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Case study: Tesla business model innovation

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Case study: Tesla business model innovation

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An overview of the business models Tesla employs to revolutionize the automotive industry and maximize profits.

An overview of the business models Tesla employs to revolutionize the automotive industry and maximize profits.

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Case study: Tesla business model innovation

  1. 1. Tesla: Challenging dominant industry logic Learn how to innovate your business with Business Model Patterns
  2. 2. “To accelerate the world’s transition to sustainable transport.” Mission Statement
  3. 3. The generic automotive manufacturing business model is simple WHO is the customer? People and businesses with individual transportation needs HOW is value created? • Manufacture of complete transport solutions through collaboration with various partners • Distribution of vehicles via third parties WHAT is the solution? Transportation from A-to-B with motorized vehicles WHY is it commercially viable? Price per vehicle unit based on custom- equipped add-on features
  4. 4. Tesla goes further ...
  5. 5. WHO is the customer?  Ecologically aware car drivers  Homeowners, businesses and utilities  Stakeholders interested in increasing their use of renewable energy HOW is the value created? • Own branch stores • Network of well-placed charging stations • Close customer relationship to meet specific needs WHAT is the solution? • Clean energy ecosystems • Sustainable batteries for homes and businesses as well as self-driven electric cars WHY is it commercially viable? • Sales of sustainable energy units • When fully operational by 2020, Tesla’s Gigafactory will decrease battery cost by 30% Tesla’s business model is more complex
  6. 6. Strategy Build expensive sports car Reinvest earnings into construction of affordable car Reinvest in construction of more affordable car Simultaneously provide zero-emission charging options
  7. 7. How did Tesla innovate?
  8. 8. Aikido Electric vehicles were considered inferior until Tesla built powerful, desirable cars. In