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


2012: Tesla announces the release of the luxury Model S


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


Key Stories: The Netherlands

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



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


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



Problems: The Netherlands

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


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


  • 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


  • 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.

Made with Adobe Slate

Make your words and images move.

Get Slate

Report Abuse

If you feel that this video content violates the Adobe Terms of Use, you may report this content by filling out this quick form.

To report a Copyright Violation, please follow Section 17 in the Terms of Use.