For Tesla: Customer Choice is a Key to Financial Success

Tesla needs to respect its customers’ wishes by providing them with options to purchase the driving controls that they prefer. In particular, Tesla should provide customers with options to include turn signal and gear shift stalks, and also provide Model S and X purchasers with the ability to equip their vehicles with ultrasonic sensors and tactile switches. A recent survey suggests that a failure to offer turn signal and gear shift stalks may be expected to cost Tesla as many as 500,000 (or more) sales per year with the corresponding negative impacts on Tesla’s financial performance. It is trite, but true, that “the customer is always right”.

From its inception, Tesla’s rapid growth was powered by Elon’s “maximum fun” principle. Drivers were captivated by the quality of the driving experience provided by the Tesla vehicles and sales rose exponentially, year after year after year. However, beginning in 2021 Tesla degraded the controls of its refreshed Model S and Model X by removing the stalks and replacing the steering wheel with a yoke. This represented a major departure from the goal of designing Teslas to provide maximum fun. A TMC Owners Survey in July/August 2022 found that a mere 13% of the owners of new Model Ss and Xs were highly enthusiastic about Tesla’s use of “capacitive buttons for turn signals, windshield wiper and the horn”. (See: https://docs.google.com/presentatio...=false&delayms=3000#slide=id.gfdd8e250c3_0_26) While Tesla has since restored the steering wheel and centre horn button, it has unfortunately extended the removal of stalks to the refreshed Model 3 and has also deleted the ultrasonic sensors from all of its cars.

As reflected in the innumerable posts on these changes in the Tesla Motors Club forum (more than 660 in the “Stalk or no stalk argument [not] settled” thread, alone, see: Stalk or no stalk argument [not] settled), these changes are widely viewed as negative by many Tesla enthusiasts. In this regard, the vigorous defence by some owners, for example, of the stalkless design, is beside the point, as it is clearly apparent that the changes are resulting in the loss of potential sales. A recent survey of more than 150 individuals who plan to purchaser the upcoming, refreshed Model Y found that approximately 15% of them would decline to make the purchase if the stalks were deleted, and that a further 15% were undecided (and might decline to make the purchase if they didn’t like the stalkless controls). If, as this survey indicates, the deletion of stalks from all of its vehicles would cause between 15% to 30% of prospective Teslas purchasers to switch to EVs from other manufacturers, this would cost Tesla the sale of between 300,000 to 600,000 of the two million vehicles that it hopes to sell each year and increase the pressure on Telsa to further discount its selling prices. Accordingly, it seems likely that the changes to stalkless controls in the Models S, X and 3 may be a factor in Tesla’s declining year-over-year sales (from 2023 to 2024), its declining share of EV sales, and its declining profitability.

The reasons that the changes being made by Tesla to its switchgear (specifically the removal of stalks and the replacement of tactile switches with capacitive switches) could be expected to reduce demand for its vehicles include the following:

1. Non-standard controls (e.g., turn signal buttons, rather than stalks) are an automatic disqualifier of Teslas for many potential customers. For example: driving schools, car rental agencies, and other applications in which drivers regularly switch between different vehicles and therefore demand industry-standard controls. (As an example, see: Tesla is banned from driving schools because of new turn signals.)
2. Turn signal buttons are a safety hazard. In traffic circles, and all other circumstances in which the turn signal is to be activated while the steering wheel is turned, they cannot be used by muscle memory and cause driver distraction (as they require the driver to look away from the road to find location of the buttons), and are more likely to result in no turn signal or the wrong turn signal being activated.
3. The replacement of high-quality tactile switches with capacitive switches (for example, for front door latches, steering wheel buttons, emergency flashers and shift buttons) has further degraded safety and/or the driving experience. (These buttons often require the driver to look to confirm the location of the switch, may require more than a single press to activate them, and may result in the accidental activation of an adjacent button.)
4. These changes to the controls make the driver feel less competent (as they are unable to use the controls by muscle memory), make the driving experience less satisfying, and detract from the otherwise excellent quality experience provided by the Tesla vehicles. The low level (often subliminal) frustration and irritation caused to a driver by sub-optimal controls is the antithesis of maximum fun.

The dissatisfaction of Tesla customers with the removal of the stalks from the Models S, X and 3 has given rise to the development of aftermarket stalk kits. (See: Tesla is purging turn-signal stalks, but owners are adding them back. There are now at least three companies offering aftermarket turn signal and gear shift stalks in response to this demand. See: Model X/S OEM Style Gear Shift Stalk Switch Turn Signal Lever Kit for Tesla, Model S/X (2021+) Gear & Turn Signal Stalk, and https://www.teslasy.com/products/te...inal-style-turn-signal-gear-stalk-upgrade-kit.)

