Anyone who owns a Tesla would tell you that they bought it for reasons other than driving. The amount of media publicity Tesla receives for their cars is astounding for a business that invests little money on ads. Tesla is an organization that takes pleasure in defying the car industry’s traditional wisdom. It has advanced solar technologies and begun to rethink how an automotive maker brands itself during the last 17 years.
Tesla’s market cap increased by over 700 percent in 2020, bringing the brand’s valuation to over 800 billion dollars. The brand’s popularity has soared to the point that CEO Elon Musk has briefly become the world’s wealthiest individual.
What has caused Tesla’s visibility and value to skyrocket in the last year? Most of that has to do with 17 years of preparation, perseverance, and defying global forces in the car sector.
This post will look at how Tesla Inc utilizes branding and promotions to differentiate itself from the competition.
An Unusual Start
It’s amazing to think that until 2004, the word Tesla was associated with an eccentric visionary scientist from the early 1900s. Following the success of Elon Musk’s third venture, SpaceX, in 2002, the world kept a close eye on him as he co-founded his fourth company, which would launch a new electric car brand.
Tesla Motors’ initial goal was to create a sports car that would serve as a “catalyst to accelerate the day of electric cars.” It’s a lofty target, and there’s no talk of making profits. Tesla’s all-electric Roadster took another three years to win Time’s Best Inventions Award in 2006. The Tesla Roadster went into full development in 2008. It was the first electric car in production to fly 200 miles on a single charge.
The Tesla Model S, a vehicle targeted at the premium brand segment of the industry and costing between $50k and $90k, was unveiled in June 2012. They had sold over 100,000 Model S vehicles by 2015. In 2015, Tesla released the Model X, a hybrid SUV with ‘falcon wing’ doors. The Tesla 3 started manufacturing in mid-2017, with over 300,000 units sold by late 2019. The Tesla 3 is marketed as a family car and is targeted at the consumer market. Elon Musk’s mission and business plan to create increasingly accessible cars over time are ideally aligned with the introduction of the Tesla 3.
About the popularity of Tesla’s project, the company’s existence has not been without its challenges. Tesla has been chastised over the years and in the new media environment for failing to deliver on commitments. Despite this, they have shown that it is possible to continue to flourish in the face of adversity.
Here are four marketing experiences that every company looking to emulate Tesla’s success should learn from.
Begin with a target.
On the Tesla website in 2006, Elon Musk revealed his “Secret Tesla Motors Master Plan (just between you and me).” Keep in mind that this was two years before the car’s release. “The ultimate aim of Tesla Motors (and the reason I am financing the company) is to help expedite the transition from a mine-and-burn hydrocarbon economy to a solar electric economy, which I believe to be the main, though not exclusive, sustainability solution,” Elon wrote in a blog post.
Elon Musk is a billionaire entrepreneur. The Tesla Motors Master Plan is a closely guarded secret.
On the Tesla website, Elon Musk revealed his “Secret Tesla Motors Master Plan (just between you and me).” This is a convincing and one-of-a-kind view. Unlike other automobile makers at the time (and now), Tesla’s goal was not to produce incrementally stronger vehicles than the previous year’s. Elon’s vision was revised in 2016 with the release of ‘Master Plan Part Deux.’
Using this idea with the rest of the planet provided the brand with a purpose and a personality. It helped the general public feel emotionally interested in the journey and inspired them to follow it. It also piqued people’s interest in the items Musk was promoting.
Face The Obstacles
This energizing start, however, was not without flaws. Concerns have been raised about the company’s financing, capacity to manufacture vehicles on a large scale, manufacturing problems, and Musk’s public statements over the years. Musk is known for responding to tweets from both reviewers and Tesla owners that give recommendations for change. This demonstrates that they are paying attention and are willing to accept suggestions. It increases customer satisfaction and strengthens the brand’s reputation. It also brings a layer of excitement for Tesla owners who have a direct line to the company’s CEO with whom they can exchange ideas.
A new customer’s partnership with the vehicle’s maker should not begin with the purchase of a new car. A potential buyer is often incentivized to select a dealer for maintenance as part of the order. This is an excellent campaign tool because it boosts sales for conventional automakers.
