Just thinking about a slogan for the Tesla brand, kind of like how Chevy has "Chevy Runs Deep" and Ford has "Built Ford tough", etc.
I came up with "All American, All Electric, All the Time...Tesla"
If this is too wordy I thought you could shorten it to just "All Electric, All the Time" if it's more catchy but I put the "All American" in there because of the trend to buy domestic. It could be left off all non-US marketing if needs be.
I thought about how Tesla needs to differentiate itself from other car companies before they eventually jump on the bandwagon and start making more fully electric cars as well.
I can see a lot of people saying "Yeah the Tesla is nice but they are new and a small company so I'll wait until BMW makes one"
To avoid this Tesla needs to establish itself firmly in the public's mind as the ONLY car company that specializes 100% in fully electric cars. This is the ONE thing that the other big auto companies will never have over Tesla until they convert to making ONLY electric cars, something that isn't going to happen anytime soon.
I thought of a commercial for Tesla that would go a little like this:
"Many car companies are trying to do the electric car only halfway. By mixing a small gasoline engine with an electric motor (pictures of the Volt and the Prius could be flashed on screen) you get a compromised and complex vehicle (pictures of a Volt drivetrain, complicated algorithms scrolling across the screen, etc). This complexity lowers the performance of both engine and motor, increases the cost of the vehicle and increases the chances of a malfunction, and ultimately forces you to continue to buy gasoline because the electric range is insufficient (picture of a Prius pulling into a gas station with EV range at 0). As a result you are left with a vehicle that's not a very good gas car and not a very good electric car either.
Some car companies have attempted to build a few thousand fully electric cars (picture of a Nissan Leaf and Renault Twizy) but they do so without focus and passion, as they continue to simulatiously produce millions of gasoline powered cars. As such their electric cars also lack a clear sense of focus and passion, often being more expensive while offering LESS performance when compared to similar gas powered cars in their class (show image of Ford Focus EV and regular Ford Focus side by side with price comparison in foreground).
Here at Tesla we don't compromise, we are the ONLY car company in the world that is focused 100% on providing you with the most advanced fully electric car possible. We are ALL ELECTRIC, ALL THE TIME.
Thanks to our revolutionary electric vehicle architecture, we are bringing you vehicles that perform BETTER and cost LESS to own when compared with similarly performing gas powered cars (show Tesla rocketing past a BMW M5 and quick price comparison).
Our cars are the safest in the world (flash 1st car EVER to receive five stars in EVERY category across the screen). Thanks to our flat floor battery pack and motor mounted between the rear wheels (show image of this layout) our vehicles offer the largest crumple zones in the industry (show simulation of car crushing without effecting the passengers), not to mention the best handling, lowest rollover risk, and most cargo space in their class.
Our electric all wheel drive system sends power at the speed of light to the wheels allowing for traction when you need it most (show Tesla manuvering out of a dangerous situation). We at Tesla believe that if you can avoid a crash better you hopefully won't even need our superior crash protection.
These are all advantages that come as a direct result of NOT having a regular gasoline engine, gas tank, gearbox, and exhaust system taking up precious design space.
The environmental benefits are also clear (show Tesla charging in a house with solar panels) and will only get better as our grid becomes cleaner (show graph of average grid mix % with coal use declining and renewable energy growing).
Right now 70% of our oil is used to make fuel for the transportation industry. Oil that once we burn is gone forever, polluting the air we breathe in our congested cities and contributing significantly to respitory illnesses and thus our nation's health care costs (show lines of gas cars and smog on a hot jam packed L.A. freeway at rush-hour and people breathing in that thick exhaust on sidewalks of inner cities).
In contrast the world only uses oil for 5% of our electricity needs. Electricity that is produced domestically, providing domestic jobs (show picture of SolarCity employee or wind farm technician) NOT sending billions of dollars overseas for oil that we don't need, creating oil disasters that we don't want (show images of Gulf Oil spill, Exxon Valdex, etc).
To set the record straight our vehicles at Tesla, including our batteries, are non-toxic and fully recyclable, so that its materials can be used again, and don't deprive future generations from their re-use.
For all these reasons we know that the combustion engine simply cannot compete any longer...which is why we at Tesla have never considered it as an option in ANY of our vehicles. It's days are numbered.
At our state of the art facility in California we are bringing cutting edge vehicle engineering and high tech manufacturing back to America, where it belongs.
We are Tesla. ALL American, ALL electric, All the time."
Fade to black with TESLA logo center screen.
Obviously this is way too long and wordy but it could be shrunk down to get the main points across. I don't think Tesla needs to start conventional marketing/advertising just yet but sometime towards the fall/end of 2013 it should start thinking about it with ads like this...hopefully also showing images of its Gen III car to wet the appetite of the masses looking for a more affordable Tesla.
Anybody else have any slogans or catch phrases you think Tesla could use in terms of marketing?
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