Tesla’s Brand Value Is Rising – These 10 Data Points Prove It

Elon Musk’s detractors love to bet against him and his lofty goals for Tesla (TSLA), turning each new ambition into a headline about imminent failure.

But time and again, Musk has defied his critics and turned skeptics into reluctant admirers.

In 2018, it was Model 3 “Production Hell.”

Critics predicted Tesla’s inability to scale Model 3 production would lead to financial ruin. Elon Musk addressed bottlenecks with automation improvements and strategic problem-solving. By 2020, the Model 3 became the best-selling EV globally.

Naysayers doubted Tesla could justify its valuation or achieve sustained profitability. In 2020, Tesla posted its first full-year profit, silencing critics and securing its place in the S&P 500.

Or how about the Cybertruck’s polarizing launch and demand success?

Following the Cybertruck’s unconventional 2019 unveiling, critics mocked its futuristic design and predicted it would fail to gain traction in the truck market. By 2021, Tesla had secured over 1.25 million preorders, proving massive consumer interest and leading the industry in the electrification of pickup trucks.

Now, it looks like Musk is doing it again, despite the latest doom-and-gloom headlines suggesting his political involvement will tarnish the Tesla brand…

At LikeFolio, we wanted to put these charts to the test.

Forget surveys – we’re listening to what consumers are actually saying, unprompted.

We sampled 1,000 mentions of Tesla on social media in 2023 and 2024 (posts were limited to around the same month each year: December).

What we found were 10 compelling takeaways that have us more bullish on Tesla than ever…

10 Tesla Takeaways from 1,000 Social Media Posts

No. 1: Polarity Scores Trending Upward

Polarity scores, which measure sentiment on a scale from -1 (very negative) to +1 (very positive), increased from 0.107 in 2023 to 0.128 in 2024, signaling more positive consumer discussions around Tesla.

No. 2: Positive Sentiment Growth

The percentage of positive posts (relative to all sentiment-indicating posts) grew from 50% in 2023 to 60% in 2024, reflecting rising enthusiasm for Tesla’s products.

No. 3: Slight Rise in Emotional Engagement

Subjectivity scores, which measure the degree of emotion in discussions (on a scale of 0 for factual content to 1 for highly emotional), increased slightly from 0.326 to 0.331. This suggests Tesla discussions remain emotionally charged, which isn’t surprising.

No. 4: Cybertruck Excitement Drives Sentiment

Conversations about the Cybertruck, including its bold design and practical features, are central to positive sentiment. Posts like “Cybertruck doors open 90 degrees. Parents, you’re welcome.” showcase consumer excitement.

No. 5: Affordability Resonates with Buyers

Tesla’s focus on affordability and low ownership costs appeal to new demographics. For example, users highlight that charging at home is “already way cheaper than gas,” drawing in cost-conscious buyers.

No. 6: Increased Interest from First-Time EV Buyers

Keywords like “first EV” appear more frequently in 2024, reflecting Tesla’s success in reaching buyers transitioning to electric vehicles for the first time.

No. 7: Advanced Features Attract Tech-Savvy Consumers

Tesla’s Full Self-Driving (FSD) and AI capabilities are popular among tech enthusiasts, with posts like “FSD Supervised reverses to exit parking spots and waits for traffic—it’s like having a genius driver in the car!” illustrating the appeal.

No. 8: LikeFolio Web Metrics Confirm Growing Interest

LikeFolio’s data shows a 6% increase in consumer engagement on Tesla’s platforms, nearing all-time highs. This suggests a growing curiosity about Tesla’s offerings.

No. 9: Tesla Expands Beyond Its Luxury Core

By emphasizing affordability, efficiency, and family-friendly features (e.g., rear-display Bluetooth connections), Tesla is appealing to a broader audience beyond its traditional high-income, tech-savvy buyers.

No. 10: FSD and Smart Summon Redefine Driving Convenience

Mentions highlight Tesla’s Full Self-Driving (FSD) and Smart Summon as groundbreaking technologies, showcasing their ability to navigate complex parking scenarios, avoid obstacles, and deliver seamless autonomous driving experiences.

Bottom line: We don’t think Musk has tarnished Tesla’s brand value. If anything, consumers are more open and interested in driving a Tesla than ever.

Until next time,

Andy Swan
Founder, LikeFolio

P.S. The holidays are just around the corner – and while our offices will be closed December 24 through January 1, we’ve prepared a special “2025 Predictions” series for Derby City Daily next week. We’ll examine the three major “mega” trends setting investors up for profits in 2025, the picks you need to have on your radar, and the best time to buy them based on a powerful new tool from our colleagues at TradeSmith. You won’t want to miss it.