, with the electric car maker's market cap exceeding Ford and GM combined despite selling far fewer cars than those giants.
The Palo Alto-based company doesn't do traditional advertising and is known for being secretive about its operations. But according to an internal brand positioning document created for Tesla by a marketing vendor and reviewed by Business Insider, Tesla wants to be seen as a lifestyle brand known for the high quality of its products.
The document shows how Tesla wanted to "empower" customers to manage their energy consumption, but stopped short of making heavy-handed references to "purpose" or the company's mission of helping the world transition to sustainable energy. Instead, the document emphasizes the quality and exclusivity of Tesla's products and potential savings of going electric with phrases like "maximize your economic benefit."
The key theme of the company's marketing is that Tesla makes "the best products in the world," designed to provide the "best experience ever" by way of greater energy independence. "Our cars are the safest, quickest cars on the road," the document reads.
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