CONSUMERS&BRANDSCars:

Tesla

drivers

in

the

UnitedStatesConsumer

InsightsAugust

2023Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofTesla

drivers

intheUnited

States:

whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

It

provides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56

countriesAdditionally,thereport

allows

thereader

tobenchmark

Tesla

drivers

inthe

United

States(’’brandusers’’)

againstU.S.

cardrivers

ingeneral

(’’categoryusers’’),

and

the

overall

U.S.onliner,

labelled

as

’’allrespondents’’

inthecharts.Numberofrespondents:?

12,000+

forcountries

with

the

extended

survey(including

theUnited

States)?

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsTesla

ranks

outside

the

top

10

of

most

driven

car

makes

in

the

U.S.Management

summary:

brandusageand

competitionTop10

most

drivencar

makesintheU.S.ChevroletFord12%12%ToyotaBMW10%9%HondaNissanDodgeJeep8%6%4%4%HyundaiAudi4%3%4Notes:"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=8723,

cardriversConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

car

drivers

driving

Tesla

grew

by

1

percentage

point

since

Q4of2021Management

summary:

brandusagetimelineTimeline

of

cardriversdriving

Tesla1%1%1%1%1%1%0%2021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=30

-

90

Tesla

drivers,n=6261

-

8723

cardriversConsumer

Insights

Global

as

of

August

2023Sources:Tesla

drivers

in

the

United

StatesManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsTesla

is

more

popularamong

Millennials

Success

and

career

advancement

areItstands

out

that40%

ofTesla

driversarecarenthusiasts.Tesla

drivers

accesstheinternet

viaasmartwatch

more

often

than

theaverage

cardriver.than

other

carmakes.relatively

important

to

Tesla

drivers.Tesla

is

more

popularamong

male

cardrivers

than

female

cardrivers.Vehicles

andmobility

arerelativelyprevalent

interests

of

Tesla

drivers.29%

ofTesla

drivers

areinnovators

orearly

adoptersof

new

products.Tesla

drivers

tendto

bemore

activeonsocial

media

thanother

cardrivers.Tesla

hasalarger

share

ofdrivers

witha

Carsor

vehicles

are

relatively

popular32%

ofTesla

drivers

think

thattheeconomic

situationisanissuethatneeds

to

beaddressed.highincome

thanother

carmakes.hobbiesamong

Tesla

drivers.Tesla

drivers

remember

seeing

adsinvideo

games

more

often

thanothercardrivers.Tesla

drivers

aremore

likely

toliveincitiesandurbanareas

than

cardriversingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Tesla

is

more

popular

among

Millennials

than

other

car

makesDemographic

profile:

generationsAge

of

consumersintheU.S.Brand

users21%22%22%62%11%6%Category

usersAllrespondents37%28%13%13%37%29%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;

Base:

n=90,

Tesladrivers,n=8723,cardrivers,n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Tesla

is

more

popular

among

male

car

drivers

than

female

car

driversDemographic

profile:

genderGenderofconsumersintheU.S.Brand

users68%32%Category

usersAllrespondents51%50%49%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:n=90,

Tesla

drivers,

n=8723,

cardrivers,

n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Tesla

drivers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheU.S.38%36%33%31%24%23%18%17%13%12%12%10%8%6%5%4%3%3%1%

0%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=90,

Tesladrivers,n=8723,

cardrivers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Tesla

has

a

larger

share

of

drivers

with

a

high

income

than

other

car

makesDemographic

profile:

incomeShare

ofconsumersintheU.S.

