Ch. 6 - Consumer Decision Making

Driving a Tesla is a sign of status. A Tesla makes you feel like you belong to an exclusive club of wealthy environmentally conscious consumers sponsoring cutting-edge technology. With more than 53 new EV's to hit the market between 2023/2024 Tesla does have competition and consumers have options; however, as a legacy brand Tesla it is set apart from its evoked brands community by constantly innovating and maintaining a cult-like following. If a consumer willing and able is buying an EV, chances are they will look at a Tesla. To get a better picture of the volume of sales and competitors legging behind let's look at the numbers up to Q3 2022:

Automaker	Q1 2021	Q2 2021	Q3 2021	Q4 2021	Q1 2022	Q2 2022	Q3 2022
Tesla	69,300	76,230	75,509	115,248	129,743	130,047	114,000 (est.)
Ford	6,614	6,361	5,880	8,285	6,734	15,273	18,257
General Motors	9,025	11,263	4,515	26	457	7,217	15,156
Nissan	2,925	4,804	2,345	4,165	4,371	3,251	1,276
Volkswagen Group	6,805	11,675	8,357	9,081	7,932	8,961	11,893

Others brands worthy of mentioning are Mercedes-Benz, Porsche, Rivian & Lucid Motors.