Tesla wins seven awards at the Automative Loyalty Awards
Tesla
Tesla emerged as the big winner at the S&P Global Mobility's 27th annual Automotive Loyalty Awards, securing seven awards. The electric car maker's most significant win was in the 'Overall Loyalty to Make' category, dethroning Ford for the first time in 12 years.
Customer retention is crucial for automakers since retaining customers is more cost-efficient than attracting new ones, and stealing customers from other automakers is viewed as a significant win. Tesla's recognition is a testament to its commitment to delivering exceptional products and experiences that keep customers returning year after year. It looks like Tesla's unique marketing plan is working.
Tesla Adds to the Trophy Case
The awards analyzed 11.7 million new retail vehicle registrations in the U.S. during 2022 and recognized Tesla for exceptional performance in various categories. For example, Tesla won:
Overall Loyalty to Make
Ethnic Market Loyalty to Make
Most Improved Make Loyalty
Highest Conquest Percentage
Alternative Powertrain Loyalty to Make
Additionally, the electric car maker won two-segment model loyalty awards, with the Model Y winning the Luxury Small Utility award and the Model 3 taking home the Luxury Small Car award.
What the Wins Mean to Tesla
Tesla's win in the 'Ethnic Market Loyalty to Make' category was notable, with the brand's resonance with ethnic consumers being a key driver in its recognition of loyalty improvement and diversity retention. Ethnic consumers represented 40% of all personal vehicle registrations for 2022, and Tesla won the 'Ethnic Market Loyalty to Make' award as 52% of its loyal volume came from ethnic consumers.
S&P Global Mobility determines loyalty when a household that owns a new vehicle then acquires another vehicle of the same make, model, or manufacturer. Tesla's repeat wins in the 'Highest Conquest Percentage' and 'Alternative Powertrain Loyalty to Make' categories were attributed by S&P Global Mobility to "an active return-to-market consumer base and a majority share of BEV sales," contributing to Tesla's loyalty performance this year.
Legacy Auto Losing the Fight
Ford often boasts of its customer loyalty, but it was not enough to beat Tesla's make loyalty rate of 67.2% for 2022. However, Ford did hold on to the light-duty pickup segment. Meanwhile, General Motors retained its "Overall Loyalty to Manufacturer" title for the eighth consecutive year and 19th win in the last 27 years. S&P Global Mobility credits GM's substantial loyalty gains to the rising inventory levels that met the demand for its SUVs and pickups.
The industry-wide customer loyalty rate fell for the third year due to ongoing supply chain, manufacturing, and delivery disruptions caused by the COVID-19 pandemic and other global issues. For the 2022 awards, S&P Global Mobility did not supply raw data for the outcomes.
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Tesla appears to be planning an ambitious project to build a private 5G network. This initiative would revolutionize connectivity for its vehicles and the robot, Optimus, as well as any other plans the company is likely to develop in the future.
Innovative Job Posting Reveals Big Plans
Although now removed, a recently spotted job posting for a Cellular Systems Integration Engineer on Tesla's career page shed light on the company's intentions. The role demands expertise to elevate Tesla's vehicle and Optimus robot connectivity, promising to push the boundaries of low latency and high data rates.
Tesla's journey from 3G to the anticipated 5G upgrade will bring about ultra-reliable communication and high-speed data transfer, crucial for over-the-air software updates, autonomous driving features, and real-time data analytics. These communications could be product to product, such as vehicles communicating with each other or with other products such as Optimus. However, the job posting also talks about products being able to communicate with Tesla’s internal 5G network. It’s not clear whether the private network would be internal such as at a Gigafactory, or a broader network out in the world.
Tesla is pursuing an internal 5G network for product communication
The Strategic Role of Private 5G Networks
Deploying its private 5G network, Tesla aims to create a seamlessly connected environment in its manufacturing facilities, research labs, and outdoor spaces. This infrastructure is not just about enhancing vehicle connectivity; it's also pivotal for the operational efficiency of the Optimus robot in various scenarios, including warehouse operations.
Tesla's foray into private 5G networking places it in an advantageous position in the automotive and tech industries. This strategic move aligns with the global trend towards adopting private 5G networks, which promise to revolutionize industries with their reliability and speed. Tesla's efforts to develop a private 5G protocol stack that integrates with any cellular infrastructure globally will set new industry standards.
With 5G, Tesla vehicles and Optimus robots will benefit from significantly reduced latency, offering under 5 milliseconds compared to the 60-98 milliseconds of 4G networks. This technological advancement is expected to enhance the functionality and responsiveness of Tesla's products, paving the way for advanced autonomous driving capabilities and efficient robot operations.
Tesla's interest in developing a private 5G network is a logical step. By building an infrastructure that supports the fastest connectivity standards, Tesla is preparing for its vehicles and laying the groundwork for sophisticated robotics applications. This endeavor reflects Tesla's ongoing commitment to innovation and its role in shaping the future of transportation and automation.
Italy has been discussing with Tesla about potentially establishing a factory producing electric trucks and vans. This information came to light in an Italian media outlet, Il Sole 24 Ore, which reported that the Ministry of Business and Made in Italy (Mimit) spearheaded talks to secure Tesla's investment.
Tesla and Italy: A Strategic Dialogue
Since last summer, Italy has broadened its industrial horizons by engaging in talks with Tesla, alongside negotiations with prominent Chinese manufacturers such as BYD, Great Wall Motors, and Chery Automobile. Notably, the discussions with Tesla have centered around producing electric commercial vehicles, highlighting a departure from conventional car manufacturing and reflecting the evolving demands of the global market.
Under the leadership of Minister Adolfo Urso, Italy aims to invigorate its automotive sector by encouraging the presence of multiple manufacturers. This approach is designed to stabilize the national components sector, which faces challenges due to the shift towards electric vehicles. Italy aims to produce 1.3 million vehicles annually, including a significant contribution from a new yet-to-be-determined manufacturer.
A Geopolitical and Industrial Balancing Act
Italy's engagement with Tesla occurs amidst a delicate phase of negotiations with Stellantis for increased vehicle production within the country. This strategic dialogue with Tesla, alongside discussions with Chinese competitors, is a pivotal element in Italy's industrial and geopolitical maneuvering.
A multipurpose van is the next logical step for Tesla to produce once the less expensive next-gen platform is released (code name Redwood). However, engineers seem to be busy perfecting the next-gen Roadster, and the van has had little discussion. Given the company's leaks, if a van were in the works, you would think we would’ve heard about it. Perhaps this is the nudge Tesla needs to get the van into production.
As Italy endeavors to become a key player in the electric vehicle industry, its negotiations with Tesla signify a promising development. The possibility of Tesla establishing a facility for electric trucks and vans in Italy underscores the country's commitment to sustainable transportation and positions Italy as an attractive destination for automotive innovation.
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