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Why the Tesla strategic narrative drives its successes

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Tesla’s power of story is as strong today, with the recent merger of SolarCity, as it was ten long years ago when Elon Musk announced his “secret” master plan. That’s because the Tesla narrative, or its essential story, has continually pointed to the mission to expedite a global change from a “mine-and-burn hydrocarbon economy” towards a solar electric economy.

Saving the world is pretty compelling, after all.

A large part of the Tesla story has been that its products are second to none. Tesla’s purpose-driven business narrative, which has the continual backdrop of providing a sustainable solution to climate change, has been contained in every single blog update, every Elon Musk public appearance, and every Tesla announcement of a new/ groundbreaking/ technologically-advanced innovation. That central idea emerges through its electric vehicle catalog, which includes software updates over service calls and autonomous driving capabilities. The possibility of a fully functioning smart house may only be available through Tesla’s integration of solar roof tiles, the Powerwall 2 battery storage unit, and the capacity to recharge the electric vehicle onsite. Even SpaceX shows that people and things can be placed in space in a way that is far more economical than ever previously thought.

It is a singular narrative formula that has worked without a need for Tesla to advertise because it galvanizes strong public sentiment while changing the way we interact with each other and our environments.

Rather than calling upon a business model that reacts to critics, Tesla balances its narrative between supportive and oppositional constituents. An example of this is how Tesla focuses on the transformational power of driverless cars. Transformation resonates more with consumers than does a focus on predicted safety benefits. The advancement of driverless cars, especially when framed around the transformational power of an intelligent transportation system, demonstrates to the public a series of methods to alleviate commuters from the day-to-day inconvenience and hours of time traditionally spent behind the wheel, with huge dividends for productivity.

The Tesla narrative emphasizes the technological opportunities to explore new markets, mobilize previously static populations, and change the layout of our physical spaces and the dynamics of our personal lives for the better.

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[Source: Jean Lemieux] reprinted with permission

[Source: Jean Lemieux]

Another example is how Tesla’s massive manufacturing expansion resonated as the underlying narrative for Tesla in 2015 for investors, along with a very important Model X release. Part of investors’ fascination with Tesla has always been the perceived future advantage in electric car production over traditional automakers through the evolution of manufacturing technology and software. Industrial networking with a heavy emphasis on automation and robotic manufacturing has changed the way that products are produced. has changed the way that products are produced. It’s the Internet of Things translated in a way that makes sense to consumers through a consistent Tesla narrative.

Of course, no company, Tesla included, can afford to ignore the public’s underlying beliefs on emerging technologies as a crucial part of its product and brand strategies. A May 2016 Tesla crash did find Tesla countering consumer concerns with statistics of current road fatalities and the projected decrease of such fatalities in a world of fully automated transportation. Acknowledging the tragic loss, Tesla described how its Autopilot feature is disabled by default, “to ensure that every time the feature is used, it is used as safely as possible.” Ultimately, the public associated the new technology with new risks, moving beyond a pure safety argument into an embrace of a technological future closer than once thought possible.

Most recently, Elon Musk has found himself the target of fake news. In response, he continues to tap into the Tesla narrative, seeking out a supportive public to help him uncover the individuals responsible for attacks on his person and company. His plea touches on deep-seated and pervasive ideas about trust in sustainable technology. The Tesla narrative continues to tap into positive messages about decentralized solar energy in a variety of forms that resonates with the public.

The Tesla narrative implies that joining a like-minded group of individuals will reward you with Tesla’s innovation down the road. It provides a vision of alternative energy framed as revolutionary, profitable, and worth the stock investment for the dividends it will pay in years to come. As the leading technology innovator in the world today, Tesla’s narrative becomes stronger as the stakes become higher.

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 ramps production of its ‘new’ models at Giga Texas

The vehicles are being built at Tesla Gigafactory Texas in Austin, and there are plenty of units being built at the factory, based on a recent flyover by drone operator and plant observer Joe Tegtmeyer.

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Credit: Joe Tegtmeyer | X

Tesla is ramping up production of its ‘new’ Model Y Standard at Gigafactory Texas just over a week after it first announced the vehicle on October 7.

Earlier this month, Tesla launched the Tesla Model 3 and Model Y “Standard,” their release of what it calls its affordable models. They are priced under $40,000, and although there was some noise surrounding the skepticism that they’re actually “affordable,” it appears things have been moving in the right direction.

The vehicles are being built at Tesla Gigafactory Texas in Austin, and there are plenty of units being built at the factory, based on a recent flyover by drone operator and plant observer Joe Tegtmeyer:

The new Standard Tesla models are technically the company’s response to losing the $7,500 EV tax credit, which significantly impacts any company manufacturing electric vehicles.

However, it seems the loss of the credit is impacting others much more than it is Tesla.

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As General Motors and Ford are scaling back their EV efforts because it is beginning to hurt their checkbooks, Tesla is moving forward with its roadmap to catalyze annual growth from a delivery perspective. While GM, Ford, and Stellantis are all known for their vehicles, Tesla is known for its prowess as a car company, an AI company, and a Robotics entity.

