Conversations around Tesla’s reputation leaned toward the negative throughout 2023, but it depends on who you’re talking to, reports YouGov.
What’s the ‘Buzz’ about Tesla’s reputation?
The global market research firm conducted polls about what it calls the “Buzz” around Tesla – that is, what people are hearing about the brand – and whether there’s been a change in the proportion of people considering driving its EVs following recalls and recent negative headlines.
YouGov asked US adults about “Buzz” between January 2023 and April 2024:
Over the past two weeks, which of the following brands have you heard something POSITIVE / NEGATIVE about (whether in the news, through advertising, or talking to friends and family)?
Tesla’s Buzz scores stayed consistently negative through 2023 among YouGov’s “all US adults” category, with an average score of -7.1 in a score range of -20 to 90, and its scores dipped a bit further following the Autopilot ADAS recall in December.
Tesla’s customer base had considerably higher Buzz scores in 2023, meaning they were more likely to say they were hearing positive things about the brand. Current Tesla customers averaged a net Buzz score of 61.8, and that steadily increased in the early half of 2023 before stabilizing.
Would you still buy a Tesla?
Here’s where it gets interesting.
YouGov asked consumers between January and December 2023 whether they’d consider a Tesla when making a future purchase, and 70% of current Tesla owners said they would consider buying a Tesla.
In the “all US adults” category, unlike Tesla’s negative reputation results, it’s a positive percentage: 7.7% say they would consider Tesla for their next car purchase, and scores in this group have shown no significant change since Q1 2023.
YouGov concludes that “news of brand recalls has not played a significant role in shaping consumer consideration for the brand, particularly among Tesla’s customer base.”
Electrek’s Take
This is intriguing but not shocking. Tesla has a highly loyal customer base. The lease is about to end on my Tesla Model 3. We planned to sign a new lease for a Model Y. The recalls haven’t bothered me much, but all the turmoil that Fred and Jamie have reported on in recent weeks has. It’s most definitely killed my Tesla buzz.
When I leased this Model 3, I felt excited and proud. Now I feel disappointed and deflated by what’s happened at Tesla in recent weeks, thanks to Elon Musk’s layoffs and his bizarre decision to wipe out the entire Supercharger team. One of the best things about driving a Tesla is the Supercharger network.
Plus, it’s important to note that YouGov’s poll about next car purchases doesn’t extend into 2024, so it’d be interesting to see how all the recent drama has affected Tesla’s reputation with Tesla drivers.
I’m still considering a Tesla for my next car selection because, well, Tesla drivers know why. But I’d have to hold my nose while making that choice – I know it’s probably still good for me, but it’s now a bitter pill to swallow.
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The latest hybrid telehandler from New Holland packs a range-extending combustion engine to boost its battery power during longer shifts – but it doesn’t run on gas or diesel. Instead, this farm-friendly machine is built to run on METHANE.
Manure digester, via Ag Marketing Resource Center.
CASE and New Holland (collectively, CNH) understands its customers’ desire to put that biogas to good use. They also understand that nothing is quite as efficient as battery-electric power, though; but big farms have weird duty cycles: 4-6 hour shifts most of the year, then critical, un-skippable, non-negotiable round-the-clock running during harvest.
“With this prototype, New Holland shows its continuous commitment to the ‘Clean Energy Leader‘ strategy, building on our leadership in alternative fuel machines,” says Marco Gerbi, New Holland T4 and T5 tractor, loader and telehandler product management. “Our aim is to help our customers boost farm productivity and profitability by broadening our range of alternative fuel machines that do not compromise efficiency or productivity yet help to minimize agriculture’s carbon footprint.”
Primarily driven by a 70 kWh lithium-ion battery, the telehandler uses a methane-fueled version of Fiat Powertrain’s four-cylinder F28 engine as a range-extending backup whenever jobs demand more uptime. On the energy stored in the battery alone, New Holland says the machine can handle a full day’s worth of typical farm work — roughly a “350-day duty cycle,” and it can recharge from the grid, a biogas generator, or even rooftop (barntop?) solar.
