Can Tesla still be cool if it’s a rental car? Apparently, yes

p 1 Can Tesla still be cool if its a rental car

On Monday, rental automotive firm Hertz introduced it had positioned an order for 100,000 Tesla autos, which might increase electrical autos to about 20% of its world rental fleet. For Tesla, the deal represents about $4.2 billion in revenue, and the information despatched its fill up by nearly 13%. It additionally boosted the electrical automobile firm’s market cap across the $1 trillion mark for the primary time.

The funds of the deal excited buyers and Tesla followers alike, however there was one factor lacking amid all of the jokes and public celebrations: What are the model implications for Tesla—the good, hottest, cult automotive model of the twenty first century—being tied so publicly to an old-school, automotive rental model that hasn’t had a cultural second since O.J. Simpson was running through airports? The identical Hertz that declared chapter in Could?

Tesla is a model that has defied all conference and develop into probably the most iconic (and polarizing) in widespread tradition by pushing boundaries—in automotive tech, in how automobiles are offered and serviced, and in how its CEO interacts with the general public. A tweet from Elon Musk has develop into as impactful as one of the best Tremendous Bowl advert.


Rental automotive fleets, however, are sometimes the least attractive, least thrilling automotive fashions. Nobody’s leaping up and all the way down to climb into that Chevrolet Impala, but it surely’s dependable and can get you to your resort from the airport with none hassles. If most rental fashions are the khaki pants of automobiles, Tesla is both including its Supreme cachet to the combo, or diluting its hard-earned cool on the best way to turning into Von Dutch.

There weren’t a lot of doubters amid Tesla’s document day. “Hertz isn’t going to convey Tesla down, as a result of the Tesla model is simply too sturdy for that,” says Vann Graves, govt director of VCU Brandcenter. “And since Tesla focuses on future-forward considering, it leads customers to suppose they’re going to convey a few of that innovation to the rental market. They might not, but it surely injects new vitality into an outdated mannequin and trade. Any form of transfer like this, persons are going to observe.”

In truth, Tesla’s getting a utterly new form of advertising and expertise associate. Hertz launched new adverts starring Tom Brady and Tesla on the identical day that the automotive deal was introduced, and stated it would be putting in hundreds of EV chargers throughout its community. For anybody who has complained that Tesla didn’t interact in its personal advertising (like, um, me), now Tesla will get the good thing about a giant model marketer with out having to develop into one itself. For followers of Tesla, spreading the phrase, getting greater and extra widespread is a excellent factor, a affirmation of their very own good style, of their prescient guess on the long run.

“You’re actually placing a Tesla in additional individuals’s palms, and giving them a probability to get used to a degree of know-how and luxury perhaps they’re not used to having,” says Graves. “You’ve simply opened the door and made each Hertz a Tesla showroom.” In addition to doubtlessly a supply of recurring income past refreshing its fleet. The host of the favored Tesla Every day podcast was already speculating on the potential of Hertz advertising an upsell to Tesla’s Full Self-Driving mode, with the 2 firms splitting the income.

Perhaps that is the streetwear technique additional transferring into the automotive market. However as a substitute of a limited-edition Adidas VW or Paul Smith Land Rover, that is two associated manufacturers giving one another a increase in several methods. An automotive model of Supreme x Champion, maybe, which beginning again in 2010 utterly reinvigorated the latter attire maker.

Manufacturers of all stripes, past simply trend, are utilizing one another to faucet into new audiences. Witness the Trolli Xbox or Cheetos Flamin’ Hot Mountain Dew. Although the stability of cool right here is much from equal, Hertz has scale and the flexibility to unfold the Gospel of Elon.

“Tesla is a model and Elon Musk is a model, there’s a buzz that comes with that,” says Graves. “If this was about simply one other automotive firm, nobody would actually care. It wouldn’t be on the information, and we wouldn’t be speaking. However as a result of that is a model that takes dangers, and is keen to take dangers, and has the swagger to do it, it’s a win–win for each firms.”