The launch of the new Tesla Roadster generated media exposure valued at approximately 1.17 billion dollars in just five days. More than 97% of this impact was created by third parties (media, content creators, and the public), rather than by Tesla or Elon Musk. Even so, the study concludes that this brand awareness does not lead more people to purchase the models that underpin the brand's sales, the Model 3 and Model Y.

How much is the world's attention worth? In the case of the Tesla Roadster, unveiled on 15 October, the value is around 1.17 billion dollars. According to a study by innovation consultancy Instinct, this is the estimated value of the so-called Earned Media Value (EMV)—in other words, what it would cost to purchase in advertising the exposure that the launch gained for free across the media and social networks.

Summary of key indicators from 15 to 20 October:

The global reach was extrapolated from confirmed public data, including shares and content created by third parties.

A lot of attention, but little conversion.

The study's main conclusion is clear: being talked about is not the same as being chosen. The Roadster reinforces Tesla's image as an innovative, technological brand, but does not, in itself, persuade those considering buying a Model 3 or Model Y.

When making a decision, potential buyers place value on:

• battery warranty and durability;

• parts availability and repair times;

• price stability and resale value;

• ease of charging.

The Roadster's acceleration and spectacle take a back seat. The study also indicates that the awareness effect lasts for a longer or shorter time depending on the market and the strength of local competitors (in particular the US and China).

Study summary video:

A new way to conduct market research.

The study was conducted using artificial intelligence platforms, with review and editing by the Instinct team, following the market research methodologies the consultancy has been developing and applying for 14 years.

The analysis cross-references public market and media data with an exploratory qualitative component, carried out using personas and simulated conversations powered by artificial intelligence.

“Integrating artificial intelligence into the Human-Centred Design methodologies we have refined over the past 14 years radically transforms market research: we can now decipher consumers' true motivations with unprecedented speed and precision. Today, any organisation can anticipate market behaviour before making major investments.”

Nuno Ribeiro, Managing Partner, Instinct

Press contact: hello@instinct.pt · www.instinct.pt