News
Tesla defies industry trends and sees increases in brand loyalty
Despite the shortages of computer chips and other logistical issues that have compelled other automakers to reduce output dramatically, Tesla defied industry trends and showed a 4% rise in brand loyalty.
The percentage of customers who choose the same brand when they trade in or purchase their next car is a measure of brand loyalty. Some brands perform better than others, as you might expect, and a recent study in this area reveals some extremely intriguing developments that have occurred over the previous two years.
In a live webinar, S&P Global Mobility Loyalty Principal Tom Libby analyzed brand loyalty data trends during widespread inventory shortages from January 2020 to April 2022.
Automotive News attended the event called “Baker’s Dozen: 13 Takeaways From Today’s New Vehicle Loyalty Landscape.” The Baker’s Dozen examined brand loyalty data trends and inventory shortages across the board. The information was gathered between January 2020 and April 2022. It concluded that Tesla is still on top in the luxury brand loyalty market and doesn’t appear to be slowing down.
Since the start of inventory shortages in March 2021, brand loyalty for both mainstream and premium automakers has decreased. Tesla is the only one that has stood out from the crowd, and it was one of three premium brands that did not see a loss in customer loyalty over that period.

According to Libby, Tesla didn’t get there by poaching clients from rival companies. Compared to premium and mainstream rivals, the company’s conquest/defection ratio, which measures the number of customers switching to Tesla split by the number leaving the brand, was low.
“Tesla’s C/D ratio with the other luxury makes, except for Land Rover, was down, which I found surprising. I thought that perhaps they were suffering because of Tesla,” Libby said. “And overall mainstream is down also, which I found surprising.”
Tesla depends on internal loyalty to drive its growth rather than stealing customers away from competing businesses.
According to Automotive News, “The Model 3, the company’s dominant nameplate, is behind the trend. The vehicle’s loyalty rate jumped by over 7.5 percentage points to an average of 62.2%.”
From March 2021 to April 2022, nearly 62% of Model 3 consumers already had a Tesla vehicle. Compared to March 2021, when it had a 49.1% loyalty rating, March 2022 saw a 73.1% loyalty rate, a 24 percentage point rise.
In light of inventory limitations, Libby provided several theories as to why Tesla has been successful. He believes Elon Musk’s distinctive personality and marketing efforts are the reason for Tesla’s success.
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Elon Musk
Elon Musk shares big Tesla Optimus 3 production update
According to Musk, Tesla is in the final stages of completing Optimus 3, which he described as one of the world’s most advanced humanoid robots.
Tesla CEO Elon Musk has stated that production of Optimus 3 could begin this summer. Musk shared the update in his interview at the Abundance Summit.
According to Musk, Tesla is in the final stages of completing Optimus 3, which he described as one of the world’s most advanced humanoid robots.
“We’re in the final stages of completion of Optimus 3, which is really going to be by far the most advanced robot in the world. Nothing’s even close. In fact, I haven’t even seen demos of robots that are as good as Optimus 3,” Musk said.
He also set expectations on the pace of Optimus 3’s production ramp, stating that the initial volumes of the humanoid robot will likely be very low. Musk did, however, also state that high production rates for Optimus 3 should be possible in 2027.
“I think we’ll start production on Optimus 3 this summer, but very slow at first, like sort of this classic S-curve ramp of manufacturing units versus time. And then, probably reach high volume production around summer next year,” he said.
Interestingly enough, the CEO hinted that Tesla is looking to iterate on the robot quickly, potentially releasing a new Optimus design every year.
“We’ll have Optimus 4 design complete next year. We’ll try to release a new robot design every year,” Musk stated.
Tesla has already outlined broader plans for scaling Optimus production beyond its first manufacturing line. Musk previously stated that Optimus 4 will be built at Gigafactory Texas at significantly higher production volumes.
Initial production lines for the robot are expected to be located at Tesla’s Fremont Factory, where the company plans to establish a line capable of producing up to 1 million robots per year.