Elon Musk was right all along about Tesla’s rivals and EV subsidies

Tesla should have other vehicles coming in the next few years, especially as the Cybercab is evidently moving along with its preliminary processes, like crash testing and overall operational assessment.

It has been spotted at the Fremont Factory several times over the past couple of weeks, hinting that the vehicle could begin production sometime next year.

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Tesla set to be impacted greatly in one of its strongest markets

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tesla norway
Credit: Robert O. Akander-Lima/LinkedIn

Tesla could be greatly impacted in one of its strongest markets as the government is ready to eliminate a main subsidy for electric vehicles over the next two years.

In Norway, EV concentrations are among the strongest in the world, with over 98 percent of all new cars sold in September being electric powertrains. This has been a long-standing trend in the Nordic region, as countries like Iceland and Sweden are also highly inclined to buy EVs.

Tesla Model Y leads sales rush in Norway in August 2025

However, the Norwegian government is ready to abandon a subsidy program it has in place, as it has effectively achieved what it set out to do: turn consumers to sustainability.

This week, Norway’s Finance Minister, Jens Stoltenberg, said it is time to consider phasing out the benefits that are given to those consumers who choose to buy an EV.

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Stoltenberg said this week (via Reuters):

“We have had a goal that all new passenger cars should be electric by 2025, and … we can say that the goal has been achieved. Therefore, the time is ripe to phase out the benefits.”

EV subsidies in Norway include reduced value-added tax (VAT) on cheaper models, lower road and toll fees, and even free parking in some areas.

The government also launched programs that would reduce taxes for companies and fleets. Individuals are also exempt from the annual circulation tax and fuel-related taxes.

In 2026, changes will already be made. Norway will lower its EV tax exemption to any vehicle priced at over 300,000 crowns ($29,789.40), down from the current 500,000, which equates to about $49,500.

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Tesla Superchargers most liked by Norway EV drivers

This would eliminate each of the Tesla Model Y’s trim levels from tax exemption status. In 2027, the VAT exemptions will be completely removed. Not a single EV on the market will be able to help owners escape from tax-exempt status.

There is some pushback on the potential loss of subsidies and benefits, and some groups believe that the loss of the programs will regress the progress EVs have made.

Christina Bu, head of the Norwegian EV Association, said:

“I worry that sudden and major changes will make more people choose fossil-fuel cars again, and I think everyone agrees that we don’t want to go back there.”

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Elon Musk was right all along about Tesla’s rivals and EV subsidies

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Credit: @Gf4Tesla/Twitter

With the loss of the $7,500 Electric Vehicle Tax Credit, it looks as if Tesla CEO Elon Musk was right all along.

As the tax credit’s loss starts to take effect, car companies that have long relied on the $7,500 credit to create sales for themselves are starting to adjust their strategies for sales and their overall transition to electrification.

On Tuesday, General Motors announced it would include a $1.6 billion charge in its upcoming quarterly earnings results from its EV investments.

Ford said in late September that it expects demand for its EVs to be cut in half. Stellantis is abandoning its plan to have only EVs being produced in Europe by 2030, and Chrysler, a brand under the Stellantis umbrella, is bailing on lofty EV sales targets here in the U.S.

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

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The tax credit and EV subsidies have achieved what many of us believed they were doing: masking car companies from the truth about their EV demand. Simply put, their products are not priced attractively enough for what they offer, and there is no true advantage to buying EVs developed by legacy companies.

These tax credits have helped companies simply compete with Tesla, nothing more and nothing less. Without them, their products likely would not have done as well as they have. That’s why these companies are now suddenly backtracking.

It’s something Elon Musk has said all along.

Back in January, during the Q4 and Full Year 2024 Earnings Call, Musk said:

“I think it would be devastating for our competitors and for Tesla slightly. But, long term, it probably actually helps Tesla, that would be my guess.”

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In July of last year, Musk said on X:

“Take away all the subsidies. It will only help Tesla.”

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Over the past few years, Tesla has started to lose its market share in the U.S., mostly because more companies have entered the EV manufacturing market and more models are being offered.

Nobody has been able to make a sizeable dent in what Tesla has done, and although its market share has gotten smaller, it still holds nearly half of all EV sales in the U.S.

Tesla’s EV Market Share in the U.S. By Year

    • 2020 – 79%
    • 2021 – 72%
    • 2022 – 62%
    • 2023 – 55%
    • 2024 – 49%

As others are adjusting to what they believe will be tempered demand for their EVs, Tesla has just reported its strongest quarter in company history, with just shy of half a million deliveries.

Will Tesla thrive without the EV tax credit? Five reasons why they might

Although Tesla benefited from the EV tax credit, particularly last quarter, some believe it will have a small impact since it has been lost. The company has many other focuses, with its main priority appearing to be autonomy and AI.

One thing is for sure: Musk was right.

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