So Betty Liu wore an outfit that seemed a bit more like her favorite anime' character than a dull television anchor. Good for her! That's where my celebration ends with this video. The underlying message was rather brash: if you're looking at an Audi or BMW, you're not looking at a Tesla. Tesla is a "lifestyle brand" like Porsche or Ferrari.
I know what they mean, but come on, it's not like Audi and BMW don't also make baseball caps and mugs and what-not. I don't know about the golfing stuff, but that's not for me.
My son designed and inked a Tesla pattern on a mug for Father's Day, and my wife knit my design of merino cashmere driving gloves with coated silver thread in the thumb and two fingers (of the right hand). I bought the lunchbox. I've gotten a few Tesla items as gifts (one was the #driveFree shirt because I drove to Albert Lea, MN at 1:00am in February). In my mind, this is no different from buying your kid a "Gallifrey University" hoodie in Doctor Who fandom, or a cat-bus backpack from My Neighbor Totoro. I'm sure there are a few owners out there that have made Tesla pillows, quilts, something custom for their dog to ride in the back (or the front, have you see that guy's front seat replacement?). The simple fact is that Tesla has learned / known that people want stuff with their brand on it, and marketing/apparel companies have come to them and said "People all over the world are painting coffee mugs and sewing gardening aprons with your car, your logo on it. How about you sell something for the less-crafty people?"
To have these talking heads try to pigeonhole Tesla into a recessed fashion domain like Gucci, Coach, or Louis Vitton (may he rest in peace), that's in denial of the fact that Tesla is an engineering and automotive manufacturing company, as much as saying Porsche and Ferrari don't make amazing cars (in their own avenue). I'll bet anything there's a company store at General Electric where I can get t-shirts, coffee mugs, and baseball caps. Does that make General Electric a lifestyle brand? I think not.
What this video is about is a well-scripted attempt to marginalize Tesla Motors and sway broad market interest away from the vehicle. I know one Tesla owner who went from a Toyota Camry to his Model S, and there are several people who have incomes near $45,000 a year who have written their
stretch stories. I left a Chrysler Cirrus in my rear view mirror. People who sit down and bother to write a Total Cost of Ownership analysis between a Model S and a Honda Odyssey aren't also thinking "and what a steal on those $65 golf balls!" This is the "hook" or intrigue of the video. Otherwise, it'd be no different than learning that the corporate HQ store of Maytag in St. Joseph, MI is now selling the fabled "Maytag Man" blue poplin jacket and hat, or that John Deere has a new line of
children's clothing for sale at Amazon.com.