Tesla, the revolutionary electric vehicle manufacturer, has long been known for its innovative technology and cutting-edge design. However, one aspect of the company that often goes uncelebrated is its deep-rooted Americana and how this has impacted Tesla design. Recently, Tesla has started to lean into this characteristic, promoting its vehicles’ status as the most American-made in the industry.

Tesla Design

The S3XY lineup — comprising the Model S, Model 3, Model X, and Model Y — has secured top spots in the Cars.com ‘American Made Index’. This index evaluates vehicles based on their build location, parts, and workforce, highlighting Tesla’s commitment to domestic production. This move marks a significant shift in Tesla’s marketing strategy, which traditionally has shied away from conventional advertising techniques and perhaps this also hints at a focus on showing off Tesla design in a new way as well.

An interesting case in point is the performance of Tesla’s Model 3 and Model Y in China’s flooded streets, a testament to their robust engineering. Yet, such feats have rarely been a focal point in Tesla’s promotional endeavors. This underlines a pattern where some of Tesla’s most impressive achievements have remained under the radar.

Tesla Embraces Americana

The recognition of Tesla’s vehicles as the most American-made is not just a matter of national pride but also a strategic move in a market that values domestic production. This pivot in Tesla’s advertising strategy was recently highlighted in a post by u/Feeling-Junket-9505 on the r/Cybertruck subreddit, showcasing a simple yet effective sandwich board advertisement emphasizing the American-made nature of Tesla’s lineup.

This change in marketing approach aligns with sentiments expressed by figures like Jay Leno, who lamented the common misconception that Tesla is not an American company. Leno, a renowned automotive legend, has stressed the importance of celebrating Tesla’s contribution to the American automotive industry, a narrative that has often been overshadowed by other aspects of the company.

Thinking about a Tesla?

By emphasizing the domestic production of its vehicles, Tesla is not only correcting a widespread misperception but also potentially broadening its appeal to a more diverse customer base, including those who value patriotism in their purchasing decisions. This strategy could attract conservative car buyers who prioritize supporting local industries and innovators.

Elon Musk, Tesla’s CEO, has been traditionally hesitant to engage in standard advertising tactics. However, the company’s recent foray into more traditional forms of promotion indicates a new willingness to highlight its achievements and unique selling points to the public.

In summary, Tesla’s shift towards promoting its American-made vehicles represents a strategic move to align its brand with national pride and to broaden its appeal. It’s a step towards not only acknowledging Tesla’s contributions to the American automotive industry but also towards educating the public about the company’s deep American roots. This move could potentially make Tesla’s products more desirable to a wider range of consumers, thereby supporting the country’s innovators and the domestic market.

Have you read the news about the updated ranges and latest feature enhancements from Tesla, read our take on it.