Tesla’s brand positioning is one of strength.
When Elon Musk took over in 2008, he re-positioned Tesla as “the new technology for clean energy”.
With engaging storytelling, a prestige pricing strategy and target market segmentation, they created the demand and a subsequent market for a premium all electric luxury car.
Tesla is not the only brand providing luxury cars. It’s not the only brand providing electric cars. It’s not even the only brand providing luxury-electric cars.
But it is the only brand providing only luxury electric cars and in turn is setting the pace in this new industry.
Another unique aspect to the position it holds in the market is the purpose from which it stems.
Tesla mission is “to accelerate the world’s transition to sustainable energy” and their new technologies are pushing the industry forward, specifically with the range their cars can accomplish.
As they move into the affordable car market, they take with them the esteem that comes from their association with high-end exclusivity and luxury.
Tesla is the trendsetter and pacesetter within the luxury electric car sector and its pioneering spirit sprinkles an element of magic across the brand.