The New York Times reported yesterday that Tesla is now worth more than Ford. Well done Tesla!
Reflecting on the research we have done with Environmental Choices, I think that Tesla is a poster child of how low-carbon marketing can be applied.
Our research shows that climate change stimulates unmet needs for low-carbon products amongst people concerned about climate change. There is specific evidence that, in North America, people who are concerned about climate change are significantly more likely to use lower-emission cars than those not concerned about climate change. Also, the type of Guilt-free luxury branding used with the Tesla Model S and Model X works well with wealthier Americans; those that earn over US$100,000 pa (see page 120 of The branding of climate change; report 3h).