Survey: 92% Of Tesla Owners Will Buy Tesla Again, 55% To Purchase A Model 3

1 year ago by Mark Kane 26

A Tesla Model S Refresh Doesn't Appear To Be On The Horizon

Tesla Model S

Tesla Model 3

Tesla Model 3

A Prenzler Digital Media survey found that of 296 Tesla owners (mostly Model S – 93%, and 7% Model X), 92% of them would buy another Tesla – a result which is up from 81% noted in 2013.

Maybe even more interesting is the EV owners reaction to being asked if they would return to the internal combustion engine.

According to the study average Tesla owner:

  • makes $271,000 (which is actually down from $290,000 in 2013)
  • is between the ages of 35-50
  • 88% of owners are male
  • For 91% of owners, this is the most expensive car they have ever purchased
  • only 24% of owners would consider purchasing a gas powered car again
Tesla satisfaction survey (source: Prenzler Digital Media)

Tesla satisfaction survey (source: Prenzler Digital Media)

Tesla Model 3 Debuted March 31st, 2016 - 215 Miles Of Range, From $35,000

Tesla Model 3 Debuted March 31st, 2016 – 215 Miles Of Range, From $35,000

Of the ~300 owners taking part, 55% of them plan on purchasing Model 3, or have already placed a reservation.

More findings:

Vehicle Characteristics

Vehicles equipped with larger battery packs show higher rates of non-routine service: 59% vs. 45% on pack sizes below 85kWh. 93% of vehicles surveyed were Model S’s and 7% were Model X’s. The ASP gap is lower than the actual pack cost differences, meaning that some customers may choose to equip their vehicles with the smaller battery pack in order to add other options.

AWD vehicles show less than average non-routine service, 42% vs. 55% average. AWD vehicles are newer compared to RWD vehicles, leading to less maintenance and higher quality production (Tesla has also spoken to improved processes and less maintenance with newer builds).”

Value of a Battery Upgrade

When asked the question: “What would you pay for a 30% battery upgrade?”  80% of owners said they would upgrade. Those 80% of owners said they would pay on average $200/kWh** in upgrades. Owners who have owned their car for 2.5+ years would pay more than newer owners for an upgrade ($230/kWh vs. $195/kWh). By allowing owners to think of the upgrade in a general sense, we were able to gauge the current market value of a battery pack upgrade. The $200/kWh is remarkably close to the estimated production cost for Tesla (Probably lower and is seeking to reach $160/kWh with Gigafactory 1).

**The upgrade was a 25.5 kWh upgrade (30% upgrade for a 85kWh pack). Owners not interested in an upgrade were not included in the average. ”

Owners Over the Years

While satisfaction was consistent over the age of the buyer (age referring to length of ownership), three key differences were found. Buyers that have owned a Tesla for over 2 years were less likely to purchase a gas vehicle again (5% difference), and more likely to purchase the Tesla Model 3 (5% difference). 65% of the oldest owners (roughly 2.5+ years) were planning on purchasing the Model 3, 10% more likely than the average of all owners.

An additional point of interest is the increase in leasing with newer owners. Of new owners within the past three months, leasing is now at 18% compared to 3% three years ago. The increase in leasing is mostly due to Tesla increasing the focus on the program in marketing materials and Tesla continuing to make leasing more affordable.”

source: Prenzler Digital Media via Teslarati

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26 responses to "Survey: 92% Of Tesla Owners Will Buy Tesla Again, 55% To Purchase A Model 3"

  1. Eco says:

    Good article! I’m not a Tesla owner (yet) but I can’t imagine ever buying a gas car again.

    1. Hauerg says:

      Same here.
      The 2 Volvos (wife, daughter) should be good for another decade. 😉
      I’ll be driving company cars for another 7 years and then ….

    2. Jeffrey Songster says:

      I completely agree about never buying another ICE mobile ever again. The 2 LEAFs that we have are the quickest, smoothest driving vehicles we’ve ever had for zipping around the SF Bay metro area. As more DC FCs are added the practicality of the small battery EVs increases. For Tesla folks as they increase their destination charging and doubling the number of SuperChargers… makes their cars the best choice for long distance cruising. Never going backwards.

  2. PK says:

    “only 24% of owners would consider purchasing a gas powered car again”

    Only? A quarter of all users seems like a lot to me.

    1. quartzav says:

      When you are talking about all the other ICE categories of truck, cargo van, two-seater hardtop coupe, stretched limo…etc. which do not have an EV choice as of yet. It does not seems to be a lot anymore.

    2. Speculawyer says:

      Seems low to me considering the price of a Tesla and the very limited choice of body styles.

  3. G2 says:

    24% of Tesla owners ‘would’ consider getting an ICE car again??

    I own a first generation, short ranged, BEV (a LEAF) and I wouldn’t ever consider another ICE.

    Guess there is no pleasing everyone.

    1. Michael Will says:

      Same here – after owning VW e-Golf since January 2015 with only 86 mile range EPA and having rented a real model s from services like getaround.com and turo.com for longer road trips twice I would never ever put money towards a gas car again. Just feels as ridiculous as handing in my iPhone for a landline. If at all but a used older one as a second backup car while waiting for model 3 or larger electric vans, but no way I would buy a new gas car in 2016, just doesn’t make sense to me.

      So yes the 24% is surprising me as high also.

      Also keep in mind how cheap it is to own the lower range electric cars, leases are so cheap that after not having to pay gas and oil changes and smog checks they pay for themselves – check it out on http://ev-vin.blogspot.com/2015/12/current-lease-offers-for-selected-2015.html also linked on my name.