It’s still just a prototype, but New Holland claims the hybrid setup cuts fuel use by up to 70% compared to a conventional diesel telehandler while delivering 30% better performance and uptime for its operators.
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The Boring Company, Elon Musk’s tunneling startup, is reportedly facing significant issues with its new project in Nashville, Tennessee. A key subcontractor has walked off the job, alleging that the company has failed to pay for work completed on the “Music City Loop,” claiming they have received only 5% of what they are owed.
We have been following The Boring Company’s expansion efforts closely.
After the relative success of the Las Vegas Loop and several projects that failed to materialize, it looked like the company was winding down until a new proposal in Nashville gained some momentum.
However, a new report from the Nashville Banner indicates that the project is hitting a major wall.
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Shane Trucking and Excavating, a local contractor hired to handle preliminary work for the tunnel project, pulled its workers off the site this Monday. William Shane, the owner of the company, told the Banner that The Boring Company has “ghosted” them and failed to pay invoices totaling in the six figures.
According to Shane, the payment terms were initially set for every 15 days, then unilaterally switched to 60 days. Now, he claims it has been over 120 days since they broke ground, and his company has received only a fraction of the payment due.
“We were really skeptical from the beginning, and then since then, things pretty much just went downhill,” Shane said.
The contractor was reportedly responsible for preparing the launch pad for “Prufrock,” The Boring Company’s proprietary tunnel boring machine (TBM). We previously reported on Prufrock’s capabilities, with the company claiming it can dig tunnels significantly faster than conventional machines, supposedly porpoising directly from the surface to avoid digging expensive launch pits.
If the launch pad isn’t finished because the excavator wasn’t paid, Prufrock isn’t digging anywhere.
This isn’t the first time we’ve heard of payment issues involving Musk-led companies. Tesla has been known to not pay its bills, leading to small companies going bankrupt.
As The Boring Company was stiffing Shane on the bills, the company tried to poach workers from its own contractor and lied about it:
“One of their head guys texts two of my welders, offering them a job for $45 an hour from his work phone,” Shane described, noting that the same TBC employee denied sending the texts when confronted with screenshots. “That’s actually a breach of contract.”
On top of the missed payments, Shane alleges serious safety concerns. They made several official complaints to OSHA:
“Where we’re digging, we’re so far down, there should be concrete and different structures like that to hold the slope back from falling on you while you’re working. Where most people use concrete, they currently have — I’m not even kidding — they currently have wood. They had us install wood 2x12s.”
The Boring Company Vice President David Buss blamed missed payments on “invoicing errors” in a statement to the Banner:
“It does look like we had some invoicing errors on that. It was, you know, unfortunately, too common of a thing, but I assured them that we are going to make sure that invoices are wired tomorrow.”
He also said that he would look into the poaching allegations, but added that he is not aware of any OSHA complaints.
The “Music City Loop” was pitched as a solution to connect downtown Nashville to the airport, a route that is notoriously congested.
The Boring Company claims it can complete the project without public money, but there are some obvious issues with its financing.
Electrek’s Take
I’ve been willing to give them the benefit of the doubt on the “Loop” concept. While it falls short of the original “autonomous pods” vision or the “Hyperloop” speed dreams, the system in Las Vegas does work to move people, even if it is just Teslas in tunnels driven by humans.
There’s just no evidence that it would be more efficient than any other public transit system.
When Musk launched The Boring Company’s first test tunnel in LA, I asked him if he had any simulations showing his “loop” system to be more efficient. He said that they were working on that. That was 7 years ago.
Therefore, while The Boring Company appears to have achieved marginal improvements in tunnel boring, mainly when it comes to smaller tunnels; it has yet to show clear evidence that its Loop system is a better solution than any other public transit system.
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