Tesla Beats BMW As Top Luxury Brand; Scores Second in Brand Recognition

Tesla scores second for brand sustainability perceptions

Kelley Blue Book

Tesla ranks second as the brand with the highest sustainability perception. Brand Finance, an independent branding and consultation agency, released the Sustainability Perceptions Index, which uses several factors to determine the "value of sustainability perceptions to the world's leading brands."

It's hard to imagine a more sustainable brand than Tesla. The mission statement includes the verbiage: accelerate the world's transition to sustainable energy. This company made electric vehicles a viable form of transportation and has produced more energy than it used. But it may be Tesla's communication or lack thereof, that cost it first place.

Tesla May be too Humble

The report states, "Despite having sustainability as central to its brand, Tesla's communication of its sustainability initiatives is relatively limited considering the impact that it has. This is potentially due to a worry that the brand is too defined by sustainability. However, Brand Finance's research suggests that this worry is unwarranted, and in fact, having a strong sustainability perception will only increase consumer choice, particularly in the luxury auto sector."

To confuse readers further, Brand Finance gave the top ranking to Amazon. The report ironically states: "This may come as a surprise to some." Brand Finance explains that despite the "regular criticism about issues as diverse as labor conditions, emissions associated with its supply chains, and the polluting effects of packaging," there is a perception of sustainability. The report reads, "Regardless of Amazon's track record, it is clear that consumers worldwide have confidence that Amazon is minimizing its negative impacts, or at least is committed enough for them to continue to use its services."

Luxury Car Brands Must be Environmentally Friendly

Tesla recently ousted BMW as the top-selling luxury brand. Brand Finance's report found that consumers are putting a lot of importance on sustainability in luxury automobiles. Volvo discovered the same trend when it announced that it would phase out the production of ICE vehicles. Volvo worked with The Future Laboratory to author a report called The Rise of the Conscious Design.

The report underscored the importance of Volvo, and effectively the entire auto industry, to be more sustainable. The report pointed out, "Once focused specifically on environmental factors, consumers are rapidly developing a more holistic understanding of sustainability and ethics… The rise of conscious design stems from a pressing need to ensure that future products across categories are ethical, sustainable and regenerative."

Tesla Should Advertise

Tesla has not spent a dime on traditional advertising; instead, it relies on word-of-mouth and puts so much faith in its product that it made owners practically spokespeople. Although Tesla appears to have done some product placement in the past, such as the Model Y that was offered on the Price is Right. However, more advertising may be necessary now that the rest of the automotive world has realized electric vehicles are here to stay and consumers are demanding the product.

The average consumer must learn about Tesla's incredible safety record and cutting-edge technology. You can bet every other brand will be buying ads to promote "new features" that Tesla has already done or is significantly more advanced than the competition. There is no reason why Tesla shouldn't be the top brand globally for sustainability other than an uninformed perception, and that must change.

Tesla Holiday Update Wishlist - Tesla App Edition

@niccruzpatane

So, with Halloween all squared away, the next big holiday coming up is Christmas. Each year, Tesla releases a big Holiday update packed with features. Last year’s update included some awesome features, including alternate routes, the Vision upgrade for Park Assist, Speed Cameras and Traffic Light icons, and the Automatic Blind Spot indicator, among others.

We already know that update 2024.44 - the Holiday Update Branch - is coming with Blind Spot Monitoring while Parked, Supercharger Improvements, and more. But, we’ve got a ton of good ideas that we hope will make the list, so put down your pumpkin spice, and grab your egg nog. It’s the holidays, and it’ll be Cybertruck’s first Christmas, so let’s celebrate!

Apple Watch App

First up—the Apple Watch app. This has been a highly requested feature over the past couple of years, and it looks like Tesla is listening. Tesla has apparently already begun development to support the Apple Watch in app update 4.38, so we’re expecting this to arrive as part of the big Holiday update. We’d love to see an equivalent app for Android-based watches, too.

Phone Left on Charger Alert

It’s easy to forget your phone inside of the vehicle, especially if it’s on the phone dock. A simple app alert that a phone has been left in the vehicle would be really useful. Tesla could potentially even tell the difference between a driver’s phone and a passenger’s phone, depending on the vehicle’s profile being used or which doors were open and closed.

Either way, just receiving an app notification if a phone is left in the car would be really useful, especially since your phone is your car key.

Light Show Support

Tesla Lightshows are great, but they could be made even better with Tesla app support. At the very least, it’d be great to be able to start/schedule or stop a light show from the app.

To really make light shows shine, Tesla could add the ability to create a light show directly from the app. Right now creating a light show involves using the open-source app xLights on a computer, so a simplified version of it running in the app would make it accessible to a lot more users.

Precondition Battery Button

Similar to an in-vehicle preconditioning button for 3^rd party chargers, the Tesla App should also have a button to precondition the battery. This will make it easy for users, especially those who don’t have home charging – to get their vehicles ready for DC Fast Charging before departing.

Garage Door Controls

Tesla owners with HomeLink can control their garage doors directly from the vehicle. However, the Tesla app currently only allows users to open the first programmed garage door and doesn’t give the user access to any of the other programmed doors. Adding the option to choose which garage door to open via the HomeLink button would be a valuable addition—especially useful when paired with Actually Smart Summon.

Drive Stats

While Tesla already records and displays charging sessions in the app’s Charge Stats section, it’d be really helpful if Tesla also added the ability to record drives. That way, you could easily track how much your vehicle was driven on a particular day, week, or over the course of the year.

If you have any other suggestions, let us know in our forums. Who knows, some Tesla product managers may even be listening.

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Tesla Adds Interest-Free Payment Plan to Tesla Shop - FSD Payment Plan Next?

Not a Tesla App

Tesla has added payment plan options to its shop items for the first time. They’ve partnered with Klarna, a deferred payment provider, to spread the cost of items across multiple payments. For now, this appears to be limited to the Tesla Shop in the United States—no support for other regions quite yet.

Payment Options

Klarna’s primary payment option allows buyers to get 0% APR for 6 weeks, with 4 payments. The payment schedule is essentially one payment every two weeks for whichever product you buy - enabling you to buy now, and pay later with 0% financing.

For example, the payment schedule for the $420 Wall Connector is evenly divided into four portions. Of course, you’d also have to pay for shipping and taxes, both of which will be included in your first payment.

For some of Tesla’s more expensive Shop options - like the Cybertent, this could be a fantastic means for some owners to pick up something more expensive without having to worry about interest charges on their credit card.

Klarna also offers some other payment schedules, which do have interest. While these are far more expensive and are more like credit cards, they still provide buyers a means to buy now and pay over time. These are all open loans as well, so you can pay them down at a faster rate, thereby reducing the overall interest.

FSD Payment Options?

We’d love to see an equivalent payment option available for Tesla’s FSD purchase, which is currently $8,000, even if it's bought after the vehicle purchase. The high upfront cost is likely one reason why Tesla’s FSD subscription is so popular.

It’s likely that purchasing FSD is much more popular at the time of vehicle purchase, as owners can roll the cost of FSD into their financing rather than paying the full $8,000 later on.

IPO Filing

Interestingly enough, along with today’s news that Klarna is working with Tesla, Klarna has also filed for an IPO in the United States. It is one of the first financial tech (FinTech) companies to file for an IPO in 2025 and, interestingly, one of the first European companies to conduct an IPO in the United States.

For those who trade in the financial sector, this will be one to watch—Klarna was valued at around $46 billion in 2021 and is now valued at approximately $15 billion. Partnering with a large and well-known brand like Tesla could uplift Klarna, but that’s all financial speculation.

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