Brand Finance praised Tesla in two separate reports, calling it a sustainability leader and listing the company as the ninth most valuable brand globally. However, Tesla's CEO did not rank as well in the company's third report, the Brand Guardianship Index 2023.
As a result, Elon Musk has dropped out of the top 100 CEOs in the Brand Finance report, which measures the reputation and performance of the leaders of the world's leading brands. This drop is a notable change from last year when Musk was ranked 30th on the list.
Twitter's Impact on Tesla
However, the report seems much more concerned with Musk's performance at Twitter than with Tesla. One of the main reasons for this drop in reputation is Musk's tenure as CEO of Twitter, a role he took on in October 2022. His controversial restructuring of Twitter, which eliminated many positions to refocus the company on profitability, has put the brand under intense criticism from some business journalists and commentators. Musk has been the center of attention for several reasons, and the headlines are usually not kind to the 51-year-old.
The large volume of news stories about high legal fees, congressional hearings, resignations, and the decreasing popularity of Twitter as a social media platform have contributed to a drop in the company's reputation. Additionally, the reputation of Tesla as a company also dropped due to these controversies, according to the report.
Numerous Tesla investors have been hounding the board of directors to either have Musk more involved with Tesla and less distracted by Twitter or find a new CEO. Musk sold millions of Tesla shares to acquire Twitter. Since taking over Twitter, Tesla's stock was in free fall to close 2022, losing 70 percent of its value and closing out its worst quarter on record. However, Tesla stock has recently surged, partly due to a great earnings report. The stock is up almost 50% since the start of the year.
CEOs Must Enhance Brands
Brand guardians must uphold the reputation of the brands they are responsible for and ensure that internal and external stakeholders are confident in the brand executives' leadership and strategy. Failure to do so can lead to a drop in reputation due to wider public sentiment and media coverage of high-profile executive leaders.
As the case of Twitter and Elon Musk shows, a brand's reputation is closely tied to its leadership's reputation. It is essential for brand guardians to be aware of this and take appropriate action to protect and enhance the reputation of their brands.
After several years of allowing third-party developers and tinkerers free access to the Tesla API, Tesla has finally announced a pricing for their API. Back in 2023, Tesla introduced their new API system, along with them being “temporarily free.”
Back then, Tesla announced their Discovery tier, which had some limitations but set the groundwork for what was to come. For the first time, developers had official documentation and support, but pricing still was to be determined.
Tesla recently announced pricing for its APIs, which, unfortunately, is much higher than many were expecting. We’ll start by reviewing everything that’s been announced and then explore what could happen for both home users and larger third-party apps.
Fleet API - Usage Based Pricing
Tesla is implementing a pay-per-use pricing model that charges users based on overall usage. Some items, such as Streaming Signals and Commands, are at a lower cost, which helps to incentivize developers to be smart with the data they’re pulling from vehicles. Meanwhile, vehicle data via REST APIs and waking up vehicles is much more expensive.
Here’s the pricing chart:
Data Type
Signals/Requests
Cost
Streaming Signals
150,000
$1
Commands
1,000
$1
Data
500
$1
Wakes
50
$1
Tesla seems like they want developers to focus on what’s happening in the now - rather than being able to track a long driving session or pull charging history from the vehicle. While some things seem cheap and some seem expensive, the overall cost is still fairly high, even for limited personal use.
Additionally, the new Fleet Telemetry doesn’t offer all the data points that are available from the older vehicle data API. That means that you won’t always be able to take advantage of the cheaper “Streaming Signals” data type - but have to fall back to the data package - which is far more expensive.
Many services use REST APIs for vehicle data at about a one-minute interval, which means that each hour of driving or charging could cost about $0.12. Since the average vehicle drives for about an hour a day and charges for an hour or two, that could cost about $0.36 cents per day — per vehicle.
Looking at a month’s worth, that’s about $10/month per vehicle. While the streaming signal API is much cheaper, the total cost would vary depending on the interval and data being collected. Each signal is a piece of data, so if you’re tracking the vehicle’s speed, location, odometer, state and battery level, that’s five signals.
Fleet API - Personal Use
Tesla’s Fleet API provides each Tesla account with a $10 monthly discount - which Tesla says can cover data streaming, 100 commands, and two wakes per day for two vehicles per month. There isn’t a discount per vehicle - it's per account, so if you have more vehicles, it’s less beneficial to you. This should allow home tinkerers to create some automations and track some data without having to pay for access.
However, this is a fairly restrictive amount of signals/requests for personal use - let’s look at the author’s Home Assistant integration for a fairly simple example.
On average, with a Home Assistant tablet at home to start/stop charging, check charge states, precondition vehicles, send Google Map targets, and a few more simple commands for just two vehicles - we make, on average, about 200 requests a week per vehicle. That comes out to 1,600 requests a month and 400 wake-ups a month.
