“Tesla Dating” Got 1,000 Signups in 24 Hours

A joke turned reality reveals the power of brand loyalty

Gia Gilmore
Aug 24 · 3 min read
Image for post
Image for post
Photo by Taun Stewart on Unsplash

Before anyone gets too emotionally invested in the prospect of meeting their equally electrified soulmate: a matchmaking app for Tesla owners doesn’t exist — yet. However, developer and eCommerce entrepreneur Ajitpal Grewal proved the creation of one could be successful.

His idea for Tesla Dating, a dating service designed exclusively for verified owners of Tesla electric cars, has already attracted 1,000 people eager to sign up.

It’s no secret that Tesla fans are like no other. To know of Tesla is to know someone with a Tesla— the company behind the innovative vehicles doesn’t advertise. Enthusiasm for Tesla Inc.’s technology forward, energy-efficient cars, and intrigue with its unconventional CEO Elon Musk, earns Tesla owners the label of the most loyal customers of any car company.

The tendency for Tesla owners to talk about their cars inspired Tesla Dating. When Grewal first came up with the idea, the app’s concept was nothing more than a parody of how dedicated Tesla owners are to their vehicles. He noticed that driving a Tesla was more than a matter of transportation. According to an email Grewal sent Business Insider, Tesla ownership became part of his acquaintances ’ identities.

“They shared a lot of the same values, like wanting to reduce their impact on the environment, stanning Elon Musk, or appreciating high tech. Suddenly it hit me, these people would be perfect for each other,” wrote Grewal.

Although it started as a joke, the app has since received enough attention that Grewal might consider actually making it. The placeholder site for Tesla Dating hints at the Tinder-like interface the app could emulate, prompting interested individuals to sign up for early access and information.

Image for post
Image for post
Screenshots from Tesla Dating, Business Insider

The idea of turning Tesla enthusiasts into literal Tesla lovers is comical, but once the initial absurdity of Elon Musk playing cupid wears off, it’s not far fetched. There are plenty of dating platforms already out there for people with niche interests or particular lifestyles. Apps exist for connecting hot sauce connoisseurs and helping lonely farmers find companionship. Electric vehicles are another niche that could be used as a road to love.

The Tesla Dating Co. landing page refers to the possible service as “An exclusive community of like-minded Elon stans. You know, the kind of people that really understand you.” Grewal’s idea is unaffiliated with Tesla Inc., but it demonstrates the power of brand loyalty.

The sense of community that Tesla’s word-of-mouth marketing and environmental mission makes allows for Tesla to transcend from products to a lifestyle. For people concerned with sustainability or fascinated by technology, Tesla Dating’s slogan “because you can’t spell love without EV (electric vehicles)” may very well be true.

Whether Tesla Dating Co. does release an app or not, the public interest in a Tesla owner dating pool is an example of how a modern brand is more than its products. People choose to support a company because it aligns with their values. It is not enough to have a recognizable name; people have to recognize it as standing for something.

Even though the Tesla Dating app wasn’t intended to be serious, the possibility of its creation is a reminder of how significant the relationship between a brand and its consumers is.

Sign up for Best of Better Marketing

By Better Marketing

Our favorite articles about marketing, creativity, writing, and more.  Take a look

By signing up, you will create a Medium account if you don’t already have one. Review our Privacy Policy for more information about our privacy practices.

Check your inbox
Medium sent you an email at to complete your subscription.

Gia Gilmore

Written by

Just a writer making the most out of a B.A. in bs. | Editing, Writing, and Media.

Better Marketing

Marketing advice & case studies to help you market ethically, authentically, and efficiently.

Gia Gilmore

Written by

Just a writer making the most out of a B.A. in bs. | Editing, Writing, and Media.

Better Marketing

Marketing advice & case studies to help you market ethically, authentically, and efficiently.

Medium is an open platform where 170 million readers come to find insightful and dynamic thinking. Here, expert and undiscovered voices alike dive into the heart of any topic and bring new ideas to the surface. Learn more

Follow the writers, publications, and topics that matter to you, and you’ll see them on your homepage and in your inbox. Explore

If you have a story to tell, knowledge to share, or a perspective to offer — welcome home. It’s easy and free to post your thinking on any topic. Write on Medium

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store