What is “the white Tesla syndrome”?

Tesla has noticed that the proliferation of the white Model Y was a real marketing danger and found a workaround…

Now, on the highway, encountering a white Tesla Model Y has become a subject of mockery: “Look, another one who bought the entry-level Tesla“. Due to herd behavior or the high cost of optional paint (from 1300 to 2600 euros), many new Tesla customers are opting for the easy route: settling for the “free” paint of the moment. This allows for a car at a base price of 38,990 euros at the beginning of 2024.

The problem is that the “white Tesla syndrome” has become an informal and humorous term referring to the trend or phenomenon where, once someone notices a white Tesla, they then start seeing white Teslas everywhere.

This is not a real medical syndrome or psychological disorder, but rather an illustration of the “law of selective attention” or the “Baader-Meinhof effect.” This law describes how, once our attention is drawn to something specific, we tend to notice it more often, not because this phenomenon has become more frequent, but because our brain is now primed to recognize it. This can apply to any object, name, number, detail, or pattern once it enters our consciousness.

How to cure the disease?

Tesla, like many car brands, often offers its “base” or “standard” color at no additional cost, and for a while, white was offered by Tesla. This means that many customers opted for the cheapest version and therefore white.

The effect of primarily seeing white Teslas could reinforce this perception and perhaps even give the impression that the brand lacks diversity in its color choices, or that its more colorful options are inaccessible or less popular. This can impact brand image and how products are perceived by the public, even if the initial intent was simply to offer a color option at no added cost as an incentive to purchase.

But Tesla is aware of the counter-advertising phenomenon when the perception becomes too uniform or monotonous, which could drive away some potential customers. Tesla, like other brands, regularly adjusts its color options and pricing in response to consumer preferences and marketing strategies.

Thus, for several months now, the “free” color in France has reverted to black and white is now chargeable (1300 euros). In China, white was also free, but facing declining sales, black (synonymous with social status) is now standard. In the United States, Stealth Grey is free, while black, white, and others are chargeable.

Ah: do you know what the standard color of the Tesla Model 3 is? It starts with a B while black is charged at 1300 euros…

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