Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek. 

I suppose you're still mesmerized by the sight of a Tesla Roadster driving out in space.

It's a lovely image, of course.

It's quite brilliant marketing, too.

When you look at some of the Super Bowl car ads, you have to wonder about the people who made them. I'm especially looking at you, Dodge, and I'm not alone. 

How relevant is the fleeing Starman, though, to, say, Tesla customers down here?

Yes, perhaps it will make them proud to be associated with a brand that pulls off such stunts. 

The everyday lives of humans, though, are built upon the mundane.

They want a lack of friction. They want ease. They aspire to a rich laziness, after all.

Some companies help them achieve that.

A tale from Tesla's fourth-quarter results call reveals that a very simple idea has blossomed into something of a joy for customers who think of getting their cars repaired like going to the dentist.

The simple idea is that mechanics come to customers' houses to fix their Teslas.

It's called the Mobile Service Fleet and it now enjoys more than 350 vehicles poised, like AAA, to gallop to your door.

In some ways, it might seem like an obvious thought. Taking your car into a shop brings with it many chilblains.

Will you get a loaner? If not, how are you going to get back home? And then what are you going to do about a replacement car? How long will the repair take? 

There's also the problem of scheduling.

With Tesla, however, the mobile fleet now fixes almost a third of all service problems, the company said.

Moreover, Tesla claims that 80 percent of repairs to its cars can be done outside of a service center.

Which may partly be a function of the car's design, but also holds the potential of enormous pain relief for customers.

I'm sure that, should Tesla grow as it must if Elon Musk is to become the richest man in the world, the logistics of the program will become more complex.

Still, the service currently has a 98 percent customer satisfaction score.

Which suggests one simple learning. 

It's always worth considering first what would make customers feel good.

If you can make that happen, you might be astonished how grateful they'll be. 

Even if they're the sort of pretentious sorts who buy Teslas and insist on putting a sanctimonious license plate on it, just to rub it in.

LESCO2E, indeed. Ugh.

Published on: Feb 8, 2018