What leads you to choose one product and not another?
Lets drill down further for the answer.
“People don’t want a 0.5 millimeter bit. What they want is a hole of 0.5 millimeters.” – Theodore Levitt.
Theodore Levitt said “People don’t want a 0.5 millimeter bit. What they want is a hole of 0.5 millimeters.” Does this mean that drivers don’t want an electric car, they just want to move around without damaging the environment as much?
If so, why do some prefer a Tesla? Why not choose a Nissan as they have been making electric cars for more than 30 years? Perhaps they haven’t been told about them. Or maybe some people are keen to see themselves reflected in the prestige of the Tesla. The cachet of Musk Universe.
It’s not what you buy, it’s what that purchase does for you.
An interesting side note: Tesla has secured this cloud-busting market position without the help of advertising. Instead spending millions to send a car into space. But that’s another story.