Tesla confirms vehicle orders with a whimsical meme featuring a hedgehog making an 'okay' hand sign and the words 'haha, yes'. This image, a piece of mid-2010s internet culture, highlights the company's playful brand identity. The meme originated from a popular YouTube video shared on Facebook.
Tesla distinguishes itself from traditional automakers by using a low-resolution meme to acknowledge customer purchases. Instead of formal notifications, buyers receive an image of a small white hedgehog forming the 'okay' hand sign, with 'haha, yes' text above its head. This has become a familiar part of the ordering process for recent Tesla vehicles.
The hedgehog meme traces back to mid-2010s online trends. It first appeared in a YouTube video over nine years old, where user Randolph Cotter shared it on Facebook. Another user, Thomas Bagels, praised it as 'excellent' and sought permission to post it further. The video has garnered more than 12 million views.
Tesla adopted the meme for its order confirmation pages several years ago, aligning with its meme-heavy, online-first approach. The company aims to appeal to Millennials and Gen Z through such relatable elements. CEO Elon Musk's influence contributes to this lighthearted style, positioning Tesla as a community that embraces humor.
This whimsy extends beyond the hedgehog. Tesla names features after pop culture, like 'Ludicrous Speed' and 'Plaid' modes referencing the film Spaceballs. Ludicrous mode confirmation options include 'Yes, bring it on!' and 'No, I want my Mommy', echoing Wolfenstein game difficulties. Sentry Mode draws from the Portal video game series. Software Easter eggs, such as a center-screen sketchpad and 'Mars Mode' for GPS, further showcase this personality.
For Cybertruck orders, Tesla uses a variant: a 'cyber hedgehog' that matches the vehicle's low-poly design. As Tesla develops new features, more pop culture references are expected.