Tesla’s reputation appears to be spiraling downwards, much like the incidents that have involved its self-driving features. A recent Electric Vehicle Intelligence Report reveals that consumer trust in Tesla has taken a hit, leaving the company with the lowest trust score among significant electric vehicle makers.
Based on the survey, only 26% of respondents hold a positive view of Tesla. This stands in stark contrast to the 39% who view the company negatively, leading to a net perception score of -13. To illustrate the speed at which Tesla is losing favor, its net positive perception was -7 just a couple of months prior.
Things don’t improve when looking at the “intensity score,” which indicates strong opinions about the brand. Here, Tesla falls even further with a score of -16, demonstrating that the negative sentiments far exceed any positive ones.
On the trust front, Tesla faces significant challenges. While 40% of those surveyed have some level of trust in the brand, 48% express distrust. This results in a net trust score of -8, the lowest among major EV brands. The only other company with a negative trust score is VinFast, a Vietnamese automaker struggling in the U.S. market.
Examining the views of those with the strongest feelings reveals even starker results. Tesla’s trust rating plummets to -19 when comparing those who trust the brand a lot versus those who do not.
Moreover, Tesla’s troubles appear to extend well beyond perception and trust. The company’s CEO, Elon Musk, tends to attract media attention, but this often magnifies the fallout when incidents occur, like the less-than-ideal launch of Tesla’s Robotaxi in Austin, Texas. Notably, Tesla now ranks lowest concerning perceived safety among major EVs, with only 55% of participants believing its vehicles are safe.
A significant contributor to this poor safety rating is Tesla’s self-driving technology, which isn’t winning over the hearts of potential consumers. The report highlights that 53% of survey respondents believe robotaxis should be banned, and 55% believe Tesla’s Full Self-Driving features should be illegal.
These issues align with Tesla’s steadily declining sales figures in recent months, despite Musk’s claims of refocusing on the brand’s core activities (when he isn’t preoccupied with forming a new political party). It appears that everything is far from great at Tesla right now.
What are the implications of Tesla’s low trust scores? It’s essential to recognize that consumer perception directly influences purchasing decisions. For Tesla, this has resulted in a noticeable decline in sales.
Is Tesla’s self-driving technology safe? While Tesla promotes its Full Self-Driving capabilities, public opinion suggests otherwise, with a substantial percentage believing such technology should not be permitted on the roads.
What are the main reasons for the negative perception of Tesla? High-profile accidents, perceived safety issues, and a declining trust score are among the key factors impacting how consumers view the brand.
How does Tesla’s situation compare to other EV manufacturers? Tesla’s current trust and perception scores are the lowest among major EV manufacturers, indicating a significant market shift.
Is Elon Musk’s leadership affecting Tesla’s image? Musk’s media presence often draws attention, but incidents involving Tesla vehicles often lead to negative media coverage, impacting the brand’s reputation.
Despite the current challenges, it’s crucial for Tesla to pivot and address these concerns. For those interested in staying informed, there’s always more to explore about EV developments and market trends at Moyens I/O.