positioned strategically on the upper dashboard surface and within the headliner.

These intakes link to a hot air pocket extraction duct that channels the warmest air directly into the system’s plenum for conditioning. As the blower activates, it simultaneously draws recirculated cabin air and targeted hot pocket air through filters and cooling coils before redistributing conditioned airflow.

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It seems somewhat reminiscent of the Tesla heat pump, which aims to combat colder temperatures.

Tesla highlights Model Y’s heat pump innovations in new promotional video

This method reduces entrainment, lowers peak temperatures, and achieves more uniform comfort levels. Testing data reveals that facial temperature gradients drop from 21 degrees Celsius, or 69.8 degrees Fahrenheit, in conventional setups to just 12 degrees Celsius (53.6 degrees F) with the new system. Blower speeds and compressor power requirements decrease appreciably as a result.

The design incorporates smart controls that monitor sunlight intensity and internal temperature distributions in real time. Suction activates selectively only where needed, optimizing energy use without constant high demand. Furthermore, the extraction duct serves a dual purpose.

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In the summer months, it pulls hot air inward for cooling; in winter, it reverses to direct warm air outward for rapid windshield defrosting. This versatility allows the reuse of existing hardware with minimal modifications, potentially enabling retrofits in current Tesla fleets.

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Tesla saves its passengers again – This time after a 300-foot cliff fall in Malibu

A Tesla Model 3 fell 300 feet off a Malibu cliff and both passengers survived.

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A Tesla Model 3 plunged roughly 300 feet off a cliff on Mulholland Highway in Malibu on Friday morning, May 29, 2026, and both occupants survived. The crash was reported at approximately 7:30 a.m. near the 2500 block of Mulholland Highway, triggering a multi-agency rescue operation involving Malibu Search and Rescue, the Los Angeles County Fire Department, the California Highway Patrol, and McCormick Ambulance.

When first responders arrived, the male driver was outside the vehicle shouting for help while the female passenger remained pinned inside the Tesla. Rescue crews rappelled down the cliffside on ropes to reach the wreckage. A flight medic was lowered by helicopter to begin treating both victims, and the driver was hoisted up to the roadway before crews used the Jaws of Life to free the trapped passenger. Both were airlifted to a local trauma center with moderate injuries despite a remarkable result for a fall that steep.

The outcome is not surprising, considering Model 3 earned an overall 5-star rating from NHTSA in every category and sub-category, and recorded the lowest probability of injury of any car ever evaluated by the U.S. New Car Assessment Program. The absence of a traditional engine in the front of the vehicle creates a longer crumple zone that absorbs impact energy before it reaches occupants, and the battery pack running along the floor gives the car an unusually low center of gravity that reinforces structural rigidity.

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This is not the first time a Tesla has kept passengers alive after going off a cliff. A Tesla Model Y carrying a family of four survived a plunge off a cliff at Devil’s Slide near San Francisco in January 2023, with two adults and two children walking away from a 250-foot fall. That incident drew widespread attention to how the structural integrity of Tesla’s electric platform performs in extreme crash scenarios that most vehicles would not survive.

Tesla Model Y driver who drove off cliff with family attempts to avoid criminal conviction

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Tesla Full Self-Driving expansion in Europe continues with new addition

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Credit: Tesla

Tesla Full Self-Driving (Supervised) has taken yet another significant step forward in Europe. On May 29, Estonia became the third European Union country to approve the advanced driver-assistance technology, following approvals in the Netherlands and Lithuania.

Tesla Europe announced the news on X, confirming the expansion has continued across the continent that, at one time, seemed to be taking its sweet old time giving any approval to the FSD suite.

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Estonia’s Transport Administration (Transpordiamet) granted the approval by recognizing the type certification issued by the Dutch vehicle authority RDW. This mutual recognition mechanism, enabled by EU regulations, allows other member states to fast-track deployment without repeating extensive local testing.

The Estonian authority noted that Tesla’s FSD had undergone rigorous evaluation on European roads for approximately 18 months before the initial Dutch approval in April 2026.

FSD Supervised remains classified as a Level 2 advanced driver-assistance system (ADAS). Drivers must maintain full attention, keep their hands on the wheel, and stay ready to intervene at any moment.

The system assists with tasks such as automatic lane changes, navigation through city streets, and responding to traffic objects, but it does not constitute full autonomy. Estonian officials emphasized this distinction, underscoring that safety responsibility lies entirely with the driver.

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The rapid progression across the Baltic region highlights Tesla’s strategic approach to European expansion. The Netherlands provided the foundational type approval in April, unlocking doors for neighboring countries.

Lithuania followed swiftly in mid-May, with rollout beginning shortly thereafter. Estonia’s decision, coming just days later, demonstrates how smaller, digitally progressive nations are accelerating adoption.

Tesla owners in Estonia can expect an over-the-air software update in the coming weeks, bringing the latest FSD capabilities to compatible vehicles

This expansion builds on Tesla’s global momentum. FSD Supervised is now available in 11 countries worldwide, including the United States, Canada, Australia, and South Korea. In Europe, the approvals signal growing regulatory confidence in Tesla’s vision-based AI approach, which relies on cameras and neural networks rather than lidar or radar-heavy alternatives used by some competitors.

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For Tesla, these European milestones are more than symbolic. They validate years of data collection and software iteration while opening new revenue streams through FSD subscriptions and purchases.

As the company continues refining its AI models with real-world miles from diverse driving environments, including Estonia’s variable winter conditions, the dataset grows richer, potentially benefiting global users.

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