We’re also requesting data from the Data portion of the API - not the Streaming Signals portion of the API - and that’s about every five minutes while charging - so a wake isn’t needed. With 480 data requests per vehicle per month, we’re already starting to flex the basic $10. Of course, you also want to track your trip data and output that - so add in another 500-ish requests per vehicle based on the amount of driving and interval levels.
We’re looking at $8 in wake-ups, $4 for commands, $8 for data, and at least $1 in Streaming Signals. Just for two vehicles with a fairly basic set of data tracking and usage of commands, we’re already past the $10 mark.
If you’re keeping track, that’s a total of $21 per month—minus the $10 discount Tesla provides per account. At its current usage, our Home Assistant integration would require us to pay $11 for API access a month—as much as Premium Connectivity.
While switching to the streaming API is the answer here, it’ll take time for tools and services to transition to the new way of gathering data. Unfortunately, Tesla isn’t giving developers and home users a lot of time, with pricing taking effect on January 1st, 2025.
Third-Party Developers
Take all those fairly conservative numbers I’ve provided - and scale those up 3-4x. That’s how much data is requested by popular third-party apps. They’re looking at monthly costs well beyond $50 per vehicle, with current data draws. Again, they’ll need to transition to streaming APIs where possible and optimize the data they gather, but Tesla isn’t giving developers a lot of time to do so.
Third-party developers will need to find ways to optimize their workflows, potentially raise prices, and work within and around Tesla’s new strict rules on pulling data from vehicles.
Vehicle Support
Unfortunately, 2020 and older Model S and Model X vehicles don’t support the streaming API, which means that they may not be supported by most third-party services going forward.
We’re hoping Tesla takes some steps to make its API more flexible and affordable, as even simple home use can get quite expensive.
SiriusXM is launching its streaming app for the Model 3, Model Y and the Cyberetruck as part of the 2024 Tesla Holiday Update.
SiriusXM is a satellite and internet radio streaming service that’s been available in the Model S and Model X with the SiriusXM satellite receiver for many years. However, it has never been available in the Model 3, Model Y, or the Cybertruck - all of which do not have the receiver.
SiriusXM is one of the most popular satellite streaming services globally - Sirius offers bundled packages with other auto manufacturers (like the Model S and Model X) and standalone receivers. Now, they’re offering a different package for Tesla’s other vehicles.
SiriusXM subscribers will get a Tesla-tailored experience with a fully functional app that has a layout similar to Tesla’s other streaming services. Alongside all of SiriusXM’s regular services offered in their 360L package, customers will also receive Sirius’ full podcast offering.
The Tesla package includes the following services:
Ad-free, live-curated music channels across all genres.
Custom stations that users can generate from their favorite bands or artists.
A massive podcast library - including news, comedy, entertainment - and more.
Live sports coverage and analysis from over 20 live sports channels, with industry experts and hosts.
News, Politics, Entertainment, Comedy, Celebrity Interviews, and more on live and recorded channels.
A personalized for-you page in your Tesla (and in the SiriusXM app) that delivers recommended content based on your listening preferences - and it adapts based on your listening and time of day.
A content-discovery system that uses listening preferences to help guide you to new music, channels, and podcasts.
Integrated voice search
Live Sports is an awesome use-case for SiriusXM!
Not a Tesla App
Cost
SiriusXM for your Tesla will cost $9.99 USD a month for the first two years if you sign up using their special starter offer. Once that two-year period is over, you’ll pay $24.98 USD a month to keep your subscription at the same tier. However, SiriusXM offers multiple plans and multiple tiers that you can switch to to match your preferences after the two years.
Requirements
Like Tesla’s other music services, you’ll need Tesla’s Premium Connectivity to listen to SiriusXM or an active WiFi/Hotspot connection. You can open up the SiriusXM app on your Tesla and then log in or create an account.
If you’re already a SiriusXM user, you can either log in to your existing account and take advantage of your services or create a new one. Go ahead and scan the QR code with your mobile device - it’ll take you to the sign-up page to get your new account started.
When you see this UI, go ahead and press the big blue button!
Not a Tesla App
Free Trial
If you want to take advantage of the three-month free trial, you’ll need to create a new SiriusXM account - even if you already had one previously. A new e-mail address will be required.
There’s no payment required for the free trial, and you’re not required to submit payment information to SiriusXM - so it’s really a risk-free trial. Once the trial ends, you’ll be prompted to use the mobile app or website to enter payment information and select a paid plan to continue listening.
Model S and Model X
The Model S and Model X will retain their SiriusXM capability through their satellite receivers, and it seems that Tesla will continue shipping them with satellite receivers for the time being.
While no part is the best part, Tesla likely has a long-term contract with SiriusXM to continue providing the radios in these two vehicles. Once that’s over, or maybe in a potential future refresh, Tesla may also pivot to using the streaming app.
