Tesla: the Netherlands & the United States Speedsters

Key Stories: The United States

2008: Tesla releases its first electric car, the Tesla Roadster in the United States

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0ahUKEwj0v7vrxtvQAhXqsVQKHXaGAQAQjRwIBw&url=https%3A%2F%2Fen.wikipedia.org%2Fwiki%2FTesla_Roadster&bvm=bv.139782543,d.cGw&psig=AFQjCNFeVR6InJvLciQr4jiRR_6p9r79cQ&ust=1480975761009525&cad=rjt

2012: Tesla announces the release of the luxury Model S

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0ahUKEwiY4vGqx9vQAhUqi1QKHeWjCcYQjRwIBw&url=https%3A%2F%2Fwww.extremetech.com%2Fextreme%2F172538-tesla-model-s-review-great-sports-sedan-fabulous-ev-excellent-commuter%2F2&bvm=bv.139782543,d.cGw&psig=AFQjCNFNMC2-a65Wm2FlrJKixBLz2GgaUw&ust=1480975898272899

2016: Tesla releases new semi-autonomous features in their Model S and Model X

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0ahUKEwjokZvHx9vQAhXCsVQKHcbJBOgQjRwIBw&url=http%3A%2F%2Fblog.caranddriver.com%2Fdont-call-it-autopilot-german-authorities-tell-tesla%2F&bvm=bv.139782543,d.cGw&psig=AFQjCNERQUlFqj09G9TtEnrvqKApQ5ZP-Q&ust=1480975963672785

Key Stories: The Netherlands

2013: Tesla opens up its first factory in the Netherlands in Tilburg

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiwp9SPgNzQAhVG3WMKHYorCgQQjRwIBw&url=http%3A%2F%2Finsideevs.com%2Fteslas-new-tilburg-factory-now-open%2F&bvm=bv.139782543,d.cGw&psig=AFQjCNHzVAKHeyVD4GgA7yTnc8wC2NQupA&ust=1480991154329186

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjF8uOdhNzQAhUC6GMKHaP6C2IQjRwIBw&url=http%3A%2F%2Finsideevs.com%2Fteslas-new-tilburg-factory-now-open%2F&psig=AFQjCNFadFFd_mFxKEIu8f21JdUNldPNRw&ust=1480992257071596

2016: The Netherlands is decided as the location for a $5 billion battery factory

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwigz-6xgNzQAhVEImMKHVDpCxoQjRwIBw&url=http%3A%2F%2Fwww.treehugger.com%2Frenewable-energy%2Fteslas-gigafactory-will-produce-much-renewable-energy-it-uses-net-zero-energy.html&bvm=bv.139782543,d.cGw&psig=AFQjCNHJL3w33DT0QU4WpXDA4ZJldgtX6A&ust=1480991213261361

Problems: The United States

May 7th, 2016: Joshua Brown, owner of a Tesla Model S sedan, is in a fatal crash as a result of the failure of the Autopilot system

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjetZ_xgNzQAhVE5GMKHax1AXQQjRwIBw&url=https%3A%2F%2Fwww.2025ad.com%2Fin-the-news%2Fblog%2Ftesla-fatal-crash-analysis%2F&bvm=bv.139782543,d.cGw&psig=AFQjCNHQySGMZ5ecMqphupRj4aZxyfS3SQ&ust=1480991349915826

http://www.latimes.com/business/la-fi-hy-tesla-selfdriving-safety-20160701-snap-story.html

Problems: The Netherlands

September 7th, 2016: A Dutchman dies after his Tesla collided with a tree; the cause of the accident is unknown

http://www.reuters.com/article/us-tesla-netherlands-idUSKCN11D28Z

Response to the Brand

The United States

  • 59% Positive / 34% Negativity
  • Average Passion Score: 51 / 100
  • Positive Intensity: 45
  • Negative Intensity: 36

The Netherlands

  • 61% Positive / 30% Negativity
  • Average Passion Score 11 / 100
  • Positive Intensity: 18
  • Negative Intensity: 9.4

Consumer Perceptions

The United States

Emotions

  • Anticipation: 28%
  • Joy: 3.9%
  • Disgust: 2.2%
  • Anger: 1.8%
  • Sadness: 2.2%
  • Surprise: 4%
  • Fear: 4.2%
  • Trust: 11%

Post Frequency

  • High during the summer months and low during the fall and winter months consistently
  • Noticed large changes in frequency and themes of posts surrounding launches of new models or technology (Model S and Model X in 2012) and the accident in Florida (2016)

The Netherlands

Emotions

  • Anticipation: 7%
  • Joy: 1.3%
  • Disgust: 0.3%
  • Anger: 0.4%
  • Sadness: 0.5%
  • Surprise: 1.3%
  • Fear: 1.6%
  • Trust: 2.7%

Post Frequency

  • High during the summer months and low during the fall and winter months consistently
  • Noticed large changes in frequency and themes of posts surrounding the opening of new factories (2013 & 2016) and the accident (2016)

Take Aways & Suggestions for Tesla

  • Definitely a male focused brand
  • Those involved most with the brand are well-off and educated
  • These individuals most likely would or could not buy a Tesla yet are actively engaging in the conversation
  • Using males in commercials, using appealing verbiage to that group, etc.

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