Does this sound like anyone you might know?
“Building Customer Loyalty Through a Common Enemy
One thing that helped set Apple apart from other computer brands was its ability to create an enemy in the minds of consumers. Renowned psychologist Henri Tajfel discovered that by establishing minor distinctions between two groups of people he could artificially create loyalty within the groups. Apple achieved this by targeting Microsoft as the foe, while also distinguishing Apple products as the anti-PC solution.
Tesla's enemies are vehicles with internal combustion engines and big automakers. Many EV drivers today derive an emotional
attachment from driving something that isn't your typical gas-powered car. Another advantage for Tesla is the fact that it offers customers something different: new tech from a new company. This is similar to Apple of days past, which offered a different tech platform than PCs and a small user base which identified with being "different."
How about this?
“Tesla is approaching a playground that previously only Apple played in. Take a look at Apple's products. The functionality is no better than competitors' products. Yet the company has managed to brand them as status symbols. Customers are perceived as sophisticated, technological, and elitist. Purchasing an Apple product means belonging to this high-end group.“
Tesla is approaching a playground that previously only Apple played in.
www.psychologytoday.com