Tesla’s customers are more than just loyal–most are outright advocates. Large hordes have been known to travel to state capitols to protest legal action taken by dealer associations against the EV entity, and often congregate at meet-ups and social events for fellow Tesla enthusiasts.
Brand loyalty is no stranger to Tesla.
In fact, according to Zacks Equity Research, a recent proprietary survey of 145 Tesla owners by Jefferies’ analysts showed that 85% of the brand’s owners plan to purchase a Tesla car again, and 89% would buy another Tesla vehicle even if the $7,500 federal tax credits were not available for them. What’s more, 83% of the respondents would recommend a Tesla vehicle to their friends. In fact, 25% of the owners surveyed are not even considering the purchase of any other brand of vehicle.
An interesting piece of the survey revealed that nearly 70% of Tesla owners previously owned vehicles that cost less than $60,000. Now, those people are willing to pay a 60% higher price to own a Tesla vehicle; 65% of the top 20 gasoline-powered vehicles considered by Tesla owners before buying a Tesla vehicle were priced below $60,000. Of these, four vehicles were priced below $35,000.
The secret to Tesla garnering loyal drivers isn’t just the company’s tech ingenuity. Tesla drivers perceive they are part of a greater movement to ultimately solve the planet’s energy crisis. This sense of pride builds a tremendous emotional connection within the consumer, and changes the experience of driving a car into a call to action that is measurable in miles.
Tesla’s EV cars aim to intentionally ram the internal combustion automotive sector, and give roads around the world a more environmentally benign presence. The generally perceived altruistic nature of the company, combined with all the excitement of a blossoming automobile and technology company, has attracted loyal customers to the roadside begging to hitch a ride.