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Tesla Motors

Tesla Motors. Saurav Sengupta Danielle Darisse Michael Easton Nicholas Lawrence Julian Saldana Amed Tovi Tesla commercial. Mission/Vision To produce a fully electric car, rather than a hybrid.

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Tesla Motors

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  1. Tesla Motors Saurav Sengupta Danielle Darisse Michael Easton Nicholas Lawrence Julian Saldana AmedTovi Tesla commercial

  2. Mission/Vision • To produce a fully electric car, rather than a hybrid. • To create a better looking tomorrow by producing efficient, zero emission electric vehicles without too many compromises. • To switch from mine-and-burn hydrocarbon economy to a solar electric economy Goals - “Accelerate the world’s transition to electric mobility with a full range of increasingly affordable cars.”

  3. Core Competencies and Sustainable Competitive Advantage • Advanced battery technology • Working with Toyota and Daimler • Top-Down vs. Bottom-up approach - High performance sports cars to affordable family cars helps avoid the competitive prices that other companies are facing.

  4. Industry Analysis • Tesla produces high-end electric vehicles (EV) • Starting price of $89,000 • Only produces fully electric cars • Highest safety rating of any car on the market • Working in collaboration with Toyota to make EVs (Toyota RAV4 EV) • Also sell their batteries to competitors to foster innovation

  5. Competitor Analysis • Electric Car industry, Hybrids • Main competition consists of Hybrid Vehicles, electric and gasoline powered alternatives • Key competitors consist of General Motors, Ford, Nissan

  6. Competitor Analysis • General Motors • #1 sales leader with the hybrid Chevrolet Volt • Less charge, Lower rage and performance • Lower MSRP at $26,685 • Ford • Secondary Sales leader with the hybrid Energi • More range than the Model S but as a hybrid; emissions are much higher • Nissan • Rising competitor with the Nissan LEAF • 100% electric like the Tesla • Lower range but lower price point

  7. Company Analysis • Tesla is relatively new to the electric car market • Specifically concerned with making fully electric vehicles rather than Gas or Hybrids • Gives the Company the advantage of being focused on one unique type of product • Luxurious brand name • High performance while being fully electric • Priced much higher than competitors • Small start-up business with high production costs • Hybrids have similar performance for less

  8. Consumer Analysis • The Premium electric car maker • Few competitors are • Nisan Leaf • Chevy Volt • Base Price of the Model S - $62,400 including a $7,500 tax credit • Appealing designs will get the attention of car enthusiasts • Doing well in Sales • Tesla sold 4,714 cars in 2013 (more than Porsche and Land Rover) • Consumer saves $4,248 annually based on 30k miles driven

  9. Market-Product Focus Marketing and Products Objectives • Have a vehicle that does not require gasoline • Perform among the top premium car makers • Green future • More affordable in near future Target Market • High-end car market (BMW, Audi, Porsche…) • Upper middle class • In future a family product • Consumers looking to go green

  10. Market-Product Focus • Tesla has one car to focus on • Performance (Power, driving range, Cosmetics) • Nissan Leaf miles VS. 250 miles with Model S • Tesla’s ionic design • Only electric car in its Price range • Least amount of CO2 emissions and unmatched efficiency Positioning • Category of premium cars and electric cars • The advantage of being green without compromising the luxury of a quality • Trying to put itself in a position similar to the BMW “Ultimate Driving Machine”

  11. Product Strategy • Tesla has 2 current product lines, with a third in pipeline • Roadster- Electric Sports performance car • Comparable to Ferrari and Porsche in performance • Energy efficiency better than a Prius • Model S- Electric Luxury Sedan • Zero emission • Performance comparable to top luxury sedans • Half the price of the Roadster • Tesla’s concept- Provide for the needs while keeping in mind the eco-friendly wants of the consumer

  12. Tesla roadster

  13. Tesla model s

  14. Price strategy • Roadster was their flagship model priced as luxury item with limited availability which increased the product’s popularity • Justification of the price- to accumulate resources to further the company goals and provide a more reasonably priced product • Model S onwards priced similarly to other mainstream product • Later products aimed toward middle and lower-middle class

  15. Promotion Strategy • Tesla operates with nearly no cost in paid advertising • Compared to $25 million spent on advertising by Nissan on Leaf EV • Much of the publicity generated through the use of social media • Use of Tesla stores to promote their electric vehicles • Using Apple stores method

  16. Channel Strategy • Tesla takes a unique approach in their distribution strategy compared to other auto manufacturers. • Tesla has few dealerships therefore operates mainly through their website and Tesla stores. • Tesla employs the pull strategy due to their inability to meet current demand of orders • Customer orders are made-to-order and are delivered directly to the consumer

  17. Questions?

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