This year Tesla debuted in the Harris Poll Reputation Quotient, and it came out strong, receiving an “excellent” reputation rating as it sits on the top nine among a hundred other companies and the highest of any automaker to be included on the list.
Despite the unorthodox sales approach and its unique business model, values played a huge role in helping Tesla land on the top nine. Elon Musk always believed in making the world a better place through accelerating the advent of sustainable transport, transitioning the world to sustainable energy, and ending humanity’s dependence on fossil fuels hopefully putting an end to major environmental issues.
The brand was able to establish and define itself successfully. Combined with a topnotch customer experience and quality services, Tesla captured the hearts of the consumers.
Tesla’s Production Setbacks:
Electric vehicles rely on energy-storage devices; for Tesla, battery pack shortage is not a new issue. In the first quarter of 2017, Tesla was able to ship more than 25,000 vehicles but the production dropped to about 22,000 units for the second quarter. Barely making the cut, the company was able to meet its prediction of 47,000 to 50,000 units nevertheless, but the vehicle production could have been higher if it weren’t for the battery shortfall.
According to a statement released by Tesla, “The major factor affecting Tesla’s Q2 deliveries was a severe production shortfall of 100 kWh packs, which are made using new technologies on new production lines.”
On May 7, 2016 Tesla was hit by a tragic incident. A man was killed in Florida after his Model S cruising on “Autopilot” mode failed to detect a turning tractor trailer, and did not automatically activate the brakes which resulted the crash.
After numerous investigations and studies regarding the incident, Tesla was cleared. According to The National Highway Traffic Safety Administration (NHTSA), Tesla’s Autopilot system notifies the drivers, demanding their supervision, that their hands should remain on the wheel and their eyes on the road. It implies that the system is not fully advanced yet. Therefore accidents can be avoided when drivers don't fully rely on autopilot mode.
How Tesla Made a Comeback:
Just a few months after the crash, Elon Musk tweeted about a “Top Secret Master Plan, Part 2” which kept everyone on their toes. This past July, Tesla announced the Tesla 3, the most affordable electric vehicle the company has ever made. Starting at $35,000 (almost half the price of Tesla Model S, and almost $60,000 cheaper than the price of Tesla Model X), the vehicle can run for 215 miles from a single charge with a 130 mph top speed. In the five days after the product was unveiled, the company received 275,000 pre-orders and are on track to receive 400,000 this year.
Another dauntless effort by Tesla to prove its dedication to their technology is the $5 billion Gigafactory in Nevada. With the company working hand in hand with Panasonic to address its production concerns, the 4.9 million square feet of operational space is expected to build 500,000 vehicles annually by 2018 once fully completed. According to Musk, when the company completes the lithium-ion template for the batteries, they will be able to make their targets with ease.
Tesla has proved itself to create one of the most amazing breakthroughs in modern automotive technology and was able to establish a name in the industry itself. Humans, on the other hand should learn to adapt to the ever changing innovations of the vehicles and understand the advantages and dangers they entail. Features such as the “Autopilot” mode still requires human assistance. Though the technology may not be in full-bloom yet, Tesla is treading lightly but aggressively as it reshapes the entire automotive landscape one innovation at a time.