Tesla has spent the past year expanding the reach of its vehicle lineup. In October 2025, the automaker introduced Standard versions of the Model 3 and Model Y in the U.S., starting at $36,990 and $39,990 respectively. The lower-priced models arrived shortly after the federal EV tax credit expired on September 30, 2025, removing an incentive worth up to $7,500 for eligible new EV buyers.
Against that backdrop, new YouGov BrandIndex data shows that several of Tesla’s brand health metrics have improved in the past 12 months.
Tesla’s Impression score improves but remains negative
Among all U.S. adults, Tesla’s Impression score – a net measure of whether consumers have a positive or negative impression of the brand – stood at -20 in September 2025. However, it has risen by 14 points since then and now stands at -6.
However, it should be noted that the score remaining below zero means that negative impressions of Tesla continue to outweigh positive ones.
Tesla’s Consideration score rises overall, doubling among higher-income Americans
Tesla’s purchase consideration has also increased over the past year. Among all U.S. adults, the share who say they would consider the brand when next in the market to purchase rose four points over the past 12 months – increasing from 5% in September 2025 to 9% in September 2026.
However, breaking the data down by household income reveals notably different levels of consideration.
Among higher-income Americans – those with annual household incomes of $150,000 or more – Tesla’s Consideration score has doubled from 9% to 19% over the past year.
The scores also doubled among middle income Americans, albeit starting from a much lower base. Households with incomes between $50,000 and $149,999 saw consideration increase from 4% last September to 9% now. Lower-income Americans (earning less than $49,999) saw a trebling in consideration – with scores rising from 2% to 7%.
Tesla gains consideration among vehicle owners whose household’s primary automobile has a gas engine
Tesla is actively targeting owners of gas-powered vehicles – since last autumn customers trading in a gas or hybrid vehicle for a new Tesla have been eligible to receive 2,000 miles of free Supercharging.
Among the7% of American adults who would consider Tesla when next in the market to purchase a car, more than two-thirds (68%) say their household’s primary automobile has a gas engine. This makes this by far the most common engine type among considerers. By comparison, 13% say their household’s primary automobile has a hybrid engine, 10% an electric engine and 9% a diesel engine.
Over the past 12 months, the EV automaker has made significant gains in consideration among gas-engined car owners – with scores doubling from 3% in September 2025 to 7% in September 2026.
Perceptions of Tesla’s value improve among gas-engine vehicle owners – but remain negative
There has also been a notable shift in this group’s perception of Tesla’s value for money, with the brand’s Value score improving from -28 to -17 in the past year.
But, as with Tesla’s overall Impression score, while the direction of travel is positive, the level of the metric is still not. A Value score of -17 remains negative, more people with gas-powered cars still have poor perceptions of Tesla’s than have positive views.
The automaker is gaining ground with a broader range of American consumers. Whether these improvements continue will become clearer as the brand’s newer, lower-priced models spend more time in the market.
Methodology:
YouGov BrandIndex collects data on thousands of brands every day. Tesla’s Impression score is based on the question: Overall, of which of the following brands do you have a POSITIVE/NEGATIVE impression? Its Value score is based on the question: Which of the following brands do you think represents GOOD/POOR VALUE FOR MONEY? Scores are reported as net scores from –100 to +100, based on daily surveys of US adults.
The Consideration score is based on the question: When you are in the market next to purchase from one of the following brands, from which of the following would you consider purchasing? Scores are reported as percentages, based on daily surveys of US adults.
Data is weighted using a propensity scoring methodology with targets from the American Community Survey (ACS) to ensure representation by age, gender, race, education, and region. Figures are shown as a 12-week moving average between September 23, 2025 – September 21, 2026.
YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures are drawn from responses collected between September 2025 and September 2026, using a 52-week dataset updated weekly. Data is nationally representative of adults (18+) in the US and weighted by age, gender, education, region, and race.
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