Tesla: Brand Positioning Case Study

Some brands have customer bases so passionate, they can truly be described as having “cult like followings.”

Crossfit, Disney, and Apple to name a few.

Another brand that fits this category is Tesla. It’s been leveraging its emotional edge for years and this past week it decided to go all in with the launch of its latest model — the Cybertruck.

That’s why they’re this week’s brand breakdown.

Let’s get into it…

💼 The Brand: Tesla

With autopilot technology, computer sized screens, and over the air (OTA) software updates — Tesla is technically 2/3 tech brand and 1/3 luxury car company.

💛 The Heart (Purpose and Values)

Tesla is on a mission to be the most compelling car company of the 21st century by driving the world's transition to electric vehicles.

👤 The Head (Positioning and Strategy)

Tesla positions itself as the epitome of cutting-edge tech in the automotive realm. This speaks straight to the tech loving hearts of its passionate customer base.

With electric power, self-driving capabilities, and the coolness factor dialed all the way up — they're rewriting the rules of the road and creating hype every step of the way.

Tesla doesn't just sell luxury cars; they sell an experience.

From the “Ludicrous Mode” that shows off the car’s speed, to the oversized display screens, to the minimalist yet futuristic interiors, they're not competing with other car companies — they're competing with the future.

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✋ The Hands (Tactics)

Customer Dedication - Tesla is known for treating customers well and doing it differently. One of their most unique moves is providing “mobile service” appointments where technicians will drive to your car’s location, unlock it themselves, and perform the repair.

Live Launch Events - Much like how Apple launches a new iPhone model, Telsa maximizes the hype and PR surrounding the anticipation of its newest model. With the launch of the Cybertruck this week, they sent out press invites made out of metal, showed a Cybertruck beating a Porsche911… while pulling a 911, and had the first owners driving their trucks off the stage.

Tesla App Experience - From purchasing the car, to scheduling routine service, to locking/unlocking the car — Tesla has transformed each experience with a futuristic, digital-first approach.

⚡️ Find Your Emotional Edge Like Tesla

By investing in futuristic tech and an experience unlike any other, Tesla has generated an insane amount of demand. For the Cybertruck launch, it collected 1.9 million preorders and now has a 5 year wait on new orders. This is what it looks like to master the art of anticipation and excitement.

You may not be launching a new car, but you can still harness the power of anticipation for your brand.

How? Go “all in” on your vision. 

Tesla enhances every part of the buyer experience with tech and this creates raving fans. Consider what part of your vision you can go “all in” on. When you do, it creates a level of anticipation that can’t be matched.

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