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Tesla is gaining a lot of free publicity from this.

sokoloff 8y ago
To what end though? Is there anyone plausibly in the market for a Tesla car that doesn’t know about the company and cars at this point? I’d guess their unaided awareness within target market must be over 50% and aided over 95%.
- jjoonathan 8y ago
  How many people haven't heard of Coca Cola? How much do they spend on advertising regardless? Brand awareness requires upkeep.
  - LiquidSky 8y ago
    The old saw that any publicity is good publicity isn't true. Tesla being in the news because their leader is committing securities fraud and acting increasingly erratic isn't helping the brand anymore than Coca Cola being in the news for giving people food poisoning.
    - jjoonathan 8y ago
      I tend to agree. I limit my claims to "advertising can still make sense even if 100% of the target market is already aware of the product."
    - ordu 8y ago
      I wouldn't be so sure about it. We cannot speak in meaningful way whether Musk's kind of publicity is good or it is bad without considering his target audience first. Do we know some group of people who might cheer Musk's behaviour? I can think about just one possibility linked with age, but found it unlikely: if average age of owners of S, 3 and X models was between 43 and 53 years[1], it would be unlikely to drop significally. Didn't Musk promised for next models to be cheaper (and more affordable for younger generations) than previous? Though idea of Musk running campain targeting younger and rebellous generations seems implausible for me regardless of price. [1] https://www.teslarati.com/survey-model-x-owners-income-double-model-s/ https://www.teslarati.com/survey-model-x-owners-income-doubl...
  - gowld 8y ago
    When I'm in the market for a $50-$100K car with a depreciation lifespan of 7+ years which requires ongoing factory-provided service for its netire lifespan, I'm not excited to become aware of a car company whose founder/CEO behaving erratically in ways that make the government threaten to trigger a collapse of the company.
- ddtaylor 8y ago
  Do the majority of car buyers care about what the SEC thinks compared to how the car performs or how popular the vehicle is perceived to be overall?
mxcrossb 8y ago
Probably not, but... Electric cars are associated with environmentalists. This makes your brand hard to market to conservatives, despite the fact that they are big part of the luxury car market. I wonder if sticking it to the SEC could be used to rebrand Tesla...

To what end though? Is there anyone plausibly in the market for a Tesla car that doesn’t know about the company and cars at this point? I’d guess their unaided awareness within target market must be over 50% and aided over 95%.

jjoonathan 8y ago
How many people haven't heard of Coca Cola? How much do they spend on advertising regardless? Brand awareness requires upkeep.
- LiquidSky 8y ago
  The old saw that any publicity is good publicity isn't true. Tesla being in the news because their leader is committing securities fraud and acting increasingly erratic isn't helping the brand anymore than Coca Cola being in the news for giving people food poisoning.
  - jjoonathan 8y ago
    I tend to agree. I limit my claims to "advertising can still make sense even if 100% of the target market is already aware of the product."
  - ordu 8y ago
    I wouldn't be so sure about it. We cannot speak in meaningful way whether Musk's kind of publicity is good or it is bad without considering his target audience first. Do we know some group of people who might cheer Musk's behaviour? I can think about just one possibility linked with age, but found it unlikely: if average age of owners of S, 3 and X models was between 43 and 53 years[1], it would be unlikely to drop significally. Didn't Musk promised for next models to be cheaper (and more affordable for younger generations) than previous? Though idea of Musk running campain targeting younger and rebellous generations seems implausible for me regardless of price. [1] https://www.teslarati.com/survey-model-x-owners-income-double-model-s/ https://www.teslarati.com/survey-model-x-owners-income-doubl...
- gowld 8y ago
  When I'm in the market for a $50-$100K car with a depreciation lifespan of 7+ years which requires ongoing factory-provided service for its netire lifespan, I'm not excited to become aware of a car company whose founder/CEO behaving erratically in ways that make the government threaten to trigger a collapse of the company.
ddtaylor 8y ago
Do the majority of car buyers care about what the SEC thinks compared to how the car performs or how popular the vehicle is perceived to be overall?

mxcrossb 8y ago

Probably not, but... Electric cars are associated with environmentalists. This makes your brand hard to market to conservatives, despite the fact that they are big part of the luxury car market. I wonder if sticking it to the SEC could be used to rebrand Tesla...