While Tesla Engage soft-launched last year and is basically a continuation of the company's online community-building efforts, it represents a more centralized approach to organizing its fans and members of official Tesla Owners Clubs for political purposes.
Tesla's fan base is the envy of all automakers. While it was cultivated in the company's early Roadster years, the fandom grew exponentially with CEO Elon Musk's nonstop engagement with fans and critics online, in particular on Twitter and YouTube.
Tesla fans today run the gamut from vocal, sometimes rabidly so, brand loyalists to bullish stock holders, Elon Musk admirers, auto enthusiasts who love the way a Tesla vehicle drives, and others who want to reduce their environmental impact by driving an electric car or installing solar.