Tesla -- The Experience -- A Review

Tesla is the next Apple.  That's certainly what it feels like.  Same obsessively innovative products.  Same obsessively clean "user-friendly" products.  Same obsessively rabid customers.

I am now one of them.

Saturday morning, I picked up my new Tesla S -- after waiting about 6 weeks from the time I ordered  (the picture below shows my joy at pick-up time -- wearing a shirt that my kids don't want me to wear ever again, especially when driving the car -- "daddy, that looks like the kind of guy who loves their car more than their kids!").

Here's my review of the entire Tesla customer experience from start to finish.  I absolutely believe it is a digital media/technology story and relevant to all of us on many levels.  This company is disruptive.  Defines disruptive.

First, why did I buy a Tesla?

I saw one -- drove one -- wanted one.

I justified the overall price tag by reminding myself that Teslas are eco-friendly -- am doing something for the environment.  I justified the overall price tag by reminding myself that I now will be able to use the HOV lanes on my long commutes back and forth from San Diego to LA for my new gig as CEO of Manatt Digital Media Ventures.  I justified the overall price tag by reminding myself that I no longer will need to buy gas (saving at least $400/month) and will receive both a $7500 federal tax credit and a $2500 state rebate.

But, most of all, I simply wanted one.  Let's be honest here.

I made my first call to Tesla on April 17th -- connecting with product specialist and sales team lead Sean LaFond.  This first conversation began a different kind of customer relationship and different level of customer engagement than I believe I have experienced for any kind of product.  Sean simply was a very different kind of car sales specialist.  He was deeply knowledgable.  He was engaging and patient.  He was incredibly helpful.  And, most importantly, he was filled with pride and passion for what he does ... what Tesla does ... and what Tesla and its products represent.  Sean clearly felt empowered and privileged to be part of the Tesla family.  Very Apple-like indeed.

Sean and I interacted throughout my six weeks from start to finish.  He walked me through my initial configuration and online purchase (yes, you purchase this car online -- there are no dealerships, only showrooms).  He helped me with my ongoing questions (I had several).  He introduced me to all of the various personalities involved in my Tesla experience team.  And, once he did, they frequently reached out to me -- called me!  In addition to great guy Sean, there were "Credit Specialist" Mark Paul (financing), "Inside Delivery Experience Specialist" Vassha Lutchman (my personal Tesla ambassador) and, finally, Mike Cornwell  and Christina Breitenberg-Scavuzzo who brought it all home when I picked up my car on Saturday (Mike and Christina are pictured with me below in a very Elon Musk-like pose).

Again, these were real people.  These were people who really cared.  It was a very personal experience.

When I ordered my car 6 weeks back, I was given an estimate of time for start-to-finish -- a possible mid-June date was given.  I pushed back hard -- really wanted my car prior to my upcoming big bday (those who know me, know what that number is).  My update about one week ago was a pick-up date on June 7.  But, then, on Thursday, I received a call from Vaasha -- she left a message with "good news."  Good news indeed.  I picked up my car June 1.

(Below is a picture of my two kids, Hunter and Luca -- Hunter holding our new dog Cooper -- in the San Diego service center).

By now, you likely know all about the Tesla Model S.  It is beautiful in virtually every respect.  One of the most beautiful high-performance cars on the road today (I chose black) -- you will not believe the car's power and acceleration until you drive one.  The future of electric cars is here now.  That's what the Model S represents.  The interior is dominated by the large tablet-style screen in the middle -- incredible.  Not just a gimmick -- it is a highly functional and efficient work of art.  And, of course, Tesla is the first car company to feature continuous automatic software updates during the ownership of your car, meaning that your overall feature set and experience never become obsolete (even if the battery ultimately may be).  You can even download an app to remotely control certain actions (such as cooling the interior of your car) and to access certain critical diagnostics (most importantly, amount of charge in the battery).  Need to know where the nearest charging station is?  There's an app (multiple apps, actually) for that!

Do I have some quibbles with the Tesla S and my overall Tesla experience?  Of course.  First, for a car that aims for perfection, I was surprised that there were no auto "comfort-doors" that gently pull the doors inward to close with a light touch (I had this technology 8 years ago in my BMW 750Li).  Instead, old-world slamming is necessary.  Second, the overall interior definitely feels a bit cold and tech-y.  Don't get me wrong, I generally like it.  But, other luxury cars certainly are "warmer."  Third, Tesla definitely is experiencing some growing pains (which, by the way, is a very good thing; I'd rather have growing pains than the alternative -- Tesla is no Fisker).  Here's an example, I was originally told my car would be available on Memorial Day (May 27), but then subsequently was informed that the May 27 date was mistaken (which then took me to the June 7th date -- which then, as indicated above, pleasantly moved back to June 1st).  And, in the final two weeks -- and for the first time -- a few of my phone calls and emails languished uncharacteristically for a couple days (which led to some frustration on my part and a candid conversation or two).  One more thing, my delivered car was not flawless.  I noticed a small "ding" on one of the doors.  And, on pick-up day at the end of my "guided tour" of my new Model S, my Tesla team informed me that the detailing team was unable to remove a few water spots from the hood of my car.  They reassured me, however, that Tesla would take care of those issues on their dime and at my convenience.  So, "what, me worry?"  Not a chance.

Those are fairly small quibbles in the scheme of things and in an otherwise transformative car buying experience.  Just like Apple disrupted the technology business and consumer hardware, Tesla is disrupting the automobile market.  Brilliant technology, driven by brilliant design, passion and dedication to the cause of great customer experience.  And, oh yes, to the cause of accelerating adoption of electric cars for the sake of the planet.

I firmly believe that this is just the beginning for Tesla -- and the beginning of the Tesla revolution.  This really feels like Apple back in 2002-2003 when it had just introduced the first iPod and launched iTunes.  And, if Tesla performs anywhere near Apple, then all of we believers will be pleased.  Very.  In myriad respects.  Lines will be out the showroom doors -- just like Tesla cars are lining up all around San Diego (I am seeing them everywhere).

My kudos to Elon Musk and the entire Tesla team.

I am a believer.  So much so that I didn't just buy the car, I also bought the stock 6 weeks back.  Am pleased to own a small piece of what Tesla represents.