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How Tesla capitalizes on four components of great consumer experience
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.
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.
Just hours after Starship Flight 13 achieved a successful soft splashdown of its upper stage in the Indian Ocean on July 24, Elon Musk announced an ambitious next step for the company’s next launch of the rocket.
“Unless we discover problems after mission data review, SpaceX will attempt to catch the ship with the tower on [the] next flight,” the SpaceX CEO posted on X on Friday.
That “next flight” is expected to be Flight 14. The plan involves returning the Starship upper stage, commonly called the “ship,” to the Starbase launch tower in Texas and catching it mid-air using the same mechanical “chopsticks” arms that have already proven themselves with the Super Heavy booster.
Unless we discover problems after mission data review, SpaceX will attempt to catch the ship with the tower on next flight
— Elon Musk (@elonmusk) July 25, 2026
A successful catch would mark the first time an orbital-class upper stage has been recovered this way, advancing SpaceX’s goal of full and rapid reusability for the entire vehicle.
SpaceX has already demonstrated the tower-catch technique multiple times with Super Heavy. The first successful catch came on Flight 5 in October 2024, when Booster 12 was plucked from the sky by the Mechazilla arms. Subsequent flights, including those involving Boosters 14 and 15, repeated the feat. Several of those recovered boosters were later inspected, refurbished, and flown again, proving the system’s viability for quick turnaround.
Traditional reusable rockets, such as SpaceX’s own Falcon 9 or Blue Origin’s New Shepard, land on legs either on land or droneships. Rocket Lab has recovered its small Electron first stages by helicopter, but those are far lighter vehicles.
SpaceX Starship just nailed something it’s never done before
The China Academy of Launch Vehicle Technology (CALT), a subsidiary of the China Aerospace Science and Technology Corp. (CASC), completed a catch of its booster on July 10. They are the only entity besides SpaceX to attempt and complete the feat.
Flight 13 provided encouraging data. The ship executed a controlled reentry, flipped, and soft-landed intact in the ocean after deploying Starlink satellites, offering the first clear post-splashdown views of an undamaged heat shield. The Super Heavy booster, meanwhile, experienced a harder splashdown in the Gulf of Mexico.
Musk has previously stressed that ship catches would only follow multiple successful soft ocean landings to minimize risk of debris over land.
If Flight 14 succeeds, SpaceX would take a major stride toward routine, rapid reuse of both stages—critical for lowering launch costs and supporting ambitious plans for lunar and Mars missions. For now, teams are reviewing the Flight 13 data. Should everything check out, the next Starship flight could deliver one of the most spectacular recoveries in aerospace history.
In a move echoing its earlier commitment to open innovation, Tesla CEO Elon Musk announced recently that the company plans to make the design and software of its Model S and Model X fully open source.
This follows the same approach Tesla took with its original Roadster, releasing all available design, engineering, and diagnostic materials in November 2023 so that “whatever we have, you now have.”
Just as Tesla made the original Roadster design & software open source, we plan to do the same with Model S & X
— Elon Musk (@elonmusk) July 24, 2026
The Model S, introduced in 2012, was Tesla’s first mass-produced vehicle and a groundbreaking luxury electric sedan. It offered impressive range, rapid acceleration, and over-the-air software updates that redefined expectations for electric cars.
The Model X, launched in 2015, built on that foundation as a high-performance electric SUV notable for its distinctive falcon-wing doors, spacious interior, and advanced safety features. Both models served as flagships that helped establish Tesla as a leader in the EV industry and popularized long-range battery-electric vehicles.
Production of the Model S and Model X was wound down earlier in 2026, with manufacturing ending in the second quarter. Tesla redirected the Fremont factory space previously used for these vehicles toward higher-priority projects, including Optimus humanoid robots and the Cybercab autonomous vehicle.
By the time of Musk’s open-source announcement, custom orders had closed and only remaining inventory was available.
Open-sourcing the designs and software offers several clear advantages. Owners of these aging but still capable vehicles gain better access to technical documentation, diagnostic tools, and software resources, making independent repairs and modifications easier and more affordable.
Independent repair shops and third-party specialists can support the large existing fleet without relying solely on Tesla’s service network. Enthusiasts and engineers can study real-world implementations of Tesla’s battery, powertrain, and software systems, potentially accelerating broader industry progress in electric mobility.
The step aligns with Tesla’s 2014 patent pledge and its overall mission to advance sustainable transport by sharing hard-won knowledge rather than locking it behind proprietary walls.
By releasing these materials now that the models have left production, Tesla ensures continued support for its early adopters while freeing internal resources for future technologies. The open-source release of the original Roadster already enabled simulations, community projects, and deeper technical understanding.
Extending that practice to the Model S and Model X should deliver similar benefits on a larger scale, helping keep these influential vehicles relevant and repairable for years to come
Tesla flexed one incredible Robotaxi metric during the Q2 Earnings Call that skeptics have to hate to hear. The company’s platform has already driven more than 380,000 miles of unsupervised ride-hailing across several states with no notable incidents.
During the company’s Q2 Earnings Call on Wednesday, Vice President of AI, Ashok Elluswamy, said:
“First of all, I’d like to state that the Robotaxi program has been operating extremely well. Especially in terms of safety, the program has had an impeccable safety record. We have driven more than 380,000 miles of unsupervised Robotaxi, now across six cities in two different states. We have had zero notable incidents. Any reports have been of other actors impacting us when we were stationary. I like to emphasize how safe the operation has been so far. Zero notable incidents over 380,000 miles.”
Elluswamy’s claim over Robotaxi miles is a significant milestone for Tesla in the grand scheme, especially considering this is a sizeable number of miles without any incident.
0 notable incidents across over 380,000 miles traveled by Robotaxi
— Tesla (@Tesla) July 22, 2026
Tesla’s self-driving approach is much different than that of other companies. Tesla has maintained that vision is the only thing needed to have a solid and effective self-driving suite. Many self-driving companies utilize things like LiDAR, sensors, and other elements to improve performance, but Elluswamy sent a jab at those who believe it’s needed.
“Historically, the so-called experts have always claimed that you need LiDARs, radars, HD maps, and the entire kitchen sink to drive safely. Here we show that such is not true. You can have safe, comfortable, and affordable autonomy with just cameras. This record should be a huge validation of Tesla’s entire AI approach.”
The feat of accumulating this many miles without any driver behind the wheel is impressive. The thing is, Tesla is also doing this across several different locations, with varying traffic rules, pedestrian levels, weather patterns, and other important factors.
While Tesla is not ready to roll out an unsupervised platform completely, it is a slow but steady indication that the company is well on its way to figuring things out.
The company’s attitude toward expansion is slow, safe, and controlled, and despite this huge milestone, it will still be some time until we see Tesla truly unleash unsupervised rides more aggressively.
SpaceX wants to catch Starship for launch 14, Elon Musk says
Tesla to open source Model S and Model X designs and software
