The story of Tesla is one of the most interesting and unprecedented company stories in American business history. This article is a long close-up of Musk and Tesla. Tesla has become synonymous with autonomous vehicles, which has also caused fear in the hearts of the public. Anger is the most common emotion in Tesla-related posts. Other negative comments on Tesla include poor customer service, hype, poor app, and concerns about Tesla's OTA (over-the-air) software upgrades. Let's take a look at the related content with the car electronics editor.
The story of Tesla is one of the most interesting and unprecedented company stories in American business history. In less than 20 years, Tesla, led by CEO Elon Musk, who has incredible ideas, has developed a “moonshot†in Silicon Valley to become the most promising and most global in the world. Ambitious and one of the most respected car companies. Or a technology company? Or an energy company?
In fact, Tesla's multiple identities are one of its most important features. There is no precedent for what Tesla is trying to do, and there is no road map for future development. Even if we only observe Tesla's ambitions in the car, we find that it is still one of the most influential and complex companies in the world. Is its focus on mainstreaming eco-friendly cars or turning unmanned cars into reality?
Regardless of Tesla's future, one thing is certain: the company has resonated with consumers. People talk about Tesla, and it seems that they are not enough. Especially on social media.
Since Tesla's brand has been consolidated in the industry and joined the global automotive arena, social media has become an increasingly powerful way to understand the company's past, present and future.
In this report, we analyze social media discussions around Tesla to better understand the brands they create, the characteristics of the most exciting consumers, and how these talks translate into sales.
This report is divided into three main sections:
Tesla's rise in social media
How do people feel about Tesla?
Who is talking about Tesla?
When we talk about Tesla - tracking the rise of Tesla through social media
In just a few short years, Tesla has changed from a largely unrecognized company to one of the most watched companies in the world. Not surprisingly, there is a lot of talk about Tesla on social media.
Since 2010, social talk about Tesla has grown more than 10 times.
From 2010 to 2014, Tesla talked about steady growth. But since the beginning of 2015, the amount of topics has started to increase rapidly. It was during this period that Tesla changed from a fringe car manufacturer to a central part of the industry, mainly due to several news events: the announcement of its autopilot system, the rumors acquired by Apple, and the new model S's notice.
It is undeniable that Tesla is a company that is full of talk and full of topicality – but does its sales increase with the increase in popularity?
Tesla sales
Talking on social media is one thing, but is the company's rise just because of the topicality? To clarify this, we compare the amount of Tesla's topic on social media with actual sales. The result is clear: the increase in Tesla-related talks on social media is closely related to the increase in Tesla sales.
Clearly, Tesla has achieved two successes in most of the company's dreams over the past six years: rapid growth in topicality and steady growth in sales.
But are these fast-growing talks about Tesla positive?
Complex emotions? - Analysis of Tesla's talking about topics and emotions
Sales figures can tell the story, but the growing social talk raises another question: What is the tone of Tesla's talk?
In order to understand this, we need to go beyond the sheer size of these talks and analyze their dominant emotions. In fact, when we distinguish the conversation about Tesla by emotional characteristics, we find that consumers are not all in favor of the rise of this car manufacturer. Overall, the talk about the Tesla brand is more negative.
Figure: From bottom to top: Anger, Joy, Sadness, Fear, and Disgust Anger are the most common emotions in Tesla-related posts. Since 2010, “anger†accounted for about 40% of all talks, while “happy†accounted for about 31%.
Understand the anger behind Tesla
Why are consumers angry with Tesla? As we continue to explore, we find that the anger associated with Tesla is less relevant to the company itself, and more is a technology most closely related to Tesla's brand. Related: Autonomous vehicles.
The fear of self-driving?
Tesla's cars have become synonymous with autonomous vehicles, and their voices have become more full of worries. Consumers have shown great anxiety and suspicion about the emergence of self-driving cars, and Tesla is not immune to this negative emotion. Tesla has recently invested more in autonomous driving technology, and the brand talks have become more negative.
Last year, a man was accused of dying in a car accident due to a defect in Tesla's autonomous driving system. This incident led to a more negative talk about Tesla in society. Questions about the security of technology, especially Tesla's technical security, have already sounded on social media.
Environmentally friendly price tag
But negative emotions are not entirely due to danger. Some of the negative sentiments surrounding the Tesla brand come from its price. As a complete luxury brand, Tesla is often criticized by society because its price is unaffordable for the average person.
