I give you Exhibit B: The new Tesla Model X. The SUV successor to Tesla's wildly popular Model S, the Model X is a machine unlike any other.
Let's start with the most notable of the Model X's physical anomalies: the doors. Tesla refers to them as "Falcon Wings". It actually took me a while to find a picture of the car with its doors closed, because, well, see for yourself:
Any mom with a luxurious actual or ideal self-concept (Angell, 9/28 lecture) will want one of these. Only the most bad-ass middle-schoolers are stepping out of rear those doors.
This SUV is so feature-packed, that Elon Musk (the company's infamous founder and CEO) even said, "I'm not sure anyone should really make this car. There are far more things there than is needed to sell it". And he's not wrong. There are so many things this car does that no one ever would have thought of. Here's the Sparknotes version:
- Each door, which opens automatically, has ultrasonic sensors to avoid any Kroger parking lot bumps and dings.
- The windshield and the sunroof are the same piece of glass. The sun visors come out of the side beams and connect magnetically to the center.
- There's an internal air filter that gives the car's cabin hospital operating room-levels of cleanliness. So long seasonal allergies, right?
- It's 100% electric, goes 0-60 in under 4 seconds, and can drive over 250 miles on a single charge.
- Did I mention the frickin' Falcon Wing doors?
Of course, all of these features come at a price, and that price is almost as shocking as the car. Starting versions will suck north of $140,000 out of buyers' faux-leather wallets until cheaper models roll out. It will take more than a passion for environmental innovativeness (Babin/Harris 115) to acquire one of these beasts. Luckily, tax incentives will refund up to $25,000 of that back--Enough to by the nanny a Prius!
The waiting list for this car is already over 30,000 deep. It's clear that the aspirational group (Angell, 10/7 lecture) Tesla has built around its product is strong. For such a high-involvement (Angell, 10/5 lecture) product as a car, Tesla has done a fantastic job triggering the emotions of its future customers: a $5,000 deposit was necessary even before the car was announced. And even those who won't ever step inside the Model X are product enthusiasts--the value Tesla creates just through these ludicrous features and ceremonial announcements provides plenty of value to fans of the brand (Babin/Harris 95).
I can't wait to see the Model X out on the road. Actually, scratch that. I don't need to see it driving at all. Put it in a parking lot and just open the door, that's all I really need to see.
When was the last time a new car made an enthusiast say that?
Nick,
ReplyDeleteI really enjoyed this piece on the Model X. Your personality really comes through in its informative and funny style. I think the Model X will appeal to those who want to incorporate, our already do, a mix of high technology and environmentally sound engineering into their life - adding it into their self concept. All these extra features will build into people's extended selves and hopefully help some reach their ideal social self. If your driving this beautifully engineered product people will know that you care about the environment, but also have a sense of style and an awe for progress.
Angell, Amy. Lectures 2015 (The Self Concept)
Nick,
ReplyDeleteI really enjoyed this blog on Tesla's new Model X... Elon Musk is definitely pushing the technological envelope here. (I am a huge fan of the Tesla Model S) Great job weaving in the concepts from recent lectures, I agree with your evaluation of Tesla's audience as "aspirational" to say the least. (Angell Lecture, 10/7). One thing that stuck out to me was how you were able to incorporate your sense of humor as seen in your (Angell, 9/28 Lecture) reference of Moms and Self-Concept. Hopefully Ol Elon will price something that us "common folk" can afford sometime soon!
This article reminded me of the time I requested an Uber late at night in DC that turned out to be a Tesla. When the Uber pulled up to my location, I could tell the car was something special (Babin/Harris 98). As I hopped in the car, I noticed a large screen on the dashboard that acted as the mainframe of the car, along with the luxurious seats and interior design (Babin/Harris 93). The driver rolled down the windows, and revved up the car, but the only sound I could hear was from the car next to us. I can also testify that it goes 0-60 in just a few seconds! That Uber ride will forever be my most memorable, and hopefully one day I will have enough money to buy my own Tesla (Babin/Harris 83). Awesome article, Tesla’s are the bomb!
ReplyDeleteNick,
ReplyDeleteI really loved this blog post. Tesla is clearly an aspirational group for both engineers and business people alike do to their group breaking technologies and commitment to making the world a better place. (Angell 10/7 lecture) I think people like this car company because it increases both their actual and ideal self-concept by showing they are environmentally conscious and they have good taste in cars. (Angell 9/28 lecture) I think the Model X is an amazing concept, however I do not understand why the back doors would have the falcon style, yet the front doors do not. Clearly this car is ahead of its time and I hope to someday be able to experience one for myself! I guess you could say I am in an aspirational group of Tesla fans!