A larger production ramp is expected to occur at Gigafactory Texas, where Musk has previously suggested could eventually support production of up to 10 million robots per year.
“We’re going to launch on the fastest production ramp of any product of any large complex manufactured product ever, starting with building a one-million-unit production line in Fremont. And that’s Line one. And then a ten million unit per year production line here,” Musk said previously.
The comments suggest that while Optimus 3 will likely begin production at Fremont, Tesla’s larger-scale manufacturing push could arrive with Optimus 4 at Gigafactory Texas.
Elon Musk
Tesla showcases Optimus humanoid robot at AWE 2026 in Shanghai
Tesla’s humanoid robot was presented as part of the company’s exhibit at the Shanghai electronics show.
Tesla showcased its Optimus humanoid robot at the 2026 Appliance & Electronics World Expo (AWE 2026) in Shanghai. The event opened Thursday and featured several Tesla products, including the company’s humanoid robot and the Cybertruck.
The display was reported by CNEV Post, citing information from local media outlet Cailian and on-site staff at the exhibition.
Tesla’s humanoid robot was presented as part of the company’s exhibit at the Shanghai electronics show. On-site staff reportedly stated that mass production of the robot could begin by the end of 2026.
Tesla previously indicated that it plans to manufacture its humanoid robots at scale once production begins, with its initial production line in the Fremont Factory reaching up to 1 million units annually. An Optimus production line at Gigafactory Texas is expected to produce 10 million units per year.
Tesla China previously shared a teaser image on Weibo showing a pair of highly detailed robotic hands believed to belong to Optimus. The image suggests a design with finger proportions and structures that closely resemble those of a human hand.
Robotic hands are widely considered one of the most difficult engineering challenges in humanoid robotics. For a system like Optimus to perform complex real-world tasks, from factory work to household activities, the robot would require highly advanced dexterity.
Elon Musk has previously stated that Optimus has the capability to eventually become the first real-world example of a Von Neumann machine, a self-replicating system capable of building copies of itself, even on other planets. “Optimus will be the first Von Neumann machine, capable of building civilization by itself on any viable planet,” Musk wrote in a post on X.
Elon Musk
Tesla Cybercab production line is targeting hundreds of vehicles weekly: report
According to the report, Tesla has been adding staff and installing new equipment at its Austin factory as it prepares to begin Cybercab production.
Tesla is reportedly designing its Cybercab production line to manufacture hundreds of the autonomous vehicles each week once mass production begins. The effort is underway at Gigafactory Texas in Austin as the company prepares to start building the Robotaxi at scale.
The details were reported by The Wall Street Journal, citing people reportedly familiar with the matter.
According to the report, Tesla has been adding staff and installing new equipment at its Austin factory as it prepares to begin Cybercab production.
People reportedly familiar with Tesla’s plans stated that the company has been growing its staff and bringing in new equipment to start the mass production of the Cybercab this April.
The Cybercab is Tesla’s upcoming fully autonomous two-seat vehicle designed without a steering wheel or pedals. The vehicle is intended to operate primarily as part of Tesla’s planned Robotaxi ride-hailing network.
“There’s no fallback mechanism here. Like this car either drives itself or it does not drive,” Musk stated during Tesla’s previous earnings call.
Tesla has indicated that Cybercab production could begin as soon as April, though Elon Musk has noted that early production will likely be slow before ramping over time. Musk has stated that the Cybercab’s slow ramp is due in no small part to the fact that it is a completely new vehicle platform.
Tesla’s Cybercab is designed to work with the company’s Full Self-Driving (FSD) system and support its planned autonomous ride-hailing service. The company has suggested that the vehicle could cost under $30,000, making it one of Tesla’s most affordable models if produced at scale. Musk has confirmed in a previous X post that the vehicle will indeed be offered to regular consumers at a price below $30,000.
Musk has previously stated that Tesla could eventually produce millions of Cybercabs annually if demand and production capacity scale as planned.