The Tesla electric vehicle manufacturer knew.
As explained to Finchodies the director of the Academic Department of Communication and Advertising of ESIC, Oliver Carrero, the brand works “very well three concepts of capital importance” in the fields of communication and marketing.First, sustainability with its commitment to load points supplied by renewable energy.Carrero points out that the second point is "exclusivity", "since having a brand model is not available to anyone" for its high price.The firm's range starts with Model 3, which he calls as his ‘low cost’ model from 52.420 euros, while Model S can reach 130.000 euros.
The communication professor at Esic University also indicates that the "stress factor" makes the brand more attractive to consumers, due to the shortage of units.“It is a circumstance that, psychologically, activates the purchase levers of the users.And to all this, we must unite the noise that the company generates at the media level, for its successful success, or for the investments of Elon Musk [its founder] in the aerospace industry, with the Spacex project, for example, ”he argues.For his part, the director of the Higher Fashion Design Center of Madrid at the Polytechnic University of Madrid, Guillermo García-Badell, considers that Tesla "touches many keys that arouse the emotions of today's society".
“, Innovation, design and sustainability are words that are on everyone's lips, we approach them from a university field, but Tesla has managed to identify them with their image.This is the most difficult for a brand, having a very defined personality and that represents on the other hand values with which we all agree ”, details.
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Tesla was founded in 2003 and it was not until 2020 when it achieved the first annual benefit of its history, with almost 600 million euros and compared to the losses of 712 million that registered a year earlier.
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In fact, that same year the company managed to compensate for a game of 1.400 million euros to Musk linked to its evolution in the stock market.The income was 26.710 million euros, after selling almost half a million vehicles worldwide.At present, the US firm has a capitalization of 588.743 million euros, well above giants in the sector such as the Volkswagen Group (141.420 million euros) and Toyota (203.291 million euros).
In addition, analysts see in their new factories and in the renewal of models the path of a more solid benefit that does not depend on the sale of emission rights or bitcóin, virtual currency he announced in February that he had bought 1.500 million dollars and that would accept it as payment form.However, Musk surprised in May through Twitter (his usual communication channel) with which he rejected the purchase through Bitcoin alleging “the rapid increase in fossil fuels for mining and Bitcoin transactions, especially coal”.
Now, Tesla is preparing a compact or utilitarian model that will be around 25.000 dollars (21.000 euros) to compete with models of higher sales volumes such as Volkswagen ID.3, the Nissan Leaf or the Kia E-Niro.
The company has also ‘assaulted’ China with its first gigafactoría for the production of batteries outside the United States and is about to lift another in Berlin.
Una especie de Apple para los consumidores
Carrero points out that Apple and Tesla start from a visionary, Steve Jobs and Elon Musk, respectively and where they have a greater relationship is in the context in which they want to develop their products.
"They are companies that strive to generate an ecosystem, where to control, not only the production and sale process, but also the maintenance and loyalty," he says.
However, García-Badell thinks that, for now, Tesla "plays another game" and that he is still building that "aspirational image"."It must be kept completely inaccessible.I have no doubt that, to remain successful, Tesla will also have to consider that challenge, how to sell more accessible products and remain perceived as the image of luxury, ”he says.