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users79%13%8%Category

usersAllrespondents38%36%27%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=90,Tesla

drivers,

n=8723,

cardrivers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

drivers,

Tesla

drivers

are

relatively

likely

to

live

in

anuclear

familyDemographic

profile:

household

classificationTypeof

householdsin

whichconsumersintheU.S.

live54%27%24%20%20%19%16%16%

15%14%13%10%

10%8%7%6%5%4%4%3%Singlehousehold3%CouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=90,

Tesladrivers,n=8723,

cardrivers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Tesla

drivers

are

more

likely

to

live

in

cities

and

urban

areas

than

car

drivers

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheU.S.34%27%27%26%24%23%19%19%17%15%13%12%9%8%8%6%

6%6%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"What

brandis

yourprimarily

used

car?";

Single

Pick;

Base:

n=90,

Tesla

drivers,n=8723,

cardrivers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

202311%

of

Tesla

drivers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheU.S.Brand

users11%11%11%86%86%3%3%4%Category

usersAllrespondents85%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brand

is

your

primarily

used

car?";

Single

Pick;Base:n=90,

Tesla

drivers,

n=8723,

cardrivers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Tesla

driversConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheU.S.51%49%51%50%48%48%39%38%39%39%38%30%29%32%30%29%26%29%28%26%25%22%13%12%11%15%14%14%13%12%TobesuccessfulAhappyrelationshipSafety

andsecurityLearningnew

thingsMaking

myown

decisions

respectable

lifeAnhonest

andHavingagood

timeAdvancingmy

careerSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;

Base:

n=90,

Tesla

drivers,n=8723,

cardrivers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Vehicles

andmobility

are

relatively

prevalent

interests

of

Tesla

driversConsumer

lifestyle:

main

interestsTop10

interestsofTesladriversintheU.S.52%51%42%38%41%39%38%34%33%36%34%31%33%32%32%31%27%30%26%29%29%29%29%28%27%23%22%25%20%19%Science

&technologyFood

&diningMovies,TVshows&musicHealth

&fitnessTravelSportsVehicles

&mobilityFinance&economyHome

&gardenArts&literatureBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=90,

Tesladrivers,n=8723,

cardrivers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Cars

or

vehicles

are

relatively

popular

hobbies

among

Tesla

driversConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofTesladriversintheU.S.40%39%40%40%36%39%39%38%37%36%36%34%34%33%

33%32%32%31%31%31%29%28%21%20%20%19%19%19%17%16%Cars/vehiclesCooking/bakingTravelingVideo

gamingReadingOutdooractivitiesMaking

musicPetsTech

/computersPhotographyBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;Base:

n=90,

Tesla

drivers,

n=8723,

cardrivers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Tesla

drivers

are

more

likely

to

play

cricket

than

other

car

driversConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofTesladriversintheU.S.20%17%17%14%14%13%13%13%13%12%11%11%11%10%10%10%10%10%9%9%8%8%7%7%7%7%5%

5%4%4%BasketballAmericanFootball

/CricketDancingGolfBaseball/SoftballCyclingHikingYoga

/PilatesBadmintonFlagFootballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;

Base:

n=36,

Tesla

drivers,n=3343,

cardrivers,n=22143,

all

respondentsConsumer

Insights

Global

as

of

August

2023Tesla

drivers

are

more

likely

to

follow

soccer

than

other

car

driversConsumer

lifestyle:

sports

followedTop10

sports

followed

byTesladriversintheU.S.26%24%22%20%19%17%17%16%14%15%14%13%12%12%10%9%8%8%8%7%6%6%6%5%4%4%3%4%2%

2%AmericanfootballBasketballSoccerBaseballBoxingTennisGolfVolleyballSwimming/divingCricketBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;Base:

n=29,

Tesladrivers,n=2672,

cardrivers,

n=17395,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

mobility?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21Itstands

out

that

40%

of

Tesla

drivers

are

car

enthusiastsConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityintheU.S.70%64%64%40%33%24%22%20%18%18%18%17%17%

16%16%Owning

acarisimportant

to

meIamacarenthusiastIspend

toomuchtimecommutingDriving

carsisbadfortheenvironmentThere

are

notenough

parkingspaceswhere

IliveBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=90,

Tesla

drivers,

n=8723,

cardrivers,

n=10011,

all

respondentsConsumer

Insights

Global

as

of

August

202329%

of

Tesla

drivers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

U.S.38%37%36%26%26%24%24%25%18%16%13%12%4%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrand

is

your

primarily

used

car?";

