Tesla was struggling with how to visually communicate their OTA (over-the-air) update software technology in a way that is simple and globally easy to understand. Tesla’s over-the-air software allows platform updates to be done to the vehicle without having to connect to any hardware or go to a dealer. Essentially, these updates serve to improve the current state of the car, in largely the same manner as smartphones receive software updates.
• Educate consumers on how OTA works in an easily digestible and relatable way
• Create excitement for the technology
• Decrease presupposed concept of “buyers remorse” typical within 12 months of automotive purchase