Behind their current technology based identity, Tesla is a people based brand.
Their vision is to change the way people think
about cars; educate people on the benefits of
electric cars and systems; and to lower impact
on the environment.
They take pride in being an open company,
have a light-hearted tone of voice, and create
their cars with humanity at the forefront
of every decision.
Tesla will fit well into a New Zealand market as their core values are aligned with many New Zealander’s own beliefs.
New Zealand people are often closely connected with one another, being a small country, and there is a feeling of community that can be tapped into. They are also known to be a country of proud innovators and are passionate about the environment.
To be shown the positive impact of electric cars; to gain trust in the Tesla brand; to have range anxiety eased.
Aspirations and inspirations:
To make a difference in the world; to feel connected to the company; to be sure of Tesla and what it sells.