At a minimum, the demand for stalks represents a business opportunity which Tesla is well positioned to exploit (but more importantly confirms that many potential customers are likely buying vehicles from other manufacturers, instead of Teslas, in order to get standard turn signal and gear shift stalks). At a minimum, Tesla needs to offer its customers the option of purchasing its vehicles with standard turn signal and gear shift stalks, and, if that option proves overwhelmingly popular, may wish to make that the default configuration (as it has done with the steering wheel, in place of the yoke, on Model Ss and Xs).

"Tesla Model X Plaid Interior" by Mpelas199 is marked with CC0 1.0.
Admin note: Image added for Blog Feed thumbnail

 

[ewoodrick]

Tesla needs to respect its customers’ wishes by providing them with options to purchase the driving controls that they prefer. In particular, Tesla should provide customers with options to include turn signal and gear shift stalks, and also provide Model S and X purchasers with the ability to equip their vehicles with ultrasonic sensors and tactile switches. A recent survey suggests that a failure to offer turn signal and gear shift stalks may be expected to cost Tesla as many as 500,000 (or more) sales per year with the corresponding negative impacts on Tesla’s financial performance. It is trite, but true, that “the customer is always right”.

This seems to suggest that you have choices with the legacy manufacturers, you really don't. You get what they want to make and that's filtered by what the dealers think will sell.
So many times, did I want to have a few select options, but they ended up being bundled in packages with a bunch of stuff I didn't want.

But if you spent more time trying to learn new things than writing long complaining messages, you may find that the new features are actually better.

I've got a stalkless Cybertruck and I find it archaic when I go back and drive my Model 3 or Model Y with stalks.

I actually have to put the other cars in Drive. I've gotten so use to the Cybertruck doing it for me! Turn signals are so easy, because my thumb is often already there,
Ultrasonic sensors, TeslaVision will come and make them a non-issue, just chill. My Cybertruck doesn't have any of that, but it is quite possible to drive without them. People did so for well over 100 years.

I can get a survey to give any information I want it to give, and survey writers know that. That's actually what JD Powers does as a business, create surveys to prove any paying customer's point.

But there seems to be no indication that sales have changed at all because of the USS or the stalks. Most buyers barely even know about them.

People don't buy Teslas because Tesla does it like everyone else. People are tired of the crap that Detroit puts out. Detroit barely sales cars anymore, just trucks. Car sales have been migrated to the foreign companies.

 

[electrons4u]

I had a Toyota 4Runner for 10 years before I got the 2022 Model 3. The 4Runner's windshield washer button was on the right stalk, but on the Model 3 that's the park button. I don't do it anymore, but more than once I accidentally hit the right stalk button to activate the windshield washer - while in motion. Fortunately, that doesn't throw the car into park like I read some other EV does (sorry, forgot which one). Tesla just pops up a warning saying you can't put the car in park while moving.

That's what I'm talking about with decades (OK, 1 decade) of muscle memory. Does that make me an idiot or "unadaptable"? I don't think so. If I drove many cars over those 10 years, it would be different because you'd have to think about what controls do what in each car, but when you drive one car for that long you can do things without even thinking about it.

 

[RichardC]

I had a Toyota 4Runner for 10 years before I got the 2022 Model 3. The 4Runner's windshield washer button was on the right stalk, but on the Model 3 that's the park button. I don't do it anymore, but more than once I accidentally hit the right stalk button to activate the windshield washer - while in motion. Fortunately, that doesn't throw the car into park like I read some other EV does (sorry, forgot which one). Tesla just pops up a warning saying you can't put the car in park while moving.

That's what I'm talking about with decades (OK, 1 decade) of muscle memory. Does that make me an idiot or "unadaptable"? I don't think so. If I drove many cars over those 10 years, it would be different because you'd have to think about what controls do what in each car, but when you drive one car for that long you can do things without even thinking about it.

Excellent example of the benefits associated with the use of consistent controls. I would favour the implementation of standards for the key "on the road" controls. Many of us regularly drive a number of different cars (including from car rental agencies) and it is clearly safer if the key controls are consistent from vehicle to vehicle.

I suspect that the early success of the Model S and Model X was in part facilitated by Tesla's use of Mercedes Benz switch gear. The controls felt immediately familiar to anyone who owned or had driven Mercedes, which immediately inspired comfort and a degree of confidence.

Unless there are compelling benefits (not merely chiselling a few bucks off the costs) companies should not deviate from the consistent implementation of industry standard controls. The response of customers to the ill-advised attempt of Tesla to impose the yoke on purchasers of the Model S and Model X, demonstrate that unwanted changes to standard controls can impose high costs on those who implement them.

 

[ewoodrick]

Excellent example of the benefits associated with the use of consistent controls. I would favour the implementation of standards for the key "on the road" controls. Many of us regularly drive a number of different cars (including from car rental agencies) and it is clearly safer if the key controls are consistent from vehicle to vehicle.

I suspect that the early success of the Model S and Model X was in part facilitated by Tesla's use of Mercedes Benz switch gear. The controls felt immediately familiar to anyone who owned or had driven Mercedes, which immediately inspired comfort and a degree of confidence.

