Not Sicko Mode, Dog Mode

The new Tesla commercial shows a simple solution to a serious problem. Hundreds of dogs die a year from heat exhaustion from being left in parked cars and partly rolling down the windows does not fix it. Often, the animal goes unnoticed, but there are also many instances where people walking by who see will break the windows to rescue the animal.

Introducing dog mode.

Dog mode is a never before seen feature that allows dog owners to control the temperature inside their car while displaying a message to not worry for people walking by. The screen on the dashboard displays the moderated temperate in the car with the message “My owner will be back soon.” The short commercial shows the owner turning on dog mode as she leaves the dogs in the Tesla to quickly run inside. The message appears and the dogs roam

around comfortably while changing positions signaling time is passing. The target market for the Model 3 Tesla are those in the upper middle class who are financially stable.

They care about gas consumption as well as style and status. However, the style should not sacrifice safety so the vehicle is equipped with the newest and safest technology (like dog mode). Lastly, they like to have control. Consumers can personalize their Model 3 on the Tesla website customizing things from color, tires, and autopilot and thus control the price.

Tesla’s brand insight is to create an electric vehicle that will take away all the driver’s worries. The Model 3 can go longer distances than other competitor’s electric cars, it can drive itself, and now the driver’s dogs are safe too. They focus on practicality while still being a luxury car. Tesla designs features that no one else has, like dog mode exemplified by this commercial. The insight leads to the objective of the Model 3 by being an affordable luxury vehicle designed for the everyday man or woman. The Model 3 begins at $35,000 and can increase depending on the add-ons selected like color and autopilot.

Tesla’s brand positioning is that they are like no one else when it comes to combining luxury and practicality through technology. With the Model 3, they are adding affordability into that mix. Technology gurus go crazy over the vehicles as the company consistently releases never before seen features. In 2017, Tesla won as the most innovative brand in the US and they are still carrying on this reputation in 2019. For perspective, the runners up for the award were Disney, Apple, and Amazon.

The commercial made me smile as a dog lover. I am happy that the company is taking on the safety of animals to help dog owners rather than blame them for irresponsibility. A huge strength of the commercial is highlighting dog mode as a feature no one else has. It also shows how easy it is to use. The camera never leaves the car so the audience takes the point of view of the dog. We wait comfortably together and the commercial ends when the owner returns. The audience is never shown the outside of the vehicle like other car commercials as it highlights the innovative feature.

An obvious weakness is that this commercial will not impact the viewer if they are not a pet owner. It would not benefit them, but it is still cool to see. Another weakness is that dog mode does not necessarily add anything to the car. It’s a creative feature but does affect the actual performance of the vehicle in the long-run.

*ADDITION ON APRIL 10*

Good news! Dog Mode works!

I am in a Facebook group that posts photos of random dogs to make others in the group smile. This post in particular caught my eye proving that Dog Mode is both appreciated by the owner, and effective in reassuring dog-lovers passing by. Hailey Stone, the person who posted her Dog Mode finding, starts with how she was ready to break in to save the dog. Dog Mode protects both the dog, and the car. She hadn't seen this before, but seemed happy with her finding and that the dog was safe.