Tesla increased its service portfolio as an electric vehicle manufacturer. Tesla owners will be expected to have their cars serviced by Tesla Motors due to the revolutionary design of each Tesla vehicle.
Tesla Rangers, a mobile support team that meets Tesla owners at home, was created to eliminate the hassle of needing to travel and wait at a dealership for maintenance. This strategy is another stroke of genius for Tesla marketing when all other vehicle owners see the Tesla vehicle being taken care of in a comfortable manner. This not only increases brand satisfaction but also piques the imagination of prospective buyers.
Owners of Tesla vehicles have connections to Tesla Charging Stations for on-the-go recharging.
Tesla’s commercial policy also includes the establishment of Tesla Superchargers, which are Tesla’s own charging stations. With their futuristic appearance and lack of attendants, the Supercharger stations have a futuristic piece of real-world advertisement. When a Tesla user arrives at a charging station, they plug in for around 30 minutes and get a notification from the Tesla app when the car is ready to drive.
Traditional advertisement costs billions of dollars attempting to capture the consumer’s interest. Telsa employs a bread approach that directs focus to the customer.
Make a Unique Selling Proposition
Other conventional manufacturers’ marketing strategies are opposed to Tesla’s. Tesla, on the whole, avoids paying for ads. This is impressive as you remember the 11 billion dollars spent on ads by other automotive makers last year. This could seem to be a counterproductive branding tactic, but it has had little effect on Tesla’s brand recognition.
Furthermore, Tesla does no social network ads, except for Elon Musk’s rare advertising Tweets. Tesla’s Facebook profile was famously shut down in March 2019.
The way Tesla sells its vehicles is one main point of differentiation that makes it stand out. Tesla does not sell vehicles to dealerships. Instead, showrooms are set up in shopping centers. A wide range of automobiles are eligible for test drives at each site. Within the showrooms, each car’s creativity is on full view.
Tesla Motors’ luxurious showrooms in shopping centers cater to the general public. This is basic marketing: go where the clients are already there. People consider the store when they wander through shopping malls buying other things, and knowledge of the company grows with time. This is something that every organization should achieve by figuring out how to go where their clients congregate. Customers are more inclined to want to see what’s on sale if it’s right in front of them.
Demonstrate a Little Personality
Elon Musk, the Tesla CEO, is inextricably tied to the Tesla name. The corporation benefits greatly from the classic identity of the “real-life Tony Stark.” Like Steve Jobs with Apple, the leader’s brand profile has a significant effect on the company’s growth.
The use of humor in Tesla’s ads is one way Elon brings brand charisma to the company.
It wasn’t a stuffy business announcement as Tesla revealed that they would open all patents to the public to further the production of electric cars. Instead, a spoof of an internet joke named “All our patents belong to you” was used as the headline.
Elon Musk often uses Twitter to create jokes and express his personal thoughts on the Brand’s success. This freedom to use comedy in the ads is an outstanding way to build consumer confidence. It demonstrates that you are a decent being who wants to appreciate the time you spend helping them.
Of necessity, there are boundaries on how liberated you will be in your social network posts. Elon Musk has been chastised and also fined $40 million for revealing knowledge that was not accepted by the board of directors. It’s a good idea to strike a compromise between the brand’s levity and personality and the company’s core principles.
Pushing the Limits
Tesla has long been recognized for being a leader in the electric car industry. Tesla, on the other hand, has mainly concentrated on non-commercial vehicles until 2017. Much of that will improve with the launch of the Tesla Semi. The aim was to create the first electric transport truck in the world. Tesla wanted to render semi-trucks really look cool, in addition to introducing creativity to a sector that is critical to global trade. The driver’s cabin featured centered steering wheels and control panels, as well as autopilot.
Innovation is at the heart of the Tesla brand. They are advancing the idea of what an electric vehicle and mode of transportation would look like in the future. The car sector has been totally transformed by its aim of driving the planet with renewable energies. The public would find this both inspiring and engaging.
Tesla’s brand image has only grown as its target segment shifts from premium automobiles to more affordable hybrid cars and trucks. Tesla has eschewed advertisements and a competitive pricing policy since CEO Elon Musk’s charismatic personality is inextricably linked to the company.
Enjoy learning stuff like this? Click here to subscribe.