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Tesla defies industry trends and sees increases in brand loyalty

(Photo: Ma. Claribelle Deveza)

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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.

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Credit: Automotive News 

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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Tesla adds useful Model 3/Y feature home chargers will love

Tesla has made it easier for Model 3 and Y owners to unlock the charging cable with certain adapters, chargers, and home chargers.

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Credit: Tesla China

Tesla has recently added a small, albeit useful feature for owners who charge their electric vehicles (EVs) at home, and specifically for those who use third-party chargers.

Although Tesla’s first-party home chargers include a physical latch and unlatch button, many third-party chargers do not. As such, in Tesla’s software update 2025.20 that began rolling out this week, the automaker added a subtle shortcut for the Model 3 and Model Y that allows users to stop charging sessions on third-party charging handles and adapters without the unlatch button (via Not a Tesla App).

To unlock the pin that locks the charging cable in place, Tesla Model 3 and Model Y owners will now be able to pull and hold the rear left door handle near the charging port for three seconds, at which it will unlatch. Owners would previously have had to crawl into the trunk to do this from inside the vehicle, and the addition will simply add another option to open the door.

The feature requires owners to have the vehicle be either unlocked or have the key nearby, and is especially of benefit to owners who regularly use home or other chargers with NACS adapters such as the J1772, which often don’t necessarily unlatch even when pressing the cable’s button or don’t include a button at all.

READ MORE ON TESLA CHARGING FEATURES: Tesla exec shares unique Supercharger team rule that accelerates EV adoption

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You can see a short video of the feature at work below, as posted on Thursday by X user Max Bracco.

It’s not clear as of yet whether or not the feature will be added to Tesla’s other vehicles, though it wouldn’t be surprising to see down the road. Tesla writes the following on the Model 3 and Model Y feature in its 2025.20 release notes:

Charging can now be stopped and the charge cable released by pulling and holding the rear left door handle for 3 seconds, provided the vehicle is unlocked or a recognized key is nearby. This is especially useful when the charge cable doesn’t have an unlatch button. You can still release the cable using the vehicle touchscreen or the Tesla app.

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Tesla makes it easier to find towing-compatible Superchargers

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SpaceX to decommission Dragon spacecraft in response to Pres. Trump war of words with Elon Musk

Elon Musk says SpaceX will decommission Dragon as a result of President Trump’s threat to end his subsidies and government contracts.

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SpaceX will decommission its Dragon spacecraft in response to the intense war of words that President Trump and CEO Elon Musk have entered on various social media platforms today.

President Trump and Musk, who was once considered a right-hand man to Trump, have entered a vicious war of words on Thursday. The issues stem from Musk’s disagreement with the “Big Beautiful Bill,” which will increase the U.S. federal deficit, the Tesla and SpaceX frontman says.

How Tesla could benefit from the ‘Big Beautiful Bill’ that axes EV subsidies

The insults and threats have been brutal, as Trump has said he doesn’t know if he’ll respect Musk again, and Musk has even stated that the President would not have won the election in November if it were not for him.

President Trump then said later in the day that:

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“The easiest way to save money in our Budget, Billions and Billions of Dollars, is to terminate Elon’s Government Subsidies and Contracts. I was always surprised that Biden didn’t do it!”

Musk’s response was simple: he will decommission the SpaceX capsule responsible for transporting crew and cargo to the International Space Station (ISS): Dragon.

Dragon has completed 51 missions, 46 of which have been to the ISS. It is capable of carrying up to 7 passengers to and from Earth’s orbit. It is the only spacecraft that is capable of returning vast amounts of cargo to Earth. It is also the first private spacecraft to take humans to the ISS.

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The most notable mission Dragon completed is one of its most recent, as SpaceX brought NASA astronauts Butch Wilmore and Suni Williams back to Earth after being stranded at the ISS by a Boeing Starliner capsule.

SpaceX’s reluctance to participate in federally funded projects may put the government in a strange position. It will look to bring Boeing back in to take a majority of these projects, but there might be some reluctance based on the Starliner mishap with Wilmore and Williams.

SpaceX bails out Boeing and employees are reportedly ‘humiliated’

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Tesla cites competitive harm in attempt to keep certain crash data private

Tesla wants some data to be kept from the public because competitors could use it for their own benefit.

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Credit: Tesla

Tesla is citing competitive harm as it is attempting to keep certain crash data private from the public in relation to a lawsuit against it and the National Highway Traffic Safety Administration (NHTSA) from the Washington Post.

In a federal court filing seen by Reuters, Tesla said it wanted some of the crash information the Post was attempting to obtain to be kept confidential because it could be used by rivals to assess the company’s self-driving tech.

Tesla touts its self-driving suite as one of the most robust on the market, and those who have used it believe it to be one of the best around. However, accidents do happen, and while Tesla still has not reached full autonomy and tells drivers to continue paying attention to be prepared to take over, the company still seems to take a lot of the blame for them.

There are also some things that could be revealed about Tesla’s self-driving strategy if it were to release the data, the company says. The efficacy of each version of its FSD suite could allow competitors to calculate how many crashes occurred on each release.

Attorneys for the Washington Post said that Tesla’s versions of both software and hardware are not kept private from owners themselves, so the information should be made public.

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The NHTSA has been investigating accidents involving Tesla’s Full Self-Driving suite since it opened an investigation last October.

The company is used to dealing with attempts to hinder the progress or capabilities of the FSD suite. When used correctly, it can be a widely beneficial suite that helps make driving less stressful, but Tesla has always been more than vocal that it cannot be used as a replacement for human drivers, at least not yet.

Currently, Tesla Full Self-Driving still requires owners to pay attention and be aware of road conditions, as they may have to take over unexpectedly.

Tesla is hoping to launch its Robotaxi platform in Austin next week on Thursday, as it has reportedly landed on June 12 as its launch date.

Tesla lands on date for Robotaxi launch in Austin: report

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However, media skepticism regarding the suite’s capabilities has conveniently started to ramp up as the Robotaxi platform launch nears.

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