People will not buy the same car again if they are not happy with either their vehicle or their experiences.
That's an assumption you're making.
It's not a stretch in most instances. But it's not a guarantee either. Everything else you say after here is based on this
assumption. But I'll play along.
I disagree with your assumption that there is no competition.
Give me one other car brand in 2017 that can do 240+ miles on a single charge and has lond distance travel capabilities (with short charge times) and under 5.3 second speed 0-60 acceleration? Just one.
I came out of a Mercedes and if I wasn't happy with the Tesla, my next car would be a Benz. It's not logical to assume that people are owning Tesla's because they have no choice and are unhappy.
Not everyone who drives a Tesla came from a luxury car. Some people came from hybrids. Some people came from short range EVs.
CR's methodology is: "Our brand rankings represent owner sentiment across each brand’s product line. (Model satisfaction is determined by the percentage of owners who responded “definitely yes” to the question of whether they would buy the same vehicle if they had it to do all over again.) To determine brand love—or disdain—we took a straight average of the satisfaction score for each brand’s models."
If you took the survey (which I did) you would also realize that there were other choices (like yes, probably, undecided, probably not, etc.). Choosing definitely yes was not the choice that unhappy people would make. You would expect more probably or undecided from those folks.
That's an assumption. You don't know how the other people would vote under similar circumstances. My above hypothetical addresses this assumption.
If I took the test Today, I'd say definitely yes I'd buy another Tesla. I'm in line for a Model 3. Based on what Ive seen so far there wont be any real competition next year. So 100% I'd buy another Tesla, or even the same one (though we don't need 2 Model S's).
But ask me that question in 2020, and my answer will be different. I will cross shop brands when there is real competition for a long distance, quick accelerating, EV with a charging network. Today? There's no competition, so if I want to prioritize what's important to me, Tesla is the only brand that will meet my goals.
And finally, the same criteria was being used across all automakers and for Tesla to perform that well in that arena is impressive.
I'm not arguing that Tesla outperformed the "competition" (though they're comparing a performance EV to luxury ICEs) on the survey, I'm arguing based on your flawed comments that 91% are
happy with their cars. That's my point. You can't get to that conclusion off of the data you have. I have no issue in the way CR did the survey, I'm sure they crossed their I's and dotted their T's, my issue is you using the survey, reading between the lines, and coming back and making factual statements based on assumptions which are wrong.
Out of all Tesla owners, we don't know how many people are happy with their cars. Is it a lot? I'm sure it is. Is it exactly 91% I'd bet my car it's not.