Regardless of whether consumers are talking about a Tesla car they can't afford, they still have a Tesla but the maintenance costs are frustrating. The controversy about Tesla's price is too high. Can not be ignored.
Other negative comments from Tesla
Concerns about the safety of Tesla's autonomous driving function and high price anger are two main factors related to Tesla's talk about negative emotions, but there are other less-sounding topics that have given birth to these negative emotions, including : Poor customer service, hype, poor app, and concerns about Tesla's OTA (over-the-air) software upgrades.
Although there are some topics that have a negative impact on the sentiment about Tesla's society, there is indeed a lot of talk about the company that is positive. What is the topic that contributes to these positive emotions?
Factors that trigger positive emotions
In social media (and elsewhere), Tesla is known as an innovative company, an important company that has made a positive change in the automotive industry, which has been stagnant and only wants to make a profit.
Musk is the most highly regarded honorary leader of Tesla and is regarded as a forward-thinking thinker of this environmental change. Much of the positive sentiment about Tesla's talks relates to consumer praise for Musk's entrepreneurial spirit and imagination.
The mission of Musk and Tesla to become better for society is in line with the third positive emotion: inspiration. Many consumers hailed Tesla on social media as a source of inspiration for solving big problems, bringing social benefits, and integrating ethical behavior into business activities.
Tesla's magnificent map
Just like any other social media talk, there is ups and downs about Tesla's talking about emotions. Let's zoom out and take a look at what is going on around Tesla. What is the relationship between the above mentioned topics and what are the most representative and which topics are in line with these emotions?
we discover:
Topic type and emotional distribution
Figure: Topics from top to bottom are: (fear) autopilot; (sad) car accident, can't afford it; (anger) car problem, poor customer service, Tesla's hype is annoying, Tesla app is too bad , dealers directly to consumers to sell, software upgrades; (happy) design and forward-looking, Elon Musk entrepreneurial charm, inspiring; (disgusting) design ugly map helps to visualize the aforementioned points :
1. All the guiding emotions in the conversation are related to Tesla's autonomous driving skills, and the dominant emotion is "fear."
2. “Sadness†is a big part of all emotions, about two-thirds are about car accidents, and another third are about Tesla's high price.
3. The source of “anger†emotions is the most diverse, mainly related to the car itself.
4. The “happy†mood is primarily about Tesla's design and innovative features.
Tesla's most popular features
As shown in the previous section, much of the talk about Tesla focuses on the uniqueness, innovation, and evolution of Tesla. And this official Tesla is different from other more mature car manufacturing. But which features are most appealing to consumers? In other words, which features are Tesla's factors (including technical and design)? To answer these questions, we will be about Tes The most frequently discussed features in the discussion are grouped and tracked changes in the number of related topics between 2010 and 2016. The results we get are shown below:
The main point of this analysis is that Tesla's evolution is mainly related to two functions: touch screen and autopilot.
Initially (about 2010 to 2013), the touch screen was the most talked about about Tesla. But since 2013, it has been replaced by Tesla's autonomous driving function, and so far, autonomous driving is still the largest in all discussions. Other features - headlights, gull-wing rear doors, dual motors, super charging stations - have gradually decreased in focus over time, but touch screens and autonomous driving are still two major concerns.
We did a lot of analysis of Tesla's rise in social media and discussion of specific subjects, but still did not mention an important aspect: the audience itself.
a person sitting in the back seat
Analyze Tesla's social media audience
When Tesla Motors first came out, auto industry experts seemed to ask the same question: Can this object find an audience? Ten years ago, no one really knew whether electric vehicles had market demand, let alone Tesla's A model is much more expensive than a regular car. As Tesla expands into areas where fewer people do it (such as autonomous driving), it becomes even more urgent for the company to attract a large audience.
As we analyzed earlier, Tesla's topicality and sales volume are growing, so the answer to this “audience question†should at least be a qualified “haveâ€.
But what do we know about these audiences? Does it only reflect a small percentage of users who bought cars? Or does the audience change over time?
[1] [2] 
Outdoor Column Led Display,Outdoor Hd Large Screen,Outdoor Led Billboard,Outdoor Large Led Display
Shenzhen Apexls Optoelectronic Co., Ltd , http://www.apexls-display.com