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.
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Tesla software update 2024.44.3 has started rolling out to customers in larger waves recently and it brings several new features - including Actually Smart Summon to Europe and the Middle East, as well as improvements to Autopark. But that’s not all, it also adds a new Blind Spot Monitoring feature to the new Model 3, and potentially the Cybertruck, but that’s still to be determined.
We previously covered the Blind Spot Warning While Parked as part of our preview notes for update 2024.44, but now that it's going out to customers, it's time to see it in action.
If the vehicle’s door open button is pressed, and a vehicle or object is near or incoming, the vehicle’s Blind Spot Warning Light (2024 Model 3 and Cybertruck) will illuminate, an audible tone will ring and the door won’t open. A message will also be displayed on the center displaying, letting driver’s know why the door didn’t open.
Pressing the button a second time will allow you to override the warning and open the door normally, providing a way to get out in case you just parked close to a nearby vehicle or obstacle.
The object detection for this new feature includes cars, pedestrians, cyclists, and other objects - like things including traffic cones, bollards, strollers, and other large obstacles that FSD and vision-based Autopark detect during normal operation. Of note - this only works for the front two doors. Thanks to X user Max, who did some testing for us, It does not work for the rear passenger doors.
Optional Feature
The feature is optional - it’ll be enabled by default for safety, but if you need to enable or disable it, you can do so under Controls > Safety. For now, the feature is only available on the 2024 Model 3, but we expect it to roll out to the Cybertruck at least. However, there’s no reason why it can’t be added to other vehicles as well, minus the small red dot. We expect Tesla to eventually add this feature to all Tesla vehicles, but it’s currently not a part of update 2024.44.
Enhauto’s S3XY Buttons & Commander
If that’s not enough safety and vision for you, Enhauto, the makers of the popular S3XY Buttons and Commander recently put out a new software update for the 2024 Model 3, which makes some fantastic use of the ambient lighting.
With Enhauto’s solution, users are able to tie their ambient lights to Autopilot use, turn signals or even if a vehicle is their blind spot. Check out the video below for this awesome implementation, where the ambient lights turn red when another vehicle approaches.
Maybe Tesla will integrate something like this into a future update? We’ve been hoping for more customizability with their ambient lighting - it's an easy safety win and a demonstration of Tesla’s do-more-with-less attitude.
I look forward to @enhauto updates more than Tesla...
Ambient light effects....
I set default color to white. Blinks green on turn signals Turns blue on FSD activation Yellow if someone in blind spot Blinks red if turn signal on and blind spot activity detected.
The feature is now possible thanks to what Wes Morrill, Cybertruck’s lead engineering, points out is a huge rewrite of Tesla’s Trip Planner, which not only makes it much more accurate but will now allow users to choose their arrival charge percentage.
More Accurate Trip Planner
When you navigate to a destination, your Tesla will automatically calculate when, where, and how much you need to charge. While the process seems straightforward, Tesla deserves a lot of credit for creating a simple user experience because a lot goes into accurately determining this information.
Tesla has to calculate many moving pieces in order to accurately predict when and where you should stop. First, it needs to consider your driving efficiency and wind direction, terrain elevation, traffic, vehicle speed, and ambient temperature. It also needs to predict the best Superchargers to stop at, taking into account congestion and charger speed.
This morning, in response to Dan Burkland, Wes shared that Tesla had significantly rewritten the backend portion of Trip Planner. These improvements, made by several engineers, were designed to improve Trip Planner’s accuracy and open the door to future features.
It sounds like these changes are mostly server-side, so thanks to their OTA connection, more accurate predictions should be available to all vehicles—no vehicle update is required.
Arrival State of Charge
Along with Tesla’s improvements to Trip Planner, Wes also stated that these improvements allow for a popular feature request — the ability to select your desired charge level at arrival.
Up until now, Tesla’s Trip Planner tried to get you to your destination as quickly as possible, which usually meant arriving with a low state of charge.
While this was fine if you have a charger at your destination, it’s not great if you don’t, or it could be even worse if there are no chargers nearby.
Max de Zegher said on X that he has heard the requests for a selectable arrival state of charge. Wes later clarified this by saying that these improvements to Tesla’s Trip Planner now allow for additional features to be added, such as “desired arrival charge.”
Actually trip planner got a huge rewrite on the back end. I had a great conversation with one of the engineers working on this over a morning run a few weeks back, it's pretty neat. The rewrite also unlocks additional features, like desired arrival charge.
Given that Max de Zegher’s comments came last night and Wes Morrill commented this morning, this feature request likely won’t arrive with the upcoming Holiday Update. Tesla actually hinted at such a feature being added in their last app update, so it does seem like they’ve already planned for it.
Although ‘Arrival State of Charge’ was on our wishlist for the Holiday Update, it looks like it may arrive soon after the holidays.
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