So, some people feel that Tesla is overvalued and won't have the same success long term. However, I'm not one of those people. I think Tesla has an incredibly powerful marketing tool that is allowing them their success and will sustain it. Desirability. Tesla has instilled desirability in it's product and in it's image that I feel is causing a lot of their success. Desirability is a huge marketing tool to me and generally the basis for why consumerism works. I feel Tesla fused some of this desirability in itself but is also lucky due to circumstances. The big seller and second model for Tesla is the Model S. They have created an all electric, luxury appointed, sporty, and sexy car. That sentence just sounds desirable. So Tesla put these values in their selves and have made their car very desirable already. It just so happens that environmental friendliness is in vogue right now and people like to be part of something. So Tesla by circumstance also sends a message that you're part of the "in" crowd of green thinkers. You make your own image better by having this car. So, these factors all in unison create the "need" for a Model S. It is a car that people aspire to and really pine over.
So, I think Tesla has an incredible marketing strategy that will sustain them into the future. I don't necessarily mean their specific advertisements or campaigns but, the air of desirability they create. They have made their product something you have to have and they are selling great because of it. Human nature is a large part of what I think makes Tesla successful. Some envy for a product could go a long way in changing someones motivations. Something that someone has to have really sells itself.