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How Tesla capitalizes on four components of great consumer experience

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8 years ago

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Tesla may have the edge over other automakers as they make the transition to autonomous vehicles, machine learning, and cloud-based engineering. That’s because Tesla doesn’t sacrifice the thrill of driving for the ease and entertainment of mobility technology.

A new study by Group XP indicates that automakers may be failing to maintain relevance as consumer expectations turn to constant influxes of fresh engagement moments. The report, which was produced by a partnership among Brand Union, FITCH, SET, and SET Live, explores innovations in design, connectivity, and service as the key imperatives that prompt success for mobility brands. The consulting group says that consumers today feel that their lives are defined by experiences, and now, more than ever in our consumer-driven society, people are as demanding of an experience as they are of a purchase.

Businesses that have responded to this shift in expectation are flourishing, and automakers who fail to produce a vehicle that helps consumers “completely re-imagine the process of how we get from A to B” may fall significantly behind in the industry. With cars projected to transform “from being single-serving modes of transport into hyper-customizable, seamless extensions of living space,” an automaker like Tesla has been well ahead of others with its all-electric car’s visual appeal, the company’s fervent fanbase, the records for performance and quality, and for technology innovations like the Autopilot function.

How does Tesla perform according to four components of great experience brands?

The Group XP Experience Index ranks what has been called the most important marketing metric going forward: Share of Experience. Let’s see how Tesla performs.

They must stand for something unique.  Tesla has never been just a carmaker, and its broad business goals make it stand apart from other automakers. The company will “build the machines that build the machine” through Gigafactory 1 in Nevada. It is a company that also builds Supercharger networks, solar roofs, battery packs for residences and businesses, and maybe even tunnel boring. No other automaker has the extensive business outreach of Tesla.

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Aerial photos of Gigafactory 1 from March, 2017 reveal newly completed sections

They must deliver on our most important needs. In our high tech and often stress-filled society, people crave reliability and simplicity alongside careful construction and design. Consumers want to turn to a company that has mastered faultless execution to become a default platform brand that inspires and returns trust. Tesla knows and respects the needs of its customers and creates relationships that are amazingly personal for such a huge company. Part of that relationship-building comes from delivering a product that is exceptional in the marketplace and assertively visionary. It also offers a car that retains the traditional desired elements of  suspension, acceleration, and torque.

They must provide us with exemplary content. Tesla’s user interface revolutionized the way that drivers interact with an automobile. Instead of a traditional reliance on analog buttons and switches, Tesla has provided its customers with an incredibly different interior design. Their approach has had a disruptive influence on the auto industry. The 17″ center stack touchscreen, “Easter eggs” that spark curiosity, an operating system that gets frequent wireless updates, frequently upgraded Autopilot system: all provide Tesla customers with a level of content they’ve come to expect from their smartphones.

Tesla Easter Egg transforms the vehicle into the James Bond 007 Submarine

They must utilize a higher brand purpose to make all of our future lives better. The overarching purpose of Tesla has always been to “help expedite the move from a mine-and-burn hydrocarbon economy towards a solar electric economy” as a primary sustainable solution to the planet’s warming. A Tesla driver who travels less than 350 miles per week is “energy positive” with respect to personal transportation, actually putting more energy back into the system than is consumed in transportation. Tesla co-markets sustainable energy products from other companies along with their car. All of these and more create a company who business model exceeds profitability and will have a lasting impact on our world.

As transportation becomes less intrusive, some automotive brands risk innovating themselves out of the brand equity due to their inability to meet the four elements of shared experience that today’s customers expect. Tesla, instead of adapting a metal exterior to a series of tech applications, has integrated sustainability into performance and identity. It’s an equation that other automakers are hurrying to emulate.

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Carolyn Fortuna is a writer and researcher with a Ph.D. in education from the University of Rhode Island. She brings a social justice perspective to environmental issues. Please follow me on Twitter and Facebook and Google+

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Tesla officially launches Robotaxi service with no driver

Tesla launches its driverless Robotaxi in Austin, marking the first time the company has offered its ride-hailing service anywhere in the world.

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4 hours ago

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June 22, 2025

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Credit: Tesla

Tesla has officially launched its Robotaxi service platform with no driver in Austin, Texas. This is the first time Tesla has allowed driverless Robotaxis to pick up members of the public and take them around via the ride-sharing service the company has been developing for several years.

Teslarati had a first-hand look at the launch of the Robotaxi service in Austin, as we are part of the Early Access group, which is a limited group of people that will be able to hail a driverless Model Y in the geofenced area in Texas.

The Robotaxi platform is currently geofenced in a small portion of South Austin. It is roughly thirty minutes from end to end, and Tesla’s strategy is prioritizing safety through a number of safeguards that are implemented in this early program.

There is a fixed price of just $4.20 for any ride, regardless of duration, at this time. This will not always be the case, however. When a wider customer base is allowed to hail Robotaxis, ride fares will vary on things like travel distance, length of trip, and potentially time of day.

The first rides kicked off at around 2 p.m. local time in Austin. They are confined to the back row of the Model Y, while a Tesla safety monitor sits in the passenger seat. Passengers will have their personal media and streaming settings available to them as the car will sync with their driver profiles.

