Tesla the Brand

Tesla was founded in 2003 with the goal to create completely electric vehicles and disrupt the current automotive industry.  Tesla’s CEO, Elon Musk is a champion of Silicon Valley success stories as he is also heavily involved in SpaceX, The Boring Company, and  Solar City. Elon Musk’s goal is to create a cleaner planet by investing heavily in renewable energies. Tesla is a company Elon Musk started to help achieve that goal.  Recently, Tesla announced its new roadster and an all-electric semi-truck both of which have self-driving features. Tesla has also worked to build a mega-battery in Australia in less than one hundred days, as well as continue to build a giga-factory for production of Tesla batteries. Not only does Tesla create incredible vehicles, they’ve also marketed their brand, which has gathered an almost cult-like following. They’ve been able to do this by maintaining a very active profile on social media platforms, such as Twitter, Facebook, and Instagram, as well as their website. They have also developed their own mobile app that allows consumers to control their vehicle. This in turn leads to consumers posting about Tesla and giving Tesla more publicity.

On Twitter, @Tesla has over two million followers and has made over 6,000 posts since it joined in 2008. Recently, Tesla’s Twitter has been posting numerous images and videos about their newly released semi-truck and roadster.  An example of this is the post below, featuring images taken during the press release and information about their product and how it stacks up to other competitors.

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This tweet received more than three hundred comments and over four thousand retweets. Users were excited about the implications of an all electric semi-truck and the practicality of the Tesla Semi to be used by trucking companies. On other platforms, like Facebook, Tesla posts or shares more articles about the importance of going green and the dangers of climate change. Since Tesla manufactures fully electric vehicles, they like to advertise the benefits of going green and promote the idea that purchasing a Tesla is better for the environment. For example, Tesla made this post sharing an article from BBC.com about the surge of atmospheric CO2 in 2016: Screen Shot 2017-11-29 at 11.00.00 AMhttp://www.bbc.com/news/science-environment-41778089

This post received hundreds of comments with users praising the benefits of using electric power over energy from typical fossil fuels. An example would be a comment by one user who said “electric is the future, powered by solar.”  Many people who buy Tesla vehicles do so to help benefit the environment. Tesla posts about the beneficial impact of solar cars helps to encourage consumers to be proud of their purchase.

On Twitter, many individuals and companies talk about Tesla. For example, one user with the handle of @nerdbom_, spoke about Tesla’s new giga-factory in Australia that was built in less than one hundred days. Screen Shot 2017-11-29 at 1.24.46 PM

Another tweet shared by @codedweller commented on the new Gigafactory: Screen Shot 2017-11-29 at 1.42.56 PM.png

Again, this speaks about the battery production and how that will affect Tesla vehicles. Tweets like the two above show how Tesla’s brand influence can quickly spread to more individuals. It also shows that many fans or followers of Tesla are deeply interested in what the company is doing and how new innovations will impact the automotive industry and the environment.

Due to Tesla’s strong media presence, numerous articles have been written about the brand including several blog posts. For example, one blog titled Tesla Owner , is all about the author’s experiences as an owner of a Tesla.  The most recent post on the blog talks about the efficiencies of different Tesla models, and provides some great analytical insights. However, not all posts on the blog discuss the wonders of Tesla. For example, the blogger wrote about mechanical problems concerning Tesla rims and wheels.

Another very technical blog post, by Marteen Steinbuch speaks about the efficiency of the battery life of a Tesla and how that impacts the lifespan of the vehicle. The post contains detailed data explaining how the battery life is minimally affected even after 160,000 miles. This post is another example of a consumer praising the brands efficiency.

These two blog posts give insights into the technical know how of many Tesla owners and fans, who are very interested in the innovated technology of the brand.

Tesla is a well marketed company that uses several different social media sites to promote and bring awareness about their brand. Owners and fans are well versed and love the new technology that Tesla creates, as well as are able to enjoy the healthier environmental impact a Tesla vehicle has.