That's Why Tesla Stands Firm in the Storm

A long-lasting strike with infected disputes. An owner who has fallen into disrepute. Question marks for quality. It's storming around Tesla. But the electric car giant stands firmly. The company has a cemented place on the throne, says brand expert Ieva Englund.

» Published: January 20 2025

That's Why Tesla Stands Firm in the Storm
Photo: Pontus Lundahl/TT

2024 was the year Tesla Model Y was Sweden's best-selling car – the second year in a row that the brand takes the top spot. And that despite much of the reporting around Tesla being negatively charged.

The headlines are about everything from the prolonged conflict with IF Metall over collective agreements – Tesla does not want to sign such agreements – to problems with charging stations, quality question marks, and CEO Elon Musk's political statements.

The Right Target Group

Eva Ossiansson, brand researcher at the University of Gothenburg, believes that Tesla's target group is not particularly sensitive to media image.

The customer group, primarily affluent men aged 30-60, is not as sensitive to that type of problem. The target group does not focus primarily on collective agreements when choosing a car. If the target group had primarily been women, it might have looked different, many women probably have a somewhat different view of Musk, she says.

What is it then that makes Tesla stand firm, despite the negative winds?

According to brand expert and business advisor Ieva Englund, it's about long-term thinking and a successful marketing strategy.

Tesla rarely engages in classical advertising in the way many think. Until 2024, the company had a "zero-dollar advertising policy". We don't see stylish commercials on TV, there are no ads on streets and squares boasting about the cars' excellence.

In marketing, we talk about the four Ps: price, product, place, and promotion. As a car brand, Tesla has been very unique in how they've implemented the strategy. They do everything in a way that no other car manufacturer does, says Englund.

They work with price strategy and can lower prices by having control over the entire distribution chain, which is unusual in the car world. They were the first to sell directly to consumers, at strategically selected locations. Tesla more or less invented the modern electric car, the product. Electric cars produced now are often compared to Tesla, they get promotion through competitors.

Value Clash

In a noticed post on social media, celebrity baker and Tesla driver Sébastien Boudet wrote that he feels ashamed of the car he drives, since Elon Musk has gone from being a celebrated environmental champion to spreading conspiracy theories. A discussion about what signals Tesla sends has erupted.

In the car world, it's unusual for a brand to be so strongly linked to the owner, but in other industries, it's not. For example, Apple is strongly associated with Steve Jobs, says Ieva Englund.

She continues:

For people to boycott a brand, a value clash is required, i.e., the brand's values conflict with the customer's. Frankly, I don't think Tesla customers care much about the strike. The situation with Musk and Donald Trump is more difficult. Right now, it's the Musk brand that's taking damage, but if the connection between him, Trump, and Tesla becomes too strong, a value clash may occur for those who don't sympathize with that politics.