Rides are requested through a Robotaxi addition on the regular Tesla iOS app:

The safety monitor is only there to ensure things go smoothly with each ride. They do not have pedals or a steering wheel on their side. The car is doing everything during these Robotaxi rides.

The big takeaway from Robotaxi’s launch is that Tesla will begin generating additional revenue through this new stream. As concerns over demand and annual growth rate continue to take focus from doubters, Tesla’s continuous rollout of the Robotaxi fleet will expand potential revenue opportunities, potentially creating billions upon trillions of dollars in value.

This is something Tesla permabulls like Cathie Wood of ARK Invest and Dan Ives of Wedbush have talked about for years: the launch of a driverless Robotaxi fleet that generates new income streams for Tesla.

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First Look at Tesla’s Robotaxi App: features, design, and more

Tesla is using a Robotaxi section of its normal smartphone application to enable access to driverless vehicles roaming around Austin.

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5 hours ago

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June 22, 2025

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Tesla has officially launched the Robotaxi platform to a limited number of people, giving them the ability to ask for a ride from a driverless Model Y in Austin, Texas. But how do you hail a ride?

Through the Tesla Robotaxi app, which officially launched on June 22 as the company initiated the first rides for non-employees, people can request rides from driverless cars that are traveling around Austin. Teslarati gained access to the app as we are members of the Early Access Rider program.

There are only a very limited number of vehicles operating within the fleet currently, as Tesla has said the number is between 10 and 20 vehicles.

Tesla is using a Robotaxi section of its iOS smartphone app for the launch, confirming what the company said prior to the program’s maiden voyage: there would not be a separate app for the Robotaxi.

First Look at the Robotaxi App

The Tesla Robotaxi app, similar to the official Tesla App, features a simple interface that should be familiar to anyone who has used a ride-sharing app in the past. Downloading the app brings users to a sign-in page, which features a Tesla Model Y Robotaxi as a header image. Users can then log in or create an account to access the service.

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A Clean, Simple UI

Upon logging in, users are presented with a clean user interface that allows them to select a destination and pickup point. Upon booking, users are provided with a real-time update on when their Robotaxi will arrive. Users could also select some settings for their upcoming ride, such as their preferred temperature in the cabin.

Smart Suggestions

If there is one evident thing about Tesla’s Robotaxi App, it is the fact that it is smart and designed to make driverless ride sharing services feel as normal as possible. While waiting for their ride, customers are presented with a number of tips that should help them understand their robotaxi better.

These include tips on how to use the Model Y’s door handles, as well as information about the vehicle’s light signals. The app also includes smart suggestions on destinations that riders can visit using their Robotaxi. These include cafes, restaurants, parks, shopping centers, and other pertinent locations.

Credit: @BLKMDL3/X

Cybercab Theme

Another thing that is evident with the Robotaxi App is its Cybercab-inspired color theme. This is evident from the login page, which already features the golden hues of the dedicated two-seater autonomous car. The golden Cybercab color theme is used to great effect inside the app itself as well.

No Tips, at Least for Now

As observed by Tesla owner-enthusiast @BLKMDL3, Tesla is not accepting anything more than the service’s flat $4.20 rate per ride for now. If customers wish to leave a tip for the service, they would be presented with a page featuring Tesla’s hedgehog mascot saying “Just Kidding.”

Tips will likely be an option in the future, but for this stage of the Robotaxi rollout, it appears that the service really will follow a flat rate system.

 

 

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Watch Tesla’s first driverless public Robotaxi rides in Texas

Tesla’s first driverless Robotaxi rides for non-employees are starting with the first drives beginning today.

Published

6 hours ago

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June 22, 2025

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Tesla has finally launched its Robotaxi platform to members of the public for the first time in Austin, Texas.

The Tesla Robotaxi platform is a driverless ride-hailing service that will enable people to use their cars for passive income as they will ride around, find riders, and drive them to their destinations in exchange for money. For right now, Tesla is using company vehicles, the Model Y specifically, and has opened up rides to a small number of people who are a part of the Early Access Program.

Teslarati is a member of the Early Access Program, as we were invited to Austin for the launch. We have gained access to Tesla’s new Robotaxi app, which lies within the main Tesla iOS app, and we are able to use the Robotaxi fleet during the Early Access Program.

The first rides are already occurring as Tesla launched the platform at around noon local time in Austin on Sunday:

The video shows that Tesla’s initial Robotaxi rides are being quite cautious. Currently, the Robotaxis can only travel within a geofenced portion of Austin. This area will eventually be expanded.

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For the time being, Tesla is keeping a safety rider in the vehicles with occupants, but they do not take up the driver’s seat. Instead, they are sitting in the passenger’s seat. This is simply a safety precaution that Tesla is using to keep Early Access riders safe, although there are ways riders can alert Tesla of any issues.

In the initial communication Tesla sent to members of the Early Access Rider program, the company said the Cabin Camera would be deactivated for the duration of their rides, but can be used if the rider needs support. Additionally, the in-cabin microphone will be deactivated, but can also be used to get in contact with support if there are any issues during the ride.

We have seen a variety of different Robotaxis rolling around Austin for the past several weeks. The company has been testing the vehicles in a very limited way for the time being, and it only has between 15 and 20 Robotaxis in the city for the launch. This number will slowly grow over time.

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