According to a Slingshot Strategies study, Tesla`s autopilot feature is deterring consumers from purchasing its vehicles, rather than attracting them.
Tesla`s self-driving functionality, contrary to expectations, is not attracting but rather deterring potential electric vehicle buyers. This is according to a study by Slingshot Strategies, reported by CNBC.
Experts surveyed 8,000 Americans on their attitudes toward Tesla`s autonomous technologies. The results showed that only 14% of respondents considered the autopilot feature in Teslas a purchasing incentive. Conversely, a significant 35% of those surveyed stated that the Full Self-Driving (FSD) technology was the primary reason they would not purchase Elon Musk`s vehicles.
Evan Roth Smith, head of research at Slingshot Strategies, noted “a striking decline in the company`s brand reputation this year.” He emphasized that autonomous technologies, initially intended to attract customers, have instead caused significant damage to the automotive brand`s image. Furthermore, the study revealed that nearly half of the respondents advocated for a ban on Tesla`s autopilot system.
CNBC journalists also pointed out that the American tech giant has made little effort to increase its appeal to consumers. The company`s discouraging figures coincided with a series of controversial actions by its head, Elon Musk, which many Americans believe have negatively impacted the brand. These include Musk`s provocative political statements, his cooperation with the U.S. presidential administration, and his support for Germany`s “Alternative for Germany” party.
Earlier, in late July, American researchers had already reported that Elon Musk`s personal reputation was harming the entire electric vehicle industry. They established a direct link between his political statements and a discernible decline in consumer interest in electric cars.
