Date
11 January 2020
Tesla customers have shown immense brand loyalty, effectively functioning as unpaid marketing personnel. Photo: Bloomberg
Tesla customers have shown immense brand loyalty, effectively functioning as unpaid marketing personnel. Photo: Bloomberg

Tesla’s unparalleled brand power

US electric carmaker Tesla has announced that it delivered 367,500 vehicles last year.

Though the figure almost marked the low end of a guidance given for sales of 360,000 to 400,000 vehicles, what is worth noting is the fact that many volunteers from Tesla Owners clubs had helped in delivering the cars to new customers.

While founder Elon Musk is willing to splash on R&D, automation equipment and new factories, he tries to save every penny in daily operations.

Given a labor shortage, when approaching the end of each quarter, it’s common to see Tesla employees, including Musk himself, helping in delivering cars to customers. This year the CEO even took his mother Maye Musk to help.

Intriguingly, plenty of Tesla owners are willing to help too.

One of them is Caroline, an ER nurse and member of Tesla Owners Club of East Bay, California. She volunteered her time to help new owners with orientation for their Model 3s.

She posted pictures and videos of the impressive lineup of customers at 8 pm on New Year’s Eve. Maye Musk was there, and she spent much of the night greeting customers, according to Caroline.

There are very few brands for which customers are willing to volunteer for free.

In this regard, Tesla presents a different picture. Many of the firm’s fans not only want to own a Tesla, they also wish to be part of Musk’s big dream to change the world.

Even highly popular brands like Apple’s iPhones can’t expect this level of loyalty, something that demonstrates the incredible brand power of Tesla.

This article appeared in the Hong Kong Economic Journal on Jan 6

Translation by Julie Zhu

[Chinese version 中文版]

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RC

Hong Kong Economic Journal columnist
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