'Other brands should be a bit more Tesla’

Editor-in-chief Steve Fowler thinks Tesla should be praised for its original approach to selling cars

Opinion Tesla steering wheel

Okay, so we probably won’t get the Tesla Model S’s Knight Rider-style steering wheel in the UK, but it’s another example of the brand’s way of thinking. Can you imagine an established car maker putting something like that into one of their most popular models?

In advance of the latest Tesla financials release, I was asked to comment on why it’s doing so well. And my answer was simple; it doesn’t think like a car company.

From the design and engineering of the cars to the way they’re all sold online (4pm on a Tuesday is, apparently, peak Tesla buying time), Tesla’s clean sheet of paper approach has been a breath of fresh air for the car industry. Sure, there have been bumps along the way – not least as my phone has just rung with news of a friend of a friend having problems with his new Model 3 – but Tesla does things differently and other brands could do well to ‘be a bit more Tesla’.

Even when we hear of car companies putting software at the heart of their future, it feels like they’re paying lip service to the idea. Car companies do things a particular way, because that’s the way they’ve always done it. And many are – wrongly – applying that to the latest tech, too.

Tesla’s approach has not only given it an advantage in the EV market, it’s also enabled it to bring safety tech, for example, to market quicker and better than rivals.

And do you know what else I like about the firm? It does it with a sense of humour that comes from knowing that there’s more fun to be had in and with cars than just driving them. So why not enable your car to let you watch a movie or play a video game – at an appropriate time? What else is there to do while sitting in a car park waiting to pick up the kids?

What’s just as exciting as watching what Tesla is going to do next and seeing how rivals react, is knowing that there’s bound to be another Tesla out there we don’t know about yet. But rest assured – as soon as we do, you will, too.

Let us know what you think of Tesla's strategy in the comments below...

Recommended

Electric cars in the UK: are we ready for the EV revolution?
Electric cars in the UK: are we ready for the EV revolution?
Features

Electric cars in the UK: are we ready for the EV revolution?

We take an in-depth look at how the UK is getting ready for the switch to electric
14 May 2021
'Judging by 2020's stats, demand for EVs is growing'
Opinion - electric cars
Opinion

'Judging by 2020's stats, demand for EVs is growing'

Steve Fowler finds some positive all-electric figures from a year of sales doom and gloom
13 Jan 2021
‘Your car may not be the most efficient tool for your new, lower-mileage life’
Opinion

‘Your car may not be the most efficient tool for your new, lower-mileage life’

Mike Rutherford thinks now is the perfect time to re-evaluate your modes of transport
20 Dec 2020
Pester power from kids pushes parents towards electric cars
News

Pester power from kids pushes parents towards electric cars

More than half of UK children want their parents to make the switch to an electrified car
27 Oct 2020

Most Popular

Next-generation Range Rover Sport to get racy new look
Range Rover Sport render
News

Next-generation Range Rover Sport to get racy new look

Our exclusive images preview what the upcoming Range Rover Sport could look like
12 May 2021
New 2022 Dacia Bigster to move budget brand into large SUV market
Dacia Bigster - front (watermarked)
Dacia

New 2022 Dacia Bigster to move budget brand into large SUV market

The Dacia Bigster SUV will arrive with value in mind, but hybrid tech will also appear. Our exclusive images preview how it could look
14 May 2021
New Cupra Leon 2021 review
Cupra Leon - front
SEAT Leon Cupra

New Cupra Leon 2021 review

The new Cupra Leon shares much with the VW Golf GTI Clubsport, but is more focused and cheaper
13 May 2021