Tesla recently hosted a competition called “Project Loveday” where YouTube users could submit their own fan-made ads for the brand. The winner of the contest highlights several of the useful features of the Tesla model. And it could potentially impact the way people view Tesla and electric cars in general. So how many automobile owners appreciate this type of ad? We asked 1,000 respondents about their thoughts on Tesla and various car brands and then tested the ad to see if it made any impact on brand perceptions and buying habits.
In Ask Your Target Market’s latest online survey, 82% of respondents said that they currently own or lease a vehicle. But of those respondents, just 1% own a Tesla. Looking forward, 74% of respondents said they are likely to buy or lease another vehicle at some point in the future. But there’s not a huge push, at least in terms of advertising, for electric vehicles. Just 32% of automotive consumers said they’ve seen commercials or video ads for electric vehicles within the past week.
Tesla Fan-Made Ad
Overall, 8% of respondents said they would be certain or practically certain about choosing Tesla for their next vehicle purchase. And 13% said it would be very probable. Of those who viewed the fan-made Tesla ad, 9% said they would be practically certain about choosing Tesla for their next vehicle purchase. And 18% said it would be very probable.
In addition, 34% of overall respondents said they would be at least somewhat likely to consider an electric vehicle for their next car purchase. Of those who viewed the ad, 39% said they would be likely to consider an electric vehicle for their next car purchase.
The most popular words that consumers used to describe the Tesla brand were innovative and expensive. Other attributes include cool, unique, modern, luxurious and efficient. Those who viewed the fan-made ad were a bit more likely to describe the brand as innovative and cool than others.
The Tesla fan-made ad did seem to make a bit of a positive impact on consumer opinion. It didn’t necessarily make people more certain about choosing Tesla vehicles. But it did lead to more people at least considering Tesla and electric vehicles in general, which is a decent impact considering that Tesla is a relatively new brand in the automotive industry. In addition, there’s not a whole lot of video advertising out there for electric vehicles, at least not that customers see regularly. So this could be an effective format for Tesla to reach consumers in a way that they’ll be likely to notice.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on August 2 via AYTM’s online survey panel.