America is deeply divided, with opposing factions consuming distinct news sources and forming divergent opinions on the company’s trajectory.
Don’t you mean the country?
No, the company. Tesla.
According to a recent poll conducted by YouGov, there is a stark contrast in opinions between individuals who own Tesla vehicles and those who do not. Despite the company’s frequent media coverage, it appears that the public’s interest in purchasing their products remains unchanged.
YouGov’s BrandIndex surveys monitor the public’s perception of the “buzz” surrounding well-known brands across various industries. Researchers inquire about the respondents’ perception of a brand’s recent reputation, specifically whether they have encountered more positive or negative information in the past two weeks. The researchers advise the respondents to take into account media sources and opinions from friends and family.
Researchers discovered a significant divide when it comes to Tesla.
Last year, Tesla’s Buzz scores consistently stayed in the negative range, with an average score of -7.1. According to experts, the discussions surrounding the EV company were predominantly negative in 2023.
On the other hand, within the Tesla owner community, the situation is completely different. According to YouGov, Tesla had an impressive net Buzz score of 61.8 among its current customers last year. This indicates that Tesla owners were more inclined to report hearing positive things about the brand.
Headlines have little impact on shopping plans
The buzz doesn’t appear to have much impact on car shopping plans. For the first quarter of 2023, a significant majority of current Tesla owners expressed their interest in choosing another Tesla as their next vehicle. 7.2% of non-owners had a similar response.
During the first quarter of this year, a significant majority of Tesla owners expressed their interest in purchasing another Tesla, while a much smaller percentage of non-Tesla owners shared the same sentiment.
During that period, Tesla made two significant recalls that affected almost all of the vehicles they had sold. An organisation released its driver assistance software called “Full-Self Driving.” One discussed the Autopilot system that is not as advanced.
The researchers state that brand recalls have not had a significant impact on consumer consideration for the brand, especially among Tesla’s customer base.