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  • How did Tesla gain such a huge cult following?
  • How did Tesla gain such a huge cult following?
    Steve Jurvetson, Creative Commons (2012) ©
CASE STUDY

Tesla Autopilot: an automatic car cult

Tesla didn’t set out just to challenge the automotive sector – it wants to change it. It ranks in the top five brands among motor enthusiasts, and celebrity fans of Tesla include Jay-Z, Ben Affleck and Jay Leno. But how has an electric car company become a cool cult brand?

Location North America / Northern Europe

Scope
Tesla isn't just an electric car manufacturer – it’s a fully blown cult. In an age where almost anything can go viral, it’s the real developments that leave a lasting impression on their respective industries, and Tesla is set to do just that for cars and technology. Founded in 2003, Tesla has always been concerned with the development of technology for electric cars, and by 2014 has found its feet in the sector and become the market leader. [1]

But Tesla didn’t set out just to challenge the automotive sector – it wants to change ...

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