From bringing their not-at-all-dealerships into luxury malls, to making luxury electric cars more financially accessible, Tesla has shaken up the auto industry in more ways than we can count. One equally important, yet perhaps less noticed way that Tesla has reshaped the industry is by Personalizing the Experience. When guests visit any of their showrooms, they’re able to digitally design the car, inside and out, using their touchscreen technology. Some models even allow guests to customize the center console with a quote, logo, or even special insignia. When they are ready to make the purchase, it’s as simple as pressing “order” and working with one of the team members to finalize the details. Once a customer gets their custom vehicle delivered, the options to make it unique continue. Beyond the normal remembering of of seat position, the car can also be programmed to “precondition” the car to a preferred temperature at the same time every morning as one gets ready to go to work, notifies owners through the app if there’s a faster route home than the one normally taken, and automatically locks the doors when it senses the driver walks away. In this case, mass customization is working hard to make the driving Experience more pleasurable all along the way.
In the time of COVID-19, what’s particularly remarkable for Telsa car owners is the attention to detail around their touchless service Experience. Tesla smartly uses technology to keep owners in the know based on the information guests provide. For example, three days before a service date, owners receive a text reminder with an estimate of the costs to be approved before the date of service so that guests can electronically approve it. On the day of service, there is intuitive signage and in addition to clear safety messaging, the app keeps owners up-to-speed on every step of their car’s service Experience. Plus, Tesla has eliminated the community lounge and instead is providing owners complimentary Uber vouchers. Asking, remembering, and then doing something about it creates an incredible Personalized Experience and Tesla does it well.