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 Top Gear TV show might be over, but its tamed racing driver – a masked, anonymous hot shoe known only as “the Stig” – lives on … and his latest adventure involves pitching the 1,400 hp electric Ford SuperVan demonstration vehicle around the famed Top Gear test track. Sideways.
In this video from the official Top Gear YouTube channel (is Top Gear just a YouTube show, now?), the boxy Ford racer seems to have sprouted an additional 600 peak horsepower in its latest “4.2” iteration, for a stout 2,000 hp total. For his (?) part, the Stig puts all of those horses to work in what appears to be a serious attempt to take the overall track record.
I won’t spoil the outcome for you, but suffice it to say that even the most die-hard anti-EV hysterics will have to admit that SuperVan is a seriously quick machine.
SuperVan 4.2: How fast can a 2000 hp transit go?
[SPOILERS AHEAD] Even with 2,000 hp, instant torque, and over 4,000 lbs. of aerodynamic downforce, the SuperVan wasn’t able to beat the long-standing 1st and 2nd place spots held by the Renault R24 (a legit Formula 1 race car) and the Lotus T125 Exos (a track-only special that sure looks like a legit Formula 1 race car), but after crossing the line with a time of 1:05.3, the Ford claims third place on the overall leaderboard.
You can check out the video (above) and watch the whole segment for yourself, or just skip ahead to the eight-minute mark to watch the tire-shredding sideways action promised in the headline. If you do, let us know what you think of Ford’s fast “van” in the comments.
Swedish multinational Sandvik says it’s successfully deployed a pair of fully autonomous Toro LH518iB battery-electric underground loaders at the New Gold Inc. ($NGD) New Afton mine in British Columbia, Canada.
The heavy mining equipment experts at Sandvik say that the revolutionary new 18 ton loaders have been in service since mid-November, working in a designated test area of the mine’s “Lift 1” footwall. The mine’s operators are preparing to move the automated machines to the mine’s “C-Zone” any time now, putting them into regular service by the first of the new year.
“This is a significant milestone for Canadian mining, as these are North America’s first fully automated battery-electric loaders,” Sandvik said in a LinkedIn post. “(The Toro LH518iB’s) introduction highlights the potential of automation and electrification in mining.”
The company says the addition of the new heavy loaders will enable New Afton’s operations to “enhance cycle times and reduce heat, noise and greenhouse gas emissions” at the block cave mine – the only such operation (currently) in Canada.
Electrek’s Take
From drilling and rigging to heavy haul solutions, companies like Sandvik are proving that electric equipment is more than up to the task of moving dirt and pulling stuff out of the ground. At the same time, rising demand for nickel, lithium, and phosphates combined with the natural benefits of electrification are driving the adoption of electric mining machines while a persistent operator shortage is boosting demand for autonomous tech in those machines.
European logistics firm Contargo is adding twenty of Mercedes’ new, 600 km-capable eActros battery electric semi trucks to its trimodal delivery fleet, bringing zero-emission shipping to Germany’s hinterland.
With the addition of the twenty new Mercedes, Contargo’s electric truck fleet has grown to 60 BEVs, with plans to increase that total to 90. And, according to Mercedes, Contargo is just the first.
Contargo’s 20 eActros 600 trucks were funded in part by the Federal Ministry for Digital Affairs and Transport as part of a broader plan to replace a total of 86 diesel-engined commercial vehicles with more climate-friendly alternatives. The funding directive is coordinated by NOW GmbH, and the applications were approved by the Federal Office for Logistics and Mobility.