      Michael

  4. Bevo says:

    Having owned a Volt and Leaf for going on 3 years now I find that in the conversation with ICE owners regarding EVs the final say in the comparison between EV vs. ICE is the insanely high owner satisfaction. Asking the opinion of folks who genuinely don’t want to see EVs move forward has never made sense to me, especially when you see the 90%+ satisfaction dismissed. I actually have haters tell me how poor my cars are- the same folks who acknowledge they’ve never even ridden in an electric. It would be funny were it not so sad, for the life of me I can’t understand why folks with no skin in the game are so eager to protect Big Oil..

    “Rats in the maze, protecting the maze..”

    1. Anon says:

      People also vote against their own best long-term interests. No idea why, but it seems a common phenomena. 🙁

    2. Michael Will says:

      Just like my boss 1989 laughing at me: no one will ever use email for business. For some people change is hard to understand.

    3. Speculawyer says:

      For many people, change is hard. Even when it is change to something that is much better.

      They are just stuck in their ways. They don’t want to have to bother to learn anything new even though they don’t need to learn much and they will benefit from it.

      But change is going to come. More and more people are going to realize how nice and cheap to fuel EVs are. And many will discover the joy of an EV and PV combination . . . grow your own fuel on your roof! It is a great feeling of independence from big oil, oil exporters, the local utility, and even the tax man (it is hard to tax that sunlight hitting my roof and charging my EV).

  5. Get Real says:

    More evidence of the strength of EVs once someone has driven one and further shows the off-the charts strength of the Tesla brand and customer loyalty.

    Of course this is much to the chagrin of the shorters and haters that post their FUD here while lamely trying to counter this.

  6. stimpacker says:

    Dang, $270,000 average income.

    1. RaleighRon says:

      My thoughts also. Dang!

      1. jimstack007 says:

        Hey stimpacker, Income avg $240K, That may be because they made so much on the stock. I bought the stock in the beginning which is so far up 1200% and still set to double each year. It’s done as good as the car.
        I have a model 3 on order and drive a FOCUS EV and SOUL EV until the 3 is out. I already want to get the 4th generation car that is even smaller and less cost. I ride a bicycle most of the time when I’m not counting my Tesla gains.

        1. Spider-Dan says:

          If you have the kind of expendable income to be able to gamble many thousands of dollars in stock market speculation, then you’re probably not too far off from $240K income to begin with.

          And yes, if you were doing anything with TSLA stock prior to 2012 (short or long), you were gambling. There is no better word to describe such a position.

          1. TomArt says:

            Yep, a lot of people got lucky and were able to pay most, or all, of their Model S with cash from their stock gains. Given the early prices, and the growth the stock had, it did not take a lot to end up with a really sweet down-payment.

    2. TomArt says:

      Well, somebody must be affording all these BMWs and Audis, etc. – not surprising at all.

  7. Pushmi-Pullyu says:

    Some interesting statistics there, but critical reading needs to be applied to note where the article has gone beyond reporting facts to conclusions which are not supported by the facts.

    For example:

    “The ASP gap is lower than the actual pack cost differences, meaning that some customers may choose to equip their vehicles with the smaller battery pack in order to add other options.”

    Or maybe it means that many Model S and X owners sacrifice getting other options so they can afford the larger battery pack. That would be an equally valid conclusion… or rather, each conclusion would be equally invalid, since there are no facts indicating which is correct.

    In any event, we know that before the advent of the S70, sales were quite lopsided in favor of the S85 vs. the S60. I understand the S70 is capturing a higher percentage of more recent sales, but I don’t know what the portion is.

    1. vdiv says:

      Good point! It’s probably both.
      Not sure how statistically representative the 296 sample is.

  8. Alan says:

    The thing is, we don’t know what the long term reliability of a Tesla is and if it will cost and arm and a leg to maintain one after the warranty period. You can tell how concerned owners is over at TMC where a good 60% or more are considering getting extended warranty.

    I’m not even against Tesla as I put in that reservation deposit on March 31st.

    1. TomArt says:

      The only possible costs would be battery replacement and drive unit replacement. The latter should not be needed a vast majority of the time, ever.

      But if Tesla Motors managed to screw up something that simple, then it’s going to be expensive. It really shouldn’t be – EVs are very, very simple mechanically. Except for eventual pack replacement, there is no excuse for any other part of the drivetrain to be replaced within 3 or more times the full warranty+extension period.

  9. evnow says:

    It is very unclear how the survey was conducted and how credible it is. If this was a presidential poll – no one would take it seriously (538 would give it a very low rating).

    For eg. the overall 6% margin error, so many comparison break ups mentioned would be double digit margin of errors, making such comparisons dubious (like 5% difference between long term owners vs shorter term ones on getting a 3).

  10. Grady says:

    To the 55%ers planning on getting a model 3, I’ll gladly take your used model s off your hands when the time comes 🙂

  11. Priusmaniac says:

    55 % want to buy a Model 3 is actually calling for more questions. Do they want to replace their Model S with a Model 3 or do they want a Model 3 for their children that are about to get their driving license? 55% seem to be really a big percentage compared to the 25 to 30% I would have expected. Do they consider the Model 3 so cheap that they just buy it as a kind of bonus to their Model S? Do they want to collect a sample of each car model Tesla makes? More indication on the reason would be nice.
    What is not so nice is that reservations for non owners is going to take longer to translate into car delivery as a consequence since Tesla decided to give them priority, apparently no matter when owners reserved (months, years, decades after march 31).