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How Tesla capitalizes on four components of great consumer experience

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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.

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 Model 3 hits quarter million miles with original battery and motor

The Model 3’s Battery Management System (BMS) shows a State of Health between 88% and 90%.

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(Credit: Tesla Asia/Twitter)

A Western Australian Tesla Model 3 has captured global attention after racking up an impressive 410,000 kilometers (254,000 miles) on its original battery and motor, while still retaining around 90% of its original battery health.

Long-term Model 3

The 2021 Model 3 Standard Plus, equipped with a 60 kWh lithium iron phosphate (LFP) battery, has been in constant use as an Uber rideshare vehicle. According to Port Kennedy EV specialist EV Workz, the car’s Battery Management System (BMS) shows a State of Health between 88% and 90%.

EV Workz owner Edi Gutmanis shared the findings on Facebook’s Electric Vehicles For Australia page on August 8, and the post quickly went viral. As per Gutmanis, the Model 3’s charging history shows 15,556 kWh delivered via DC fast charging (29% of the total) and 38,012 kWh via AC charging (71% of the total). 

Gutmanis also broke down the fuel savings for the Model 3. A petrol car covering the same 410,000 km at 7L/100km and $1.70 per liter would cost an estimated AU$50,000 in fuel. By comparison, charging the Tesla using average commercial rates would be about AU$20,737 and just AU$13,000 if using Western Australia’s EV tariff. That’s a potential refueling saving of roughly $37,000, not including the avoided maintenance costs of an internal combustion engine.

Simple fix

The car came into EV Workz for a driveline “judder” issue, as per a report form EV Central Australia. Gutmanis found the real cause was simply worn motor mount bushes. After seven hours of labor and $130 in parts, “the car drives just as good as the first day it left the dealership,” Gutmanis said.

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Gutmanis, whose business also performs EV conversions on classics and 4x4s, says the results aren’t surprising. “We expect this sort of longevity with EV batteries,” he explained, though this is the highest-mileage Model 3 he has encountered in Australia.

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Mysterious covered Tesla Model Y fleet spotted in Giga Berlin

The vehicles were sighted during a recent drone flyover of the Germany-based Model Y production site.

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Credit: @TobiasLindh/YouTube

A fleet of mysterious covered Model Y units has been spotted at the Giga Berlin complex. The vehicles were sighted during a recent drone flyover of the Germany-based Model Y production site.

A mysterious fleet

The mysterious Model Y fleet was sighted by longtime Giga Berlin watcher Tobias Lindh, who has been chronicling the progress and activities of Tesla’s German factory complex for years. During his flyover on August 12, 2025, Lindh noted that he was able to spot a fleet of fully covered Model Y units being gathered in one section of the Giga Berlin site.

The presence of the covered Model Y units caught a lot of attention online, with numerous Tesla watchers speculating if the vehicles were the Model Y L or the yet-to-be-released Model Y Performance. Giga Berlin only produces Model Y units, after all, and both the Model Y L and Model Y Performance are yet to be rolled out by the electric vehicle maker.

Tesla Model Y Performance the Model Y L

The Model Y is Tesla’s best-selling vehicle by a mile, selling so well that it was able to become the world’s best-selling car by volume in 2023. With the changeover to the new Model Y this year, Tesla has only released the vehicle’s updated RWD and AWD versions. The updated Model Y Performance is yet to be released as of writing, though sightings of apparent Model Y Performance units have been reported on social media.

In recent weeks, however, the Model Y news cycle has been dominated by the upcoming release of the Model Y L, an extended wheelbase, six-seat version of the best-selling all-electric crossover. The Model Y L is expected to be produced in Giga Shanghai initially, though Giga Berlin, the Fremont Factory, and Giga Texas are also expected to produce the variant in the near future. 

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Check out Giga Berlin’s mysterious Model Y fleet in the video below.

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Ukraine completes first Starlink direct-to-cell test in Eastern Europe

The trial was announced by the Ministry of Digital Transformation and Kyivstar’s parent company Veon, in a press release.

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Credit: SpaceX

Ukraine’s largest mobile operator, Kyivstar, has completed its first test of Starlink’s Direct to Cell satellite technology, enabling text messages to be sent directly from 4G smartphones without extra hardware. 

The trial was announced by the Ministry of Digital Transformation and Kyivstar’s parent company Veon in a press release.

First Eastern Europe field test

The Zhytomyr region hosted the pilot, where Deputy Prime Minister Mykhailo Fedorov and Kyivstar CEO Oleksandr Komarov exchanged texts and even made a brief video call via Starlink’s satellite link in northern Ukraine’s Zhytomyr region. 

Veon stated that the test marked Eastern Europe’s first field trial of the technology, which will allow Kyivstar’s 23 million subscribers to stay connected in areas without cellular coverage. The service will debut in fall 2025 with free text messaging during its testing phase.

“Our partnership with Starlink integrates terrestrial networks with satellite platforms, ensuring that nothing stands between our customers and connectivity – not power outages, deserts, mountains, floods, earthquakes, or even landmines,” Veon CEO Kaan Terzioglu stated.

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Starlink in Ukraine

Kyivstar signed its Direct to Cell agreement with Starlink in December 2024, about a year after a major cyberattack disrupted service and caused nearly $100 million in damages, as noted in a report from the Kyiv Independent. Starlink technology has been a pivotal part of Ukraine’s defense against Russia in the ongoing conflict.

“Despite all the challenges of wartime, we continue to develop innovative solutions, because reliable communication under any circumstances and in any location is one of our key priorities. Therefore, this Kyivstar project is an example of effective partnership between the state, business, and technology companies, which opens the way to the future of communication without borders,” Mykhailo Fedorov, First Deputy Prime Minister of Ukraine, said.

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