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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Last night, Tesla released software update 2024.45.25.15, which includes FSD V12.6.1. This update adds support for all HW3 vehicles, including the Model 3 and Model Y. We’re excited to see the continued support for HW3 owners.
FSD V12.6.1
V12.6.1 is now going wide, according to Ashok Elluswamy, Tesla’s VP of AI. This update is going to the Model 3 and Model Y for the first time - as only the Model S and Model X were included in FSD V12.6.
V12.6 is a big step forward for HW3 - it includes End-to-End on Highway, Improved City Streets Behavior, and Smoother and More Accurate Tracking - all contributing towards a better, smoother, and more comfortable build of FSD. You can read our comparison between FSD V12.6 and V13.2.2 here.
In short, FSD V12.6 performs considerably closer to V13 than V12.5.4.2 - which is a massive improvement. It performs as well as the Cybertruck version of FSD V13, which is still missing a few features when compared to other HW4 vehicles, but it’s a great sign for HW3. A lot of the improvements can be pointed to in the improvements to lane selection and decision-making - the vehicle tends to hesitate far less on V12.6, meaning the ride is a lot smoother. Many early V12.6 testers mentioned that it felt more like V13-mini than anything else.
Legacy Model S & X
We haven’t seen this update hit any legacy Model S and Model X vehicles just yet. We’re not sure whether Ashok’s statement of “generally” applies here - but it should. If you do get the update, please let us know.
Legacy Model S and Model X vehicles are still on an older FSD build and potentially won’t see another FSD update for a little while longer. While they do have the same FSD hardware as other vehicles, there are enough hardware differences that require a build specifically for these vehicles.
FSD V12.6.1 is going out now to the redesigned Model S and X with HW3 and all Model 3 and Model Y vehicles with HW3. The initial wave went out last night, and we expect to see more later today or tomorrow. If this release ends up going “wide,” we should see much larger waves go out next week.
Tesla has issued a recall for some vehicles due to issues linked to a revision of the Hardware 4 (HW4) computer that was introduced this past November. This recall affects all vehicles with the revised hardware except for the Cybertruck, as it uses a slightly modified version of the HW4 system.
Many vehicle owners have reported a complete failure of their Autopilot computer, which not only leaves the vehicle without FSD and Autopilot but also disables many of the active safety features that make a Tesla what it is.
Let’s take a look at this recall - because the recall is partially physical and partially a software recall.
HW4 Failure
Tesla has identified the failure and flagged it to the U.S. NHTSA (but not Transport Canada or Euro NCAP at the time of publishing) as a recall.
Tesla mentions that the vehicle’s FSD computer circuit board may short circuit, resulting in the loss of the rearview camera image. The recall itself is focused on the rearview camera - as not having a functional rearview camera breaks a Federal Motor Vehicle Safety Standard. However, it does impact more than just the rearview camera.
As previously mentioned, users have experienced the full loss of Autopilot and FSD on these vehicles, as well as reduced traction control and removal of safety features such as automatic emergency braking, collision avoidance assist, and forward collision warnings.
While the vehicle remains driveable, it is not necessarily a good idea to drive the vehicle with many of these features, especially with the reduced traction control noted by many people. We’ve already noted that while Tesla has been sending tow trucks to pick up some vehicles, it is also prompting owners to drive the vehicle to their service center in some cases.
Remedy
Unlike most of Tesla’s recalls, this one isn’t entirely an OTA recall, owing to the fact that people have already experienced circuit board shorts and are already waiting for replacements.
The software portion of the recall has already been mostly completed for any vehicles with Tesla software update 2024.45.25.3 or greater. However, a significant portion of the tracked fleet remains on update 2024.44.25.2 (approximately 20%), so we recommend updating your HW4 vehicle whenever you receive the notification.
On the hardware side, Tesla is immediately identifying and replacing hardware that has had circuit board failure. Tesla is also reaching out to customers who have expressed intermittent issues with Autopilot features, active safety features, or vehicle cameras that don't display correctly. If you have experienced any of these issues in a late 2024 vehicle, we recommend submitting a service ticket with Tesla to ensure that your vehicle isn’t affected by this recall.
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