Results from a recently published survey have just offered the EV world a very detailed insight into the current Tesla community. Conducted by Christian Prenzler of Prenzler Digital Media, the study asks a series of questions to a significant number of Tesla EV owners. The Owners Survey has been conducted annually since a year after the Model S’s launch. This year, Prenzler acquired 296 responses to 22 questions. The study acts as a fairly accurate description of the luxury EV brand’s consumer base. It only has a 6 percent margin of error, based on the sample number represented.
This paid survey breaks in nicely by introducing us to the average Tesla owner. It is an intriguing batch of information when you consider that the firm stands to drastically add new owners to the club with its affordable Model 3. For those currently part of the near 400,000 Model 3 depositors, and for those who think they might buy a Tesla soon, the published survey serves as a good idea of the community you’d be joining.
What is the Tesla EV owner like?
Should you at any time spot one of Tesla’s alluring luxury EVs on the road and wonder who the owner is, here’s a little insight into the likely person behind the wheel. That person is probably a male between the ages of 35 and 50. Only 18 percent of the car brand’s buyers are female drivers.
The cost of a new Tesla
If you were wondering how much the EV costs, based on the sample size, the average owner bought their Tesla for around $99,700. That figure alone shows us that the sample is clearly skewed toward Model S owners as Model Xs range much higher in price. Indeed, 93 percent of the sample were Model S owners. This makes sense when you consider that the Model X has only been out for around 7 months.
Nearly 9 percent of the sample has bought other cars that cost more than their Tesla. For 91 percent, their EV is the most expensive vehicle they’ve ever purchased. Interestingly, that figure has risen by 65 percent over the last three years. This suggests that owners mostly aspire to the brand and that the company is quickly shaking off the “rich man’s toy” status that’s been following it around for years.
Can I afford a Tesla?
You may at some point wonder whether you too could afford yourself a Tesla . Well, according to Prenzler’s study, Tesla owners make around $271,000 a year on average. Between the higher earning buyers and the lower earning group, there is a mean $4,500 difference in what they paid for their car.
What is most comforting for Tesla should be its consumer satisfaction. A convinced 76 percent of the sample has sworn off gas-powered cars while 24 percent would still consider buying a car with a combustion engine. Understandably, it was the higher earning side of the sample that was inclined to being unhappy with their cars. The lower income owners where mostly thrilled with their purchase. A whopping 92 percent of the sample said it would buy another Tesla.
What is most interesting about the survey is that it also helps out figure out who the average Model 3 buyer is. The results show that 55 percent of the sample either plans to buy or has already bought a Model 3.
The release from Prenzler Digital Media shows that there is clearly an overall sense of satisfaction among Tesla owners. It has only risen over the last couple of years and the car brand has become more and more inclusive as it grows. However, the average Tesla driver still makes far above the average car buyer’s yearly income, and it seems that more than half of the Model 3’s owners will be from the firm’s existing consumer base.
Ever year, Christian Prenzler’s work helps us take a clear look at how the Tesla Motors community of owners is evolving. For insights into previous years, you can click here.