Welcome to Day 15 of "25 Brands Unwrapped." Throughout this campaign, we are utilizing synthetic personas generated from U.S. government data to conduct deep-dive audits into major global brands.
Today, we analyze Tesla!
The following data represents the responses from 1,000 synthetic respondents. The survey covers brand perception, leadership sentiment, product value, and competitive threats.
Here is the data unwrapped:
What is the first word that comes to your mind when you hear Tesla?
Electric: 39.3%, Innovative: 26.3%, Expensive: 25.5%
How would you describe the "typical" customer of Tesla?
'Someone who likes tech and status — typically younger, affluent or early-adopter types who value innovation and image and can afford a premium electric vehicle.'
'Someone tech-savvy and image-conscious — usually well-off, early adopter, interested in green tech and the latest gadgets; often urban or suburban professionals who like to show they can afford something new.'
'A fairly affluent, tech curious early adopter who likes gadgets and green credentials — often status conscious and willing to pay for novelty.'
If you could rename Tesla to describe what they actually are, what would you call it?
'Status Motors'
'Electric Motors'
Describe Tesla in exactly three words.
Innovative: 88.9%
Expensive: 87.1%
Polarizing: 36.8%
If you could fire the CEO of Tesla, would you? (Yes/No)
Yes: 94.8%
No: 5.2%
If you met the CEO of Tesla, what is the first question you would ask them?
'What concrete steps will you take to improve customer service and make repairs accessible for ordinary owners?' 'How do you plan to improve reliability and customer service so owners aren't left waiting for fixes and parts?'
'How will you address ongoing quality and customer service issues while stabilizing public trust in leadership?'
Have recent news stories regarding the company's leadership made you more or less likely to recommend us? (Yes/No)
Yes: 87.5%
No: 12.5%
Please explain your answer to the above:
'Recent stories about leadership behavior and reports of spotty customer service have made me less comfortable recommending Tesla to friends or former colleagues.
'Recent headlines about leadership and safety concerns make me less comfortable recommending the company; I worry they prioritize publicity over older customers and service.'
'Recent leadership stories have made me less likely to recommend Tesla. I appreciate the EV technology, but erratic behavior from the top, ongoing service and quality issues, and public controversies reduce my confidence in the company and its priorities.'
What is the maximum price (in dollars) you would pay for Tesla before walking away?
Average maximum: $31,217.05.
How long do you expect a Tesla product to last?
The average expected lifespan for a Tesla product is 9.6 years.
What is the one thing we could add to this product that would make it worth double the current price to you?
'Lifetime free charging and maintenance.'
'Include long-term, affordable maintenance and a much longer battery warranty along with local service centers.' 'A lifetime battery warranty with guaranteed replacements plus nationwide, convenient service and maintenance included.'
Who is the biggest threat to Tesla?
'Cheaper, reliable electric models from established automakers.'
'Established automakers rapidly expanding their EV lines (Ford, GM, Volkswagen).'
What is the best alternative to Tesla? Open-ended responses. Samples:
'Chevy, Ford, or other affordable electric cars'
Affordable EVs from Chevrolet, Nissan, or Ford'
On a scale of 0-10, how much do you trust Tesla?
Average Score: 4.2
Distribution: Score 3: 8.3%, Score 4: 69.6%, Score 5: 19.5%, Score 6: 2.6%
Do you think Tesla’s best days are ahead of it or behind it?
Behind: 52.0%
Ahead: 48.0%
If Tesla went out of business tomorrow, would you care? (Yes/No)
No: 96.7%
Yes: 3.3%
Has your opinion of Tesla improved or worsened in the last 12 months?
Yes: 85.3%
No: 14.7%
Does Tesla actually care about its customers? (Yes/No)
No: 100.0%
Do you know the name of Tesla’s CEO? (Yes/No)
Yes: 99.6%
No: 0.4%
Does the CEO’s public behavior make you less likely to buy from Tesla? (Yes/No)
Yes: 99.8%
No: 0.2%
Do you think the leadership at Tesla is competent? (Yes/No)
No: 93.7%
Yes: 6.3%
Is the leadership of Tesla a liability to the company? (Yes/No)
Yes: 100.0%
Do you think the CEO uses their own product? (Yes/No)
Yes: 100.0%
Do the executives at Tesla seem out of touch with reality? (Yes/No)
Yes: 99.4%
No: 0.6%
Would you buy Tesla if it weren't on sale? (Yes/No)
No: 97.5%
Yes: 2.5%
Is Tesla worth the money? (Yes/No)
No: 99.6%
Yes: 0.4%
If Tesla raised their prices by 10%, would you still buy it? (Yes/No)
No: 100.0%
If a competitor offered a similar product at a slightly lower price, how likely would you be to switch? (Likert scale) Average Score: 4.2
Distribution: Score 1: 0.1%, Score 2: 0.2%, Score 3: 0.6%, Score 4: 79.5%, Score 5: 19.6%
Has the quality of Tesla declined recently? (Yes/No)
Yes: 99.9%
No: 0.1%
Is Tesla too "woke"? (Yes/No)
No: 99.9%
Yes: 0.1%
Are you loyal to Tesla because you like it, or because you’re stuck?
Not loyal: 98.4%
Like it: 1.6%
Do you think Tesla will exist in 10 years? (Yes/No)
Yes: 100.0%
How likely are you to purchase from Tesla in the next 6 months?" (Likert Scale: Very Unlikely to Very Likely)
Average Score: 1.1
Distribution: Score 1: 86.9%, Score 2: 13.0%, Score 3: 0.1%
See you tomorrow for Day 16!
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