Single

Pick;Base:n=90,

Tesla

drivers,

n=8723,

cardrivers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

202332%

of

Tesla

drivers

think

that

the

economic

situation

is

an

issue

that

needs

tobe

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacingtheUnitedStates

accordingto

Tesla

drivers53%53%42%42%41%

42%40%40%36%

36%30%34%29%33%32%31%31%31%28%26%30%30%30%27%24%29%28%28%28%27%EconomicsituationClimatechangeCrimeRising

prices/inflation/cost

of

livingHealth

andsocial

securityImmigrationPovertyEducationEnvironmentCivilrightsBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;

Base:

n=90,

Tesladrivers,n=8723,

cardrivers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Tesla

drivers

tend

to

have

moreleft

leaning

political

views

than

other

car

driversConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheU.S.Brand

users31%16%51%2%Category

usersAllrespondents21%21%28%28%36%15%34%17%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:n=90,

Tesla

drivers,

n=8723,

cardrivers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsTesla

drivers

access

the

internet

via

a

smartwatch

more

often

than

the

averagecar

driverMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

U.S.

use

regularly

toaccesstheinternet93%89%

89%75%73%62%62%60%60%59%59%59%57%54%53%48%46%39%37%37%36%35%33%28%29%26%26%SmartphoneLaptopSmart

TVStreaming

deviceBrand

usersSmartwatchGaming

consoleAllrespondentsTabletSmart

speakersDesktop

PCCategory

users27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;Base:n=90,

Tesla

drivers,

n=8723,

cardrivers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Tesla

drivers

tend

to

be

more

active

on

social

media

than

other

car

driversMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheU.S.

bytype57%53%50%50%49%53%53%51%50%43%

43%49%49%42%

42%36%39%33%33%36%33%

33%32%

27%27%28%17%22%

22%16%8%

8%8%7%4%1%Postedpictures/videosSentprivate

Commented

Liked

postsFollowedpeopleSharedpostsbyother

usersPosted

texts/statusFollowedcompaniesLikedcompanypostsSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessageson

postsbyotherusersupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Whatbrand

is

your

primarily

used

car?";

Single

Pick;Base:n=90,

Tesla

drivers,

n=8723,

cardrivers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Tesla

drivers

tend

to

read

online

magazines

more

often

than

car

drivers

ingeneralMarketing

touchpoints:media

usagebychannelTypeof

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks82%79%73%70%69%67%61%49%57%56%

51%54%50%49%35%48%48%36%44%43%30%43%38%34%33%28%26%25%18%

17%18%

14%14%DigitalvideocontentTVMovies

/cinemaDigitalmusic

OnlinenewsPodcastsDailynewspapersMagazinesOnlinemagazinesRadioWeeklynewspaperscontentwebsitesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brandis

your

primarily

used

car?";

Single

Pick;

Base:n=61,

Tesla

drivers,n=4391,

cardrivers,n=30180,

all

respondentsConsumer

Insights

Global

as

of

August

2023Tesla

drivers

remember

seeing

ads

in

video

games

more

often

than

other

cardriversMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereTesladriversintheU.S.

have

come

across

digital

advertisinginthe

past

4weeks45%46%44%44%44%42%38%37%37%

37%34%32%34%34%33%29%

29%29%28%27%23%27%

27%26%26%26%14%14%11%

11%Social

mediaVideo

games

Video

streaming

Video

portalsservicesOnlinestoresWebsitesandappsof

brandsSearch

enginesEditorialwebsitesandappsNewslettersOtherappsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;

Base:

n=90,

Tesla

drivers,n=8723,

cardrivers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

202336%

of

Tesla

drivers

remember

ads

they

saw

directly

in

the

storeMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

U.S.

havecome

across

non-digital

advertisinginthepast4weeks49%

49%47%36%36%35%33%34%33%33%32%30%30%29%19%

19%29%28%27%24%17%19%18%16%OnTVDirectly

inthestoreAtthemovies

OnadvertisingInprintedmagazinesandjournalsBy

mailshot

/advertisingmailOntheradioInprinteddailynewspapers/cinemaspaceson

thegoBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;

Base:n=90,

Tesla

drivers,

n=8723,

cardrivers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023CONSUMER

INSIGHTSUnderstand