Our recent survey shows that Tesla’s FSD (Full Self-Driving, or Supervised) systems are steering U.S. consumers away from the brand. Rather than luring new homebuyers back into the market, it’s forcing countless others to second-guess their decision to buy. CEO Elon Musk has made the bold assertion that FSD will soon be able to function in all conditions. He was confident that it will save more lives than it can count and describes it as a life-changing product for many.
Slingshot recently ran a survey that uncovered some telling findings. Surprisingly, only 14% of respondents indicated that if they had access to FSD, they’d be more inclined to purchase a Tesla vehicle. On the flip side, 35% said the feature would prevent them from purchasing a Tesla. For just over half, 51%, FSD wouldn’t affect their car-buying decisions at all. The positive sentiment among prospective buyers of whole EVs really stood out. In fact, only 20% said they were more motivated to purchase a Tesla due to FSD, but as many as 33% were less likely to select the brand for that reason.
The survey results further corroborate a rising skepticism about the efficacy of Tesla’s safety features. Almost as many consumers surveyed by TBA think FSD technology should be made illegal. The view that Tesla vehicles are unsafe has increased to 36% in just the past two months. This reflects a sizeable jump from the 34% from last survey.
Elon Musk has repeatedly overstated the power of FSD. He has pledged to use the technology in every driving condition to be tested. He contends this new capability is a consequential leap forward in auto safety.
“The drop in the company’s brand reputation this year is remarkable.” – Evan Roth Smith
Popular Tesla is currently deploying FSD Supervised in markets including Australia. Yet concurrently, it’s peddling this technology in the U.S., luring communities with tempting propositions. On July 1st, the company announced a limited-time promotion providing 0% APR financing. This offer applies to customers who place a new Model 3 order and add FSD Supervised purchase to their order.
Despite these efforts, challenges persist for Tesla. In early August, a juror found that the company was at least partly to blame for a deadly crash. The driver responsible was largely at the mercy of the company’s autopilot frameworks. This ruling has undoubtedly fueled the backlash among consumers against Tesla for the perceived danger of their cars.
In addition to these developments, Tesla is testing a ride-hailing service in Austin, Texas, and in the San Francisco Bay Area. This form of outreach and advocacy is incredibly important, as it helps to inform and help develop future strategy. There is a danger that overhyped attitudes around FSD will delay widespread adoption from interested customers.