Tesla Beats BMW As Top Luxury Brand; Scores Second in Brand Recognition

Tesla scores second for brand sustainability perceptions

Kelley Blue Book

Tesla ranks second as the brand with the highest sustainability perception. Brand Finance, an independent branding and consultation agency, released the Sustainability Perceptions Index, which uses several factors to determine the "value of sustainability perceptions to the world's leading brands."

It's hard to imagine a more sustainable brand than Tesla. The mission statement includes the verbiage: accelerate the world's transition to sustainable energy. This company made electric vehicles a viable form of transportation and has produced more energy than it used. But it may be Tesla's communication or lack thereof, that cost it first place.

Tesla May be too Humble

The report states, "Despite having sustainability as central to its brand, Tesla's communication of its sustainability initiatives is relatively limited considering the impact that it has. This is potentially due to a worry that the brand is too defined by sustainability. However, Brand Finance's research suggests that this worry is unwarranted, and in fact, having a strong sustainability perception will only increase consumer choice, particularly in the luxury auto sector."

To confuse readers further, Brand Finance gave the top ranking to Amazon. The report ironically states: "This may come as a surprise to some." Brand Finance explains that despite the "regular criticism about issues as diverse as labor conditions, emissions associated with its supply chains, and the polluting effects of packaging," there is a perception of sustainability. The report reads, "Regardless of Amazon's track record, it is clear that consumers worldwide have confidence that Amazon is minimizing its negative impacts, or at least is committed enough for them to continue to use its services."

Luxury Car Brands Must be Environmentally Friendly

Tesla recently ousted BMW as the top-selling luxury brand. Brand Finance's report found that consumers are putting a lot of importance on sustainability in luxury automobiles. Volvo discovered the same trend when it announced that it would phase out the production of ICE vehicles. Volvo worked with The Future Laboratory to author a report called The Rise of the Conscious Design.

The report underscored the importance of Volvo, and effectively the entire auto industry, to be more sustainable. The report pointed out, "Once focused specifically on environmental factors, consumers are rapidly developing a more holistic understanding of sustainability and ethics… The rise of conscious design stems from a pressing need to ensure that future products across categories are ethical, sustainable and regenerative."

Tesla Should Advertise

Tesla has not spent a dime on traditional advertising; instead, it relies on word-of-mouth and puts so much faith in its product that it made owners practically spokespeople. Although Tesla appears to have done some product placement in the past, such as the Model Y that was offered on the Price is Right. However, more advertising may be necessary now that the rest of the automotive world has realized electric vehicles are here to stay and consumers are demanding the product.

The average consumer must learn about Tesla's incredible safety record and cutting-edge technology. You can bet every other brand will be buying ads to promote "new features" that Tesla has already done or is significantly more advanced than the competition. There is no reason why Tesla shouldn't be the top brand globally for sustainability other than an uninformed perception, and that must change.

Tesla Teases New 7-Seat Model Y

The third row in the first-generation Model Y

Not a Tesla App

In a move that’s sure to excite those with larger families, Tesla has started teasing the return of the seven-seat configuration for the Model Y. In a new marketing email sent out to customers recently, Tesla explicitly highlights the vehicle’s spaciousness.

“Ready for anything with long range, seating for up to seven, and enough room for everyone’s gear.”

The seven-seat Model Y was initially offered in late 2021, but it hasn’t been available since Spring 2023. The return of the new variant will be an addition that many have been waiting for, as the next vehicle with that much passenger space in the line-up is the Model X, starting at almost double the price.

First-Gen Model Y Third Row

The original seven-seat Model Y was extremely popular in the Asia-Pacific and European markets, and it still sold fairly well in North America despite differences in preferred vehicle sizing and spaciousness. It offers additional seats for larger families with young children, but space in the third row is minimal.

The seven-seat variant makes the Model Y more competitive against other three-row SUVs on the market. The video below features the seven-seater, first-generation Model Y.

Power Reclining Third Row?

The refreshed Model Y was launched with power-reclining second-row seats, a huge plus for practicality and ease of use. The power-reclining second-row seats are extremely popular with families and are very helpful, as you can control them from the front screen rather than needing to open the rear doors.

Tesla is likely to integrate power-reclining seats into the third row and potentially keep them for the second row as well. With the second row sliding forward and backward for easy entry, as well as allowing the second and third rows to fold flat for additional cargo room when needed.

Launch Date and Price

Tesla’s tease of the seven-seat variant is likely just the start. With recent sightings of the Model Y Performance variant hitting the Nürburgring, it seems Tesla has a lot in store for this summer. If you’ve been waiting for the seven-seat variant, it seems like it’ll be just a few short months away at this rate.

While we haven’t seen any production samples or other details regarding dates yet, Tesla previously priced the seven-seat option at an additional $2,000 USD ($3,000 CAD). The seven-seat option will likely only be available on the Long Range AWD and Long Range RWD variants, not the Performance model, similar to the first-generation Model Y.

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Tesla’s First Autonomous Vehicle Delivery to Happen on June 28th

Not a Tesla App

In Elon’s flurry of posts on X about FSD yesterday, he also revealed the date that another moment of peak science fiction would be occurring — June 28th. Tesla expects to conduct the first-ever self-delivery, where a brand-new Model Y will depart from the production line and arrive directly at its new owner’s home without any human intervention.

Imagine ordering a vehicle, and a few days later, rather than needing to pick it up, it simply arrives in your driveway and notifies you via an app that it has arrived. That’s no longer the talk of science fiction; it is quite literally something that is likely to happen this month.

Expect a Model Y Delivery in Austin

Considering everything Tesla has done so far, we’re fairly certain that the first self-delivered vehicle will be a Model Y in Austin, in the same geo-fenced area where Tesla’s Robotaxi will operate. FSD is highly optimized for the Model Y, and it’ll take some time for those optimizations to trickle down to the rest of the fleet. It’s not clear if FSD performs better on the Model Y because it’s the most popular vehicle and, therefore, Tesla has the most data for it or if Tesla explicitly chose to focus more on their most popular vehicle.

Tentatively, June 22.

We are being super paranoid about safety, so the date could shift.

First Tesla that drives itself from factory end of line all the way to a customer house is June 28.

— Elon Musk (@elonmusk) June 11, 2025

Why Self-Delivery?

While a car driving itself is something truly different from what other manufacturers offer, there are also numerous strategic advantages for Tesla to do so. This includes drastically reducing last-mile delivery costs by minimizing the need for car carriers, delivery drivers, and even delivery personnel at your local Tesla center. For customers, it could mean a faster, more flexible delivery method - and one absolutely unforgettable welcome to Tesla ownership.

We recently took a closer look at the advantages and disadvantages of vehicles delivering themselves to customers. While it’s all positive for Tesla, there are some potentially negative sides to it as well.

A Futuristic Glimpse

When you step back and look at it, Self-Delivery is a logical extension of Unsupervised FSD and the Robotaxi network in general. Self-deliveries are expected to run on the same software stack that powers the Model Ys currently roaming Austin’s streets autonomously, which means there is little for Tesla to do other than enable specific instructions for self-delivery during the final vehicle configuration steps.

Robotaxis currently run a newer version of FSD than what’s available to the public, but these self-delivered vehicles will likely be on the same version when they’re delivered.

Given Elon’s note that the dates could shift, this could easily be moved to early July; however, either way, it seems like we’re just weeks away from this monumental event, which will further reduce the cost of Tesla vehicles.

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