Tesla’s Unorthodox Climb to Rank with BMW and Mercedes as a Top Luxury Car
Tesla‘s electric car is quickly becoming a household name, ranked in the top 3 luxury cars and top 5 most trusted brands in recent surveys. For a company so new (it didn’t even exist a year ago), this is a record setting achievement. How did they do it?
Tesla started by not copying big companies. You won’t find lots of Tesla cars off major highways. You won’t see balloons and painted windows. You won’t have to make a trip specifically to hunt for a new car, even. Most people who walk in to a Tesla showroom weren’t even looking for it in the first place. That’s powerful marketing! How did they do it?
Tesla showrooms are in shopping malls. Usually only one or two cars are displayed. Hundreds of people walk by and look at the cars every day – much more traffic than an average car dealership. A good chunk of their sales are to people who weren’t even planning on buying a car, but came in and were impressed enough to buy.
From basing their whole business on what was once considered a niche category, to shunning traditional car sales paradigms, thinking outside the box is not only helping Tesla succeed, but also adding credibility and demand for electric vehicles.
