[potatolicious]

> " if they do not care, they have no interest in optimising their milage. The messaging is mostly wasted."

Right, and Tesla's messaging is not about efficiency. Their messaging has overwhelmingly been "holy shit this thing is fast! And green! And exclusive and the crowning achievement of our conquering of science and technology!"

Which isn't that different from traditional sports car marketing, except the green part.

Getting people to be more efficient does not necessarily mean selling efficiency to them and rallying them around it. CFLs and energy-efficient lighting has essentially become commonly as a fashion, as opposed to any significant increase in people's desire to be green. But I couldn't care less - if people are installing CFLs in their homes I don't really care how much they care about their electrical footprint.

[lotharbot]

> "CFLs and energy-efficient lighting has essentially become commonly as a fashion"

I don't think fashion was a big contributor to early adoption. It was mainly the perception of saved money and frustration. Early CFL packaging often had a comparison chart showing the $30 you'd save on electricity versus using incandescent bulbs, and the 6-10 fewer times you'd have to change a burned out bulb over the next 3-5 years. It's not specifically that people care about "being green", but they do care about saving money and effort.