Loyalty Unrivaled: Tesla's Customer Retention Tops Auto Industry

Tesla's brand loyalty is unrivaled

Tesla

Despite a changing automotive landscape and a surge in electric vehicle options, Tesla's brand loyalty remains unrivaled, according to a recent report from banking and investing giant Citi. The resilience of Tesla's brand, even amidst concerns over macroeconomic conditions and increasing competition, demonstrates the appeal of the innovative automaker to its customers.

Tesla's Brand Loyalty Unfazed by Changing Market Dynamics

Citi's analysis indicates that Tesla's brand loyalty has remained stable and impressive despite potential headwinds. Brand loyalty, a key performance metric in the automotive industry, gauges a customer's likelihood of repurchasing a vehicle from the same brand. Here, Tesla's numbers truly shine: approximately 67% of Tesla owners return to purchase another vehicle, far surpassing the industry's average luxury brand loyalty rate of 46%.

Notably, this loyalty persists in spite of speculation that CEO Elon Musk's public persona and prolific Twitter use may impact customer sentiment. Contrarily, Citi's report suggests that Tesla's brand loyalty has trended upward in recent years, with the only notable dip in 2021 likely due to supply constraints rather than Musk's public image.

Tesla's Model 3 and Model Y Winning Over Mainstream Car Owners

One factor contributing to Tesla's impressive brand loyalty could be the value proposition offered by its Model 3 and Model Y. The Citi report notes these vehicles appear to be conquering market share from mainstream automakers rather than solely from the luxury sector. Notably, around a third of Model Y drivers previously drove vehicles from traditional manufacturers like Toyota or Honda.

Yet, Tesla's brand loyalty isn't immune to challenges. Citi's analysis highlighted that among all Tesla models, Model S demonstrated the lowest brand loyalty, perhaps a repercussion of the increased competition it faces from rivals like the Lucid Air, Mercedes EQS, and Porsche Taycan.

Tesla's Global Presence and Production Expansion

Despite these obstacles, Tesla's impressive market presence remains evident. As the world's most valuable automaker, with a market cap of approximately $580 billion, Tesla continues to expand its production capacity, aiming to produce over 1.8 million vehicles in 2023, predominantly at its Shanghai and Berlin Gigafactories. Additionally, Tesla's Giga Texas facility is anticipated to boost output in the next 18 months significantly, and the original Fremont plant is undergoing extensive reworking to match the production capabilities of its Gigafactory counterparts.

Tesla's challenge will be maintaining its high brand loyalty rate as more EV offerings flood the market. However, with new Model 3 and Model Y variants on the horizon and the highly anticipated Cybertruck set to disrupt the North American truck market, Tesla seems well-positioned to continue its dominance and customer loyalty.

While uncertainty surrounds the future of the EV market, one thing is clear: Tesla's ability to maintain high brand loyalty amidst changing conditions underscores the strength and appeal of its brand and its vehicles, reaffirming Tesla's place as a trailblazer in the automotive industry.

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Tesla’s New Signal Viewer Panel in Service Mode+ Allows You to View Real-Time Data

@scotsrule08 on X

Tesla’s latest software update, version 2025.2, brings new features to Service Mode, continuing the trend of improving in-vehicle diagnostics.

Currently, this feature is only available for vehicles with AMD Ryzen infotainment systems and requires Service Mode+, which is a subscription service aimed at technicians. Intel-powered vehicles aren’t supported yet, but we expect this feature to roll out to them as well unless hardware limitations prevent it.

Thanks to Spencer for providing an image of the panel in action.

Signal Viewer Panel

While update 2025.2.6 adds four service mode improvements, including updates to brake burnishing, charge port calibration, and noise recording panel improvements. In this article, we’ll focus on the new signal viewer panel.

This new panel offers a live data feed from selectable vehicle sensors. You select the signals you’re interested in and it’ll plot the signal on a graph. In addition to allowing you to view real-time signal data, it also allows you to record them.

The signals are searchable and can be easily added or removed from the panel. You can track up to 10 sensors, and the UI allows three of them to be viewable at once.

However, this is Service Mode and it’s more than just pretty looks. You can really dig down into these charts. You can pan them left and right through time, and tapping a specific point shows the exact value of that signal. The panel also supports pinch-to-zoom, enabling you to adjust the time scale across all panels simultaneously.

