According to news on December 27, a new survey shows that the series of turmoil caused by Elon Musk, the CEO of the American electric car manufacturer Tesla, due to his acquisition of social media Twitter has not driven away Tesla buyers. Musk seems to have been involved in various turmoils since acquiring Twitter. There are serious concerns that his behavior will negatively impact Tesla's sales performance.
This summer, a survey of 5,000 Tesla owners showed that the number one reason many consumers gave up on the Tesla brand was that they “disagree with Musk’s approach.” This result is even more frustrating for Tesla fans and shareholders, because it not only means that Musk’s energy invested in Tesla has begun to decrease, but it also seems to only have a negative impact on Tesla’s reputation.
The latest independent survey of 1,000 Americans, released by Heatmap, shows Musk still has a positive influence on Tesla buyers and that influence is growing:
Heatmap's survey showed that in the weeks before Musk's latest controversy, 27% of Americans who wanted to buy an electric car in the future said Musk's behavior made them less likely to choose Tesla, compared with 36% in February. On the other hand, 35% of Americans who want to buy an electric car said Musk's actions made them more likely to buy a Tesla electric car. This is the opposite of how respondents felt about Musk in the last survey, when more respondents were disgusted by Musk's behavior rather than having a positive impact.
But it's important to note that this investigation was conducted before Musk's biggest recent misstep. He once endorsed an anti-Semitic tweet that resulted in an exodus of advertisers.
Had the survey been taken a week later, the results might have been very different.
A previous survey of 5,000 Tesla owners may be more representative of the impact of Musk’s behavior on the Tesla brand. As shown in the latest survey, "no impact" still accounts for the highest proportion.
So far, Tesla has had extremely high customer loyalty. The latest survey shows that Musk's loyalty to the Tesla brand has had a certain negative impact, but before Musk's recent controversy, it had little impact on the user group. (Chenchen)