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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?