Elon Musk's antics turn owners and potential buyers against Tesla
For much of the past decade, Tesla has had no match in its model battery range and other performance measures. The trend has emerged in one consumer survey and market research report after another: Tesla commands high brand awareness, consideration and loyalty, and customers are mostly happy with its cars. Musk’s antics, on the other hand? They can do without. Creative Strategies, a California-based customer experience gauge, cited owners’ frustration with Musk in a study published in April. A year earlier, research firm Escalent found Musk to be the most negative aspect of the Tesla brand among electric vehicle owners surveyed. “We hear from Tesla owners who will say, ‘Look, I love my vehicle, but I really wish I didn’t have to respond to my friends and family about his latest tweet,’” said Mike Dovorany, who talks to thousands of Tesla users. EV owner and potential buyer for two years working in the automotive and mobility group Escalent. Tesla has so...
