Never mind insane mode, here's what really sells Tesla cars.
Brian CooleyEditor at Large
Brian Cooley is CNET's Editor at large and has been with the brand since 1995. He currently focuses on electrification of vehicles but also follows the big trends in smart home, digital healthcare, 5G, the future of food, and augmented & virtual realities. Cooley is a sought after presenter by brands and their agencies when they want to understand how consumers react to new technologies. He has been a regular featured speaker at CES, Cannes Lions, Advertising Week and the Publicis HealthFront. He was born and raised in Silicon Valley when Apple's campus was mostly apricots.
ExpertiseAutomotive technology, smart home, digital health.Credentials
or hate it, the company drives expectations in the electric car industry.The company's frequent pricing fluctuations can make it difficult to know when to dive in, but once they do, AllianceBernstein's Toni Sacconaghi recently released a peek into why Tesla owners (considered cult members by some) love the brand. Almost 300 owners were polled in summer of 2017 and again at the end of 2018 to see what's working. Here are five things that really stood out, ranked by the percentage of owners who cited them in the latest survey.
Watch this: Five real reasons people are buying Teslas
5. The Supercharger network: 63 percent Nearly two-thirds of Tesla owners say that the Supercharger network keeps them loyal and away from a European luxury car with a plug. That number is up from 56 percent a year and a half ago, even in the face of more European brands announcing EVs. Now you know why one of
biggest efforts around the coming Taycan is its proprietary fast-charge network.
4. Range is as advertised: 63 percent EV owners, like gas car owners, love to nitpick real world results against EPA estimates, whether it's range or MPG. But "nitpick" is probably the right word because 73 percent of Tesla owners tell AllianceBernstein they don't suffer from range anxiety.
3. Excellent mobile service: 70 percent This stat is up massively from 42 percent in July 2017, and that's a good thing because only 42 percent of Tesla owners say they get excellent service at a Tesla location. That's down from an already miserable 57 percent a year and a half ago.
2. Autopilot confidence: 72 percent As Autopilot matures, owner confidence in it on the highway seems to be going the wrong direction. This number was 80 percent a year and a half ago. Why the decline? Headlines. Every time a Tesla -- or any car with substantial autonomy -- is involved in a crash, it's crucified as if it's the first car ever involved in an accident. But none of that excuses any carmaker that foists immature tech onto public streets.