THE FUTURE OF THE AUTO INDUSTRY
TESLA'S IMPACT ON THE WORLD
TESLA'S MISSION STATEMENT:
"Tesla’s mission is to accelerate the world’s transition to sustainable energy."
Of course, creating a more sustainable future is a laudable goal, but what are the actual implications of Tesla technology and its impact on identity?
Tesla has quickly become one of the fastest growing companies with a revenue increase from $14.7 million in 2008 to $11.76 billion in 2017. So what is behind this rapid success? The answer, elitism. Every aspect of the Tesla brand caters to a high-brow lifestyle: the fact that the cars are displayed in showrooms rather than dealerships, its tasteful combination of luxury and sensibility, its promise of new technology, an innovative vision of the future, and of course, its passionate (read pretentious) care for the environment.
Tesla has become more than a car, but rather a symbol for a high class life. If your main goal is to be environmentally conscious, you could buy a Prius or Volt for much less money. By buying Tesla you are saying that you want to associate yourself with the high-tech Silicon Valley lifestyle of the future. You are saying that you don’t want to be like all the “plebians” who drive fuel-buring cars and shop at dealerships. You want to be a part of Tesla's the modern, uber-selective, innovative vision of the future.
Click on the buttons below to explore how Tesla's specifically targets three different aspects of individual and social identity.
TESTIMONIALS
Tesla owners' responses to a forum asking why they chose to buy a Tesla