Tesla: Love Or Hate It? Survey Shows Huge Brand Image Gap Between Owners And Non-Owners
Tesla: Love Or Hate It? Survey Shows Huge Brand Image Gap Between Owners And Non-Owners
EV powerhouse Tesla Inc. (NASDAQ:TSLA) maintains a robust brand image, defying a spate of recalls and negative press, according to a recent survey. However, a stark contrast emerges between perceptions of owners and non-owners, underscoring the polarization surrounding a company helmed by a bold and unapologetic CEO.
最近的一項調查顯示，電動汽車巨頭特斯拉公司（納斯達克股票代碼：TSLA）無視一系列召回和負面報道，保持了良好的品牌形象。但是，對所有者和非所有者的看法形成了鮮明的對比，這凸顯了圍繞一家由一位大膽而毫不歉意的首席執行官領導的公司的兩極分化。
What Happened: Tesla has been grappling with numerous recalls recently due to issues ranging from steering problems to malfunctioning rearview cameras and defective parts.
發生了什麼：特斯拉最近一直在努力應對多次召回，原因包括轉向問題、後視攝像頭故障和零件缺陷。
Despite these challenges, Tesla's brand image has shown resilience, according to a YouGov BrandIndex report that shows that the EV giant's Buzz scores (what consumers have been hearing about a brand) averaged a negative score of -7.1 in 2023, indicating a general negative sentiment.
YouGov BrandIndex的一份報告顯示，儘管面臨這些挑戰，但特斯拉的品牌形象仍顯示出韌性，該報告顯示，這家電動汽車巨頭的Buzz分數（消費者對某個品牌的了解）在2023年平均爲-7.1的負分，這表明普遍存在負面情緒。
However, among Tesla's current customer base, the Buzz scores were considerably more positive, averaging a net score of 61.8.
但是，在特斯拉目前的客戶群中，Buzz的得分要積極得多，平均淨分爲61.8。
Consideration scores, which measure the likelihood of a consumer considering a brand for a future purchase, remained relatively stable throughout 2023. Among current Tesla owners, 70% indicated they would consider buying a Tesla again.
考慮分數在整個 2023 年保持相對穩定，用於衡量消費者考慮將來購買某個品牌的可能性。在目前的特斯拉車主中，有70％的人表示他們會考慮再次購買特斯拉。
Furthermore, 7.7% of the US population stated they would consider Tesla for their next car purchase, showing that the brand's recalls have not significantly impacted consumer consideration.
此外，7.7％的美國人口表示他們將在下一次購買汽車時考慮特斯拉，這表明該品牌的召回並未對消費者的考慮產生重大影響。
Why It Matters: The recent recalls, including the massive recall of 2 million vehicles in December 2023 due to Autopilot system issues and the recall of 3,878 Cybertrucks in April 2024 over unintended acceleration risk, have put Tesla's reliability under scrutiny.
爲何重要：最近的召回，包括因自動駕駛系統問題於2023年12月大規模召回200萬輛汽車，以及2024年4月因意外加速風險召回3,878輛Cybertruck，使特斯拉的可靠性受到審查。
However, Tesla's resilience can probably be attributed to its low maintenance and repair costs, coupled with CEO Elon Musk's commitment to the brand despite initial doubts about its success, even though many analysts and investors have strongly criticized his leadership style.
但是，特斯拉的韌性可能歸因於其較低的維護和維修成本，再加上首席執行官埃隆·馬斯克對該品牌的承諾，儘管許多分析師和投資者都強烈批評了他的領導風格，儘管最初對其成功存有疑問。
Photo via Shutterstock
照片來自 Shutterstock
譯文內容由第三人軟體翻譯。