Tesla most appealing car brand in the Netherlands

Tesla: the Netherlands’ most appealing car brand

Amsterdam, 4 February 2015. At MIE (Marketing Insights Event 2015), Kim Cramer PhD shared the scientific backbone of 23plusone as part of Totta’s Brand Scan. 105 brands were profiled. In automotive, newcomer Tesla takes the top spot, closely followed by BMW and Audi.

A small shift with big energy

In 2009, we ran similar research. Back then, Audi was the most emotive brand in the category.

Fast forward, and Tesla nudges both Audi and BMW off the throne. Not by shouting louder, but by touching a wider emotional spectrum.

Why Tesla wins (hint: it is not only the engine)

Tesla scores strongly on emotional domains like attraction, ambition, and self-development.

What stands out most is its high score on idealism in the basics domain. In plain language: Tesla does not only promise performance. It signals a point of view on progress.

The value mix, visualised

The infographic below shows how Tesla’s value repertoire is composed.

• Values with beveled edges score significantly above the category.
• Light-colored values score high and are on par with the category.
• Blank values score lowest.

The bigger lesson for brands

These results confirm something we keep seeing again and again: brands that touch feelings across the full spectrum of human values become more attractive.

The Totta Brand Scan 2014 findings align with the Cramer & Koene studies from 2009, and reinforce the scientific foundation behind 23plusone.

About 23plusone and Totta

23plusone is a BR-ND method. Since 2006, Cramer & Koene have been exploring the relationship between emotions, attractiveness, and happiness. Over time it has become a proven approach, licensed to companies and professionals in the Netherlands and beyond.

Totta is an innovative market research agency in Amsterdam. Celeste Miller, social psychologist, leads the Totta Brand Lab and develops and implements 23plusone-based intuitive research methods for clients.

If you want more information about Totta Brand Lab, click here.

So, if Tesla can win by widening its emotional repertoire, what would happen if your brand stopped polishing features and started designing feelings on purpose?