WHEN CUSTOMERS CARE ABOUT QUALITY BUT JUST NOT YET

Summary from the TLDR Marketing newsletter

Assembly quality was assumed to be a necessity for car sales, yet Tesla succeeded while delivering cars with issues. This illustrates the effectiveness of the brand’s positioning, as well as the importance of understanding what a brand actually competes against. Tesla’s product isn’t just a vehicle to get you from point A to point B, but rather a set of exclusive features that no other car brand offers.