This feature is exclusive to Service Mode+, which requires a subscription to Tesla’s ToolBox3 software and a connection to a computer. It’s designed to help technicians diagnose issues related to signal quality, noise in the vehicle’s electrical systems, and signal variance in components during driving.

We’re excited to see Tesla’s continued focus on repairability, especially with additions like the Cybertruck’s Interactive Wiring Diagram and the launch of the Tesla Online Parts Catalog, which lets customers purchase parts directly.

Plus, with the reduced cost of ToolBox 3 subscriptions, even DIY enthusiasts now have access to tools that make Tesla repairs more accessible.

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Tesla Introduces New Model Y Variants in Europe; Ends Launch Series

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Tesla has updated its Model Y lineup in Europe, introducing new standard configurations while discontinuing the limited-edition Launch Series. With the new variants now available, European customers will have more choices and cheaper options to pick from.

The Launch Series and some of its exclusive features will no longer be offered—except in the UK, where it remains available alongside the new lineup.

New Models Introduced

Tesla’s new Model Y lineup in Europe includes three main variants. The prices vary slightly from country to country.

• Rear-Wheel Drive (RWD): Priced at €44,990, this model is the most affordable new Model Y, but it also has the shortest range and is missing a few features available on other trim levels.

• Long Range Rear-Wheel Drive (LR RWD): Available for €49,990, this version is essentially the same as the RWD model, but with a larger battery. It has seen a €1,000 price increase compared to the outgoing Long Range RWD model.

• Long Range All-Wheel Drive (LR AWD): At €52,990, this model has seen a price drop of €2,000, making it a better deal than the previous LR AWD Model Y. This is also the only new Model Y to come with most of the same features as the Launch Series, including additional speakers, a subwoofer, premium materials inside the cabin and improved acceleration. Acceleration boost should also become available for this model, letting it match the performance of the Launch Series.

All Model Y variants come with all the improvements that we’ve discussed about the new Model Y, including the new front and rear light bars, improved aerodynamics, ventilated seats, improved heat and sound isolation, and the 8-inch rear touchscreen. Some exclusive options, like the Midnight Cherry Red paint, appear to no longer be available. However, Tesla has already said that they’ll be introducing new paint options for the Model Y in North America.

Compare Model Y Variants

Here’s how the various Model Y variants compare to each other:

Launch Series Ends

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The Launch Series, which debuted just weeks ago in Europe, has now been phased out. This limited-edition model was priced at €60,990 and included a suite of premium features comparable to a bundle deal you may find with other products. It came equipped with Full Self-Driving (FSD), Acceleration Boost, and exclusive badging on the rear liftgate, door sill plates, and puddle lights.

While the Launch Series is no longer available for new orders in most European countries, customers can still get a similar vehicle by opting for the Long Range AWD model and manually adding premium features like FSD. Acceleration Boost, which was standard in the Launch Series, is expected to become available for purchase once these vehicles are delivered or soon afterward. However, some exclusive elements, such as badging and trim details, will remain unique to the discontinued edition.

For now, the UK remains an exception, still offering the Launch Series alongside the newly introduced models.

Performance Model Still to Come

With Tesla now introducing the expected variants of the refreshed Model Y, one notable absence is the Performance model. While the Launch Series was fast due to the Acceleration Boost addon, there’s no doubt the Performance version will be in a league of its own.

What we saw Tesla do with the 2024+ Model 3 Performance variant was more than just using binned motors. The vehicle featured unique bumpers, a spoiler, an improved suspension, sport seats, Track Mode V3 and other features that made the vehicle stand out compared to the Model 3 AWD.

The Performance version of the new Model Y is expected to become available later this year, however, expect it to carry a $5-$8k premium over the AWD model.

Other Regions to Follow

As Europe phases out the Launch Series, other regions are expected to see similar changes. With the other models now revealed, owners in other regions have a better idea of whether they should buy the Launch Series or wait for the additional models to arrive.

Tesla naturally adjusts its offerings based on market demand, and if sales of the Launch Series remain strong in other parts of the world, Tesla will likely wait it out a little longer before offering the other models.

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