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Tesla’s consumer bond-to-brand intensity ranks second only behind Disney: study
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.
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.”
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Tesla scored 14th in bonding and 5th in fusing.
435 total brands were assessed in the study, and the complete rankings can be seen here.
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SpaceX will report second quarter results after the market closes on Tuesday, August 4, marking the first time the company has opened its books to the public since its record IPO in June. Management will host a live audio only webcast at 4:30 p.m. ET, streamed on X, with no dial in option.
The debut carries more weight than a typical first quarter as a public company. Two trading days after the release, on August 6, the first tranche of SpaceX’s lockup expires, freeing roughly 911.5 million insider and employee shares, worth well over $100 billion at current prices and the largest such release in Wall Street history. A second, larger tranche tied to the stock trading 30 percent above its $135 IPO price never triggered, since shares have spent most of July trading below that price.
Wall Street’s models point to revenue near $6.9 billion for the quarter, up sharply from the $4.69 billion SpaceX reported in the first quarter, with a narrower per share loss than the $1.27 posted three months earlier, according to estimates compiled by Motley Fool. Those numbers will be the first look at how SpaceX’s three segments, Starlink, launch and AI, are performing independently.
SpaceX scores another massive Pentagon deal to support military satellites
Investors heading into the call have a specific list of questions. How many net new Starlink subscribers did SpaceX add after ending March with 10.3 million, and is average revenue per user holding up as the service expands into lower income markets. How much of the AI segment’s revenue reflects contract signings with Anthropic, Google and Reflection AI this year, deals that combined could annualize to nearly $28 billion if fully ramped. Whether capital expenditures, which nearly doubled in the AI segment alone between 2024 and 2025, are still accelerating or starting to plateau. And whether management offers any forward guidance at all, something SpaceX has never done publicly.
The report will also land days after Elon Musk publicly denied a Wall Street Journal report describing internal planning to separate Tesla’s China business ahead of a potential Tesla-SpaceX merger. Whether Musk or SpaceX executives address that speculation on the call, even indirectly, maybe something investors will be listening for on Tuesday.
As Teslarati reported after Musk’s own warning to short sellers last week, the CEO has made clear he expects skeptics to be proven wrong over time. Tuesday will be the first chance for the numbers themselves to make that case.
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Elon Musk
SpaceX’s Starship just got filmed by its own cargo
SpaceX released new footage of Starship in space captured by the Starlink satellites it deployed.
SpaceX released a new video Friday evening showing Starship from an angle showcased by its own Starlink satellites, watching the rocket drift away in orbit.
The 65 second clip, posted on X, stitches together footage from four cameras mounted on a single Starlink V3 satellite. It opens with a close view of Starship’s 171 foot upper stage, still catching sunlight, then pulls back as the two spacecraft separate.
The footage comes from Starship’s 13th flight test, which launched July 24 from Starbase after a scrubbed attempt and an abort caused by an engine issue the week before. When Flight 13 finally flew, it carried the first batch of functional Starlink V3 satellites Starship has ever deployed, twenty of them, with six equipped with cameras meant to scan the ship’s heat shield during reentry.
View of Starship in space from a Starlink V3 satellite on Flight 13.
This composite is made of imagery from four separate cameras on a single satellite. Six of the satellites were equipped with cameras to scan Starship’s heat shield and transmit imagery down to operators to… pic.twitter.com/sNTHHz5vLr
— SpaceX (@SpaceX) July 31, 2026
Flight 13 checked most of its boxes. Starship deployed all 20 satellites, relit a Raptor engine in space, and splashed down softly in the Indian Ocean off Western Australia. Musk’s longer term plan calls for a Starlink V3 constellation of 100,000 satellites, according to a recent FCC filing, with Starship as the only vehicle capable of launching them at the volume that requires. Each Starship flight is designed to carry up to 60 V3 satellites once the vehicle reaches routine service, well beyond what Falcon 9 can carry in a single mission.
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Starship is next expected to fly with an attempt at catching the ship itself with the launch tower’s mechanical arms, a maneuver SpaceX has so far reserved for the Super Heavy booster.
Tesla flexed the new features of the Model Y L with a dedicated media event at the company’s Diner on Santa Monica Boulevard in Los Angeles.
The Model Y L is the extended-wheelbase version of the all-electric crossover, which has been voted the best-selling car in the world on three occasions. The vehicle is already rolling off production lines at Gigafactory Texas, and first deliveries are slated to take place later this year.
Tesla brings Model Y L ‘Launch Series’ to the U.S. at $61,990
Teslarati was invited to the event, but due to some scheduling conflicts, we could not make it to Los Angeles. Instead, we will have our hands on a media unit sometime in August, so we’ll be able to spend some more extended time with the Model Y L.
However, plenty of those who made it to LA shared some cool features that set the Model Y L apart from the Model Y.
Multi-Row Climate Control
Tesla fitted the Model Y L with full climate control on all three rows on the front screen. It can be adjusted by selecting which row you’d like to modify on the right-hand side of the touch screen:
The Model Y L has a little row of icons on the right side of the climate screen so the front passenger can more quickly jump to whatever row they want to control. pic.twitter.com/uJS44mgCvk
— Sawyer Merritt (@SawyerMerritt) July 30, 2026
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Better Rear Window Visibility
One of the strangest things about the Model Y, especially the Juniper iteration, is the rear window has extremely limited visibility when looking into the rearview mirror.
Tesla has improved upon this with the Model Y L:
This is a drastic difference. https://t.co/wTdhitD5aA pic.twitter.com/z6hFs0Jkss
— TESLARATI (@Teslarati) July 30, 2026
PowerShare will be included
Model Y L will come with PowerShare in North America, with an 11.5kW output to your home. Tesla said it would require Powerwall 3 for operation.
Wireless Charging Pad
There has been some speculation that Tesla would upgrade the wireless charging pads in the United States, but this is not the case.
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Tesla owner fixes common feature complaint with crafty DIY retrofit
Tesla confirmed that it does not come with the cooled pads as the Y L in China does. This is because North America has not adopted Qi charging yet.
Thermal Management Improvements
These improvements in the Model Y L were seen with thermal management:
- Up to 15% faster cabin cooling
- +23% thermal efficiency gained in hot weather, 7 miles of real-world range gained
- 8x more solar energy reflection off of glass roof
- 30% reduction in solar energy entering the cabin
Some of the thermal management improvements in the new Model Y L Premium:
• Up to 15% faster cabin cooling
• Up to 15 min faster cabin cooling in sunny conditions
• +23% thermal efficiency gained in hot weather +7 miles of real-world range gained
• +10 miles recovered after… pic.twitter.com/jZirFWFdtO— Sawyer Merritt (@SawyerMerritt) July 31, 2026
Demand
Tesla said the Model Y L is almost sold out in the U.S. It comes with
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- 1 year of FSD Supervised
- 1 year of Supercharging
- 1 year of Premium Connectivity
- Free exterior paint color, interior, and wheel option at no additional cost
SpaceX’s biggest test yet arrives this week and it’s not a rocket launch
SpaceX’s Starship just got filmed by its own cargo