  1. Tesla Model Y (17,095 new registrations)

  2. Volvo XC60 (14,366)

  3. Volvo XC40 (7,883)

  4. Volvo EX30 (6,794)

  5. Volvo V60 (6,688)

Source: Car.info

Tags

TTT
By TTThis article has been altered and translated by Sweden Herald

More news

Ebba Busch Cautions Swedish Firms
1 MIN READ

Ebba Busch Cautions Swedish Firms on US Relocation Risks

Ica Bank Cuts Mortgage Rate
1 MIN READ

Ica Bank Cuts Mortgage Rate to 3.68 Percent

Sweden's New Trade Deal Boosts
1 MIN READ

Sweden's New Trade Deal Boosts Pay and Cuts Working Hours

Police Warn of Crime Surge
1 MIN READ

Police Warn of Crime Surge Risk Following Northvolt Bankruptcy

Cristina Stenbeck Returns as Kinnevik
1 MIN READ

Cristina Stenbeck Returns as Kinnevik Chairman After 7 Years

China's Tariffs Shake Stockholm Stock
2 MIN READ

China's Tariffs Shake Stockholm Stock Exchange, Expert Warns of Escalation

Stock Market Sees Largest Single-Day
1 MIN READ

Stock Market Sees Largest Single-Day Drop Since 2020 Pandemic

Transport Unions and Employers Seal
1 MIN READ

Transport Unions and Employers Seal New Wage Agreement

European Stocks Tumble as China
2 MIN READ

European Stocks Tumble as China Hits Back with New Tariffs

EU Tariffs on US Goods
3 MIN READ

EU Tariffs on US Goods Could Raise Prices for Swedish Shoppers

Asian Markets Slide Following US
1 MIN READ

Asian Markets Slide Following US Tariff Announcement

IMF Warns US Tariffs Threaten
1 MIN READ

IMF Warns US Tariffs Threaten Global Economic Growth

Trump Signals Openness to Tariff
1 MIN READ

Trump Signals Openness to Tariff Negotiations for Economic Boost

EU Prepares Trade Countermeasures as
3 MIN READ

EU Prepares Trade Countermeasures as US Tariffs Loom

WTO Warns Trump's Tariffs Could
1 MIN READ

WTO Warns Trump's Tariffs Could Cut Global Trade by 1 Percent

Canada Imposes 25-Percent Tariffs on
1 MIN READ

Canada Imposes 25-Percent Tariffs on US Cars in Trade Dispute

Macron Urges EU Firms to
1 MIN READ

Macron Urges EU Firms to Rethink US Investments Over Tariffs

Volvo's Shift to Electric Cars
2 MIN READ

Volvo's Shift to Electric Cars Faces Scrutiny as Diesel Demand Persists

Stellantis Halts Canada and Mexico
1 MIN READ

Stellantis Halts Canada and Mexico Production Over US Tariffs

Fitch Downgrades China's Credit Rating
1 MIN READ

Fitch Downgrades China's Credit Rating Citing Economic Concerns

Wind Farm Cable Approval Granted
2 MIN READ

Wind Farm Cable Approval Granted but Vattenfall Faces Cost Hurdle

US Stock Market Tumbles as
3 MIN READ

US Stock Market Tumbles as Tariffs Hit Tech Giants

US Tariffs Pose Global Economic
2 MIN READ

US Tariffs Pose Global Economic Challenge, Says Swedish Central Bank Chief

Ikano Bank Faces Police Report
1 MIN READ

Ikano Bank Faces Police Report in Denmark Over Misleading Marketing

EU Trade Chief Sefcovic to
1 MIN READ

EU Trade Chief Sefcovic to Discuss US Tariffs on Friday

Volvo Cars Boosts US Production
3 MIN READ

Volvo Cars Boosts US Production in Response to Trump's Tariffs

US Imposes Tariffs on Remote
1 MIN READ

US Imposes Tariffs on Remote Penguin Islands in Australian Territory

Saab Secures Major Order for
1 MIN READ

Saab Secures Major Order for Combat Vehicle Systems from BAE Systems

Trump Tariffs Threaten to Hike
1 MIN READ

Trump Tariffs Threaten to Hike Coffee Prices in the US

Trump's New Tariffs Spark Global
2 MIN READ

Trump's New Tariffs Spark Global Criticism and Economic Concerns

Kent Concerts Spark Hotel Market
1 MIN READ

Kent Concerts Spark Hotel Market Boost in Stockholm

US Boosts Norwegian Salmon Imports
1 MIN READ

US Boosts Norwegian Salmon Imports Before Tariff Decision

Sweden's IT Sector Sees Reduced
1 MIN READ

Sweden's IT Sector Sees Reduced Work Hours and Pay Raise

Service Sector Slows as Index
1 MIN READ

Service Sector Slows as Index Drops Below 50 in Sweden

Kristersson Urges Action Over US
2 MIN READ

Kristersson Urges Action Over US Tariffs, Calls for EU-US Trade Talks

Economist Urges Swedish Savers to
2 MIN READ

Economist Urges Swedish Savers to Hold Steady Despite Tariff Impact

Stockholm Stocks Plunge 3.4 Percent
2 MIN READ

Stockholm Stocks Plunge 3.4 Percent After Trump's Tariff News

Stock Market Faces Uncertainty After
2 MIN READ

Stock Market Faces Uncertainty After Trump's Tariff Announcement

Food Prices Stabilize as Supermarkets
3 MIN READ

Food Prices Stabilize as Supermarkets Compete for Shoppers

EU Prepares Countermeasures as US
2 MIN READ

EU Prepares Countermeasures as US Tariffs Threaten Global Economy