Tesla customers have been historically willing to forgive glitches in $150,000-plus luxury cars, but that same attitude is unlikely to apply to the much more affordable Model 3.
That's the view held by influential US group J.D. Power, which expects owners of the circa-$60,000 Model 3 to be "less forgiving" of potential flaws.
Kathleen Rizk is the director of global automotive consulting at J.D. Power, which released a special report surrounding the brand this week.
She says Tesla's existing customer base "see themselves as pioneers who enjoy being early adopters of new technology", but that may change when Tesla ramps up production to take on mainstream brands.
"Spending $100,000 [US dollars] or more on a vehicle that has so many problems usually would have a dramatically negative effect on sales and brand perception. Right now, though, Tesla seems immune from such disenchanted customers," she says.
"When consumers buy a mass-market car priced around $35,000 [USD] that will be their primary mode of transportation, the degree of expectation will increase immensely.
"We've seen that with other well-liked brands, whether or not it involves an electric vehicle."
More than 250,000 people have pre-ordered Tesla's upcoming Model 3, putting down fully refundable cash deposits to reserve a vehicle. Australian customers lined up before dawn to secure their place in the queue, with local deliveries of the rival BMW 3-Series are likely to start in 2018.
For all the latest info, visit our Tesla showroom.
6 Comments
yarpos | 2017-03-26 04:06:58
Odd logic isn't it that people expect more from a cheaper car. I understand what you mean , but I think its more pervasive than that and the Model 3 will also be cut lots of slack. The whole liberal/green/progressive mind set cannot see or acknowledge any problem where it contradicts their view of the world. There are people in SA that think a high % of renewable power works and that Jay Weatherill is a victimised genius There are people that call out people as racists simply for noting the reality of 9/11, London, Madrid, Paris and the whole Middle East In the US the media tries to make out the police routinely kill black in large numbers, when statistically they are under represented in police shootings. The media then ignores places like Chicago where last year 750 people were killed and 2500 wounded in black on black gun violence (Chicago is smaller than Melbourne). The Model 3 will be given all kinds of slack , after all it is saving the planet. Those will be small sacrifices in such a noble cause. There
jabrack yarpos | 2017-03-26 22:27:01
@yarpos. You have missed the point of the article completely and also lack understanding of why people buy electrics cars. Firstly the article is all about early adopters vs middle majority, and there level of tolerance for faults. Its NOTHING to do with left wrong, right wing, green, save the planet etc. Put simply the middle majority are more risk adverse and expect everything to work as described. On the other hand early adopters are prepared to put up with more glitches for the sake of experiencing innovation. As for why people buy electric cars it is not always to do with saving the planet or other green motivations. For me electric cars just provide a better driving experience. I have owned three hybrids, with two being performance orientated. The next car will be all electric.
Really? | 2017-03-26 20:02:26
Yarpos There are people everywhere who both think and know a high % of renewables does work. Reports show clearly that AEMO and the FF 'backups'are the cause. Anyhow, all new things have teething problems. Electric cars the same, though ultimately are simpler with less moving parts and greater reliability when all is settled.
DES Da Moaner | 2017-03-26 21:03:37
@yarpos: Is that you Casper Jonquil?
Steve 0 | 2017-03-26 23:36:39
Yarpos, You obviously have never been to Chicago. It's twice the size of Melbourne! Chicago's metropolitan area has a population of about 9.5 million. What else are you misinformed about?
DJM61 | 2017-03-27 09:47:00
There is huge difference between the expectations of tech savy early adopters of new technology (who may even enjoy being part of the product's development) and buyers for BMW 3 series luxury car. Although the experience of some on this site might suggest buying German doesn't guarantee a stress free ownership.