Survey reveals the main reason people buy a Tesla (and it’s not Elon Musk)

Respondents revealed they prize the brand's performance and styling over the headline-making antics of CEO Elon Musk.

In fact, Musk was identified as the most negative aspect of the brand, ranking ahead of other potential detractors including purchase price, build quality and Supercharger availability.

The survey – conducted by behavior and analytics company Escalent between 21 December 2020 and 19 February 2021 – involved 1003 participants, with a mix of 100 existing Tesla owners, 100 electric car owners and 803 non-electric car owners.

The five positive factors electric vehicle (EV) shoppers identified as driving their interest in Tesla vehicles were the battery range of its vehicles, their performance and acceleration, their styling, their build quality and the fact the cars are 'new and different'.

Interestingly, while 'build quality' was cited as a drawcard for Tesla cars in this survey, the manufacturer received attention in recent months after Musk admitted the quality of the cars varied depending on when they were made in the production process, even going so far as to advise prospective buyers to "either buy it right at the beginning or when production reaches a steady state".

"Musk is considered the most negative aspect of the Tesla brand among both Tesla owners and other EV owners, ranking above EV driving range, purchase price, build quality and Supercharger availability," Escalent's vice-president Mike Dovorany said.

"Even among non-EV owners, Musk ranks just behind range and purchase price."

However, Musk's popularity varied between Tesla owners and non-Tesla owners, with only 26 per cent of Tesla owners deeming Musk as detractor from the brand, compared with a majority of non-owners.

According to more detailed data from the survey published by Car and Driver, non-Tesla-owning EV owners also expressed concern over the safety of its self-driving technology, Autopilot.

Meanwhile, most respondents listed Tesla's relatively brief lifespan as a company, as well as its full commitment to electric cars (rather than having a line-up with a mix of powertrains like other manufacturers), as positives rather than negatives.

Additionally, 91 per cent of Tesla owners highlighted the brand's "one-stop" approach to purchase and ownership needs as a major drawcard.

"While traditional automakers have been looking for the solution to the EV puzzle, it’s been right under their noses all along," Mr Dovorany said of the survey results.

"They don’t need to find ways to replicate Tesla’s 'secret sauce' or the 'Elon Effect'—they just need to demonstrate a genuine commitment to making great electric vehicles with the features shoppers want. Ultimately, it’s something many of them have already done for the better part of a century for their gas-powered products."

In 2020, Tesla produced 509,737 vehicles and delivered 499,550 cars to customers around the world, narrowly missing its 2020 target of 500,000 deliveries.