Tesla, known for keeping certain details about its vehicles under wraps, is now placing a spotlight on the American-made nature of its cars. While the company’s Model 3 and Model Y showcased exceptional performance in flooded streets in China, such noteworthy features were seldom emphasized in Tesla’s promotional materials.
In a notable shift, Tesla is now actively promoting the domestic appeal of its vehicles, particularly in the United States. A recent image shared by a user on the r/Cybertruck subreddit reveals Tesla’s efforts to highlight its cars’ American production. The image features a simple sandwich board displaying the S3XY lineup, emphasizing their top positions in the Cars.com ‘American Made Index,’ which ranks vehicles based on build location, parts, and workforce.
“The Most American-Made Cars Are S3XY — Model S, Model 3, Model X, and Model Y secured the top spots out of 100 vehicles in the Cars.com ‘American Made Index’ based on build location, parts, and workforce,” Tesla proudly states in the promotional material.
Notably, automotive icon Jay Leno, in discussions about the Cybertruck with Tesla Design Chief Franz von Holzhausen and VP for Vehicle Engineering Lars Moravy, highlighted that a significant number of people do not perceive Tesla as an American company. Leno has expressed disappointment in this perception, advocating for the celebration of Tesla’s success rather than criticism.
Recognizing the potential impact of such misconceptions, Tesla seems to be adopting more conventional advertising strategies, including simple sandwich boards and social media promotions. The goal is to educate potential car buyers about Tesla’s vehicles being among the most American-made, potentially appealing to a broader audience, including conservative car buyers with patriotic sentiments. Supporting the country and its innovators by choosing a locally-produced car is a compelling narrative that Tesla is now actively incorporating into its marketing.
While Tesla has been cautious about embracing traditional advertising, recent efforts suggest a growing comfort level with promoting the most desirable characteristics of its electric vehicles to the public. The move marks a notable departure from Tesla’s historical approach, signaling a potential shift towards more inclusive and conventional marketing strategies.
