You might not realize this, but I have a lot in common with Elon Musk. Yes, the billionaire Tesla mogul and I share several things that might surprise you, including:
1. Fascination with space, and Mars in particular. Like Musk, I want to die on the red planet. Unlike Musk, I’d be fine if it happens on impact.
2. Captivation with musician Grimes. In an odd pairing, Musk has been romantically linked with the avante-pop artist. The only stranger coupling might be Grimes and, well, me.
3. Obsession with Tesla. The company Musk started has revolutionized the automotive industry. And I have fallen under its spell. Last year, with the introduction of the new Model 3, I became a Tesla owner.
So I bought a car.
A car that I had never seen in person.
A car that I had never taken for a test drive.
A car that, though marketed as “affordable,” still required a significant financial investment (which may or may not have included selling my own organs on the black market).
And I bought a car entirely online, without once setting foot into a showroom or dealership.
Why would someone do this? How did Tesla inveigle me to make such a decision? Am I an idiot?
(Quite possibly, I am an idiot.) However, not only am I driving my dream car, but buying it was a dream come true.
Because Tesla and Musk have not only reinvented the driving experience, they’ve reinvented the brand experience. They have created one of the easiest, most rewarding, most satisfying buying experiences of my entire life.
Full disclosure, I am not an Elon Musk fanboy or apologist. I don’t worship everything he does. Nor will I defend his baffling Twitter rants. Nor will I follow him blindly into whatever subterranean tunnel he’s drilling next. But I cannot deny that the man makes a damn cool car.
Ever since I was three years old, I’ve wanted my own spaceship. The Model 3 is the closest I may ever come to realizing that dream. Tesla’s luxury sedan, the Model S, remains far outside the stratosphere of my budget. When Musk unveiled the Model 3 on April 1, 2016, I feared I was the victim of a cruel April Fool’s joke. A completely electric car, at an attainable price point, that actually looked cool while being practical … what kind of idiot did he think I was?
(As I’ve already posited, I am that idiot.)
Here was something I had to have.
And that is the genius of Tesla.
When was the last time an American car generated this much buzz? The DeLorean?
What about that car Tucker made? Or the Edsel? Or (obligatory Simpsons reference) “The Homer?” We know how well those cars performed. Here we have an American-made car (the most American-made car Tesla has ever produced by all estimates), that has people salivating.
And waiting.
So much waiting.
I reserved my Model 3 on January 3, 2017. I placed my order for the car on July 3, 2018. I took delivery on July 24, 2018.
That’s 567 days from reservation to revelation. 567 days. Is a car – or anything – really worth the wait?
Yes, yes it is.
As amazing as driving the car is, and it is amazing, the process of buying it was just as amazing. Here’s how Tesla revolutionized the buying experience:
ANTICIPATION
They made something irresistible. Then they made it so good you didn’t mind waiting for it. Never underestimate the patience and persistence of consumers when you have something they want. This kind of zealotry is usually reserved for Steve Jobs-era Apple products, Kardashian-esque reality TV stars, and enigmatic cult leaders.
EASE OF ORDERING
A user-friendly web experience that only took minutes to complete, including the credit check and financial arrangements. No negotiating. No haggling with a stereotypical car salesman arguing over hidden costs. You design the car you want right on the screen. A few clicks later, you’re that much closer to driving nirvana.
FULFILLING THE PROMISE
Taking delivery of the car required two brief phone calls with a Tesla service representative. The phone calls lasted less than 3 minutes each time. You arrive at the dealership. That term doesn’t do the place justice. It is a showroom. A gallery. Clean, modern, sophisticated, simple. Top shelf one-on-one service makes you feel like you’re an expert after a mere 30-minute tutorial.
Then, you hit the road in the car of your dreams.
To be honest, it’s so easy, you get a little worried that you’re missing something. Or forgetting something. You’re not. They made the buying process effortless, and unlike anything you’ve ever experienced in the world of automotive brands. Just like their cars.
While we cannot expect other brands to be like Tesla, there is a vital lesson to be learned. Create things that consumers want. Make it easy for them to get it. And over-deliver at every step of the process.
And when it comes to the Tesla Model 3, I’ll let the words of Ferris Bueller take it from here. “I love driving it. It is so choice. If you have the means, I highly recommend picking one up.”
Want to help your brand deliver an experience like Tesla? Contact Matt Fey at mattf@jschmid.com or 913-236-8988 to schedule a test drive. (He won’t make you wait 567 days.)
Tags: buying experience, Customer Experience, customer journey, Elon Musk, Matt Fey, Tesla