Unless there are compelling benefits (not merely chiselling a few bucks off the costs) companies should not deviate from the consistent implementation of industry standard controls. The response of customers to the ill-advised attempt of Tesla to impose the yoke on purchasers of the Model S and Model X, demonstrate that unwanted changes to standard controls can impose high costs on those who implement them.

You are talking about an industry that can't even decide on which side to put the fuel tank filler. At least they all put the arrow on the fuel gauge!

But just because something made sense in 1890, that doesn't mean that it should be propagated for the next 150 years.
And even Detroit has made a lot of odd changes, from the shifter on the wheel to the floor, to the dashboard, to electronic, to CVTs with fake gear changes?

 

[RichardC]

You are talking about an industry that can't even decide on which side to put the fuel tank filler. At least they all put the arrow on the fuel gauge!

But just because something made sense in 1890, that doesn't mean that it should be propagated for the next 150 years.
And even Detroit has made a lot of odd changes, from the shifter on the wheel to the floor, to the dashboard, to electronic, to CVTs with fake gear changes?

Fair comment! And Detroit has made a number of very strange vehicles which the market determined didn't have a future!

However, for so long as we are using our bodily appendages to operate our vehicles, it makes commercial sense to implement industry standard controls. Doing otherwise can only serve to diminish the level of demand for Tesla vehicles.

To be clear, I am all in favour of the Tesla innovations which have dramatically improved the driving and car ownership experience (which is why I have exclusively driven Tesla's for the past 12 years), but would not purchase a yolked Model X, and don't like changes which, in my reasonable opinion, make the vehicles less safe or more difficult operate and know that many others share this view.

 

[Knightshade]

Fair comment! And Detroit has made a number of very strange vehicles which the market determined didn't have a future!

However, for so long as we are using our bodily appendages to operate our vehicles, it makes commercial sense to implement industry standard controls. .

But as people keep pointing out- there's no such thing.

Some cars still shift on the floor. Some shift on the wheel stalks. Some (including non-teslas) shift with buttons or other controls.

Even cars WITH stalks some have different functions in different places, even on different stalks.

The nearest you get to "industry standard" is the right-most pedal makes the vehicle accelerate and the nearest other one to it brakes. Some cars still offer a THIRD pedal but many do not (and even on the ones that DO have the third pedal, there's multiple different shift patterns used on their manual shifters!... so WHAT "standard"?)

don't like changes which, in my reasonable opinion, make the vehicles less safe

citation required

 

[dronus]

In Australia they halted delivering new M3H because the centre top tether wasn't easily accessible.

They stopped delivering all cars, causing chaos with backlogs and storage, flew new shelves over from Shanghai and retrofitted them before resuming deliveries.

This was all done in the name of "Safety" even though i dont know anyone my age with young kids that could care less about tether points in a car. I certainly don't.

Point is, that was considered safety, so if not having something as obvious as stalks was a safety issue i wouldnt have over 12,000km on mine by now as they would never have been granted compliance.

 

[ewoodrick]

Fair comment! And Detroit has made a number of very strange vehicles which the market determined didn't have a future!

However, for so long as we are using our bodily appendages to operate our vehicles, it makes commercial sense to implement industry standard controls. Doing otherwise can only serve to diminish the level of demand for Tesla vehicles.

To be clear, I am all in favour of the Tesla innovations which have dramatically improved the driving and car ownership experience (which is why I have exclusively driven Tesla's for the past 12 years), but would not purchase a yolked Model X, and don't like changes which, in my reasonable opinion, make the vehicles less safe or more difficult operate and know that many others share this view.

Not sure about the yoke, but the Cybertruck's squircle is totally awesome. People love it.
I wouldn't be surprised to see Tesla move it to the other cars and replace both the wheel and yoke with it.

 

[MikeChicago]

Excellent example of the benefits associated with the use of consistent controls. I would favour the implementation of standards for the key "on the road" controls. Many of us regularly drive a number of different cars (including from car rental agencies) and it is clearly safer if the key controls are consistent from vehicle to vehicle.

I suspect that the early success of the Model S and Model X was in part facilitated by Tesla's use of Mercedes Benz switch gear. The controls felt immediately familiar to anyone who owned or had driven Mercedes, which immediately inspired comfort and a degree of confidence.

Unless there are compelling benefits (not merely chiselling a few bucks off the costs) companies should not deviate from the consistent implementation of industry standard controls. The response of customers to the ill-advised attempt of Tesla to impose the yoke on purchasers of the Model S and Model X, demonstrate that unwanted changes to standard controls can impose high costs on those who implement them.

I came from a Mercedes when I got my first Tesla and you’re right about the gear stalk. I immediately adopted to it at the time. It was literally the same. There is a benefit to having some kind of standard, no doubt.

I still prefer the stalkless yoke I now have in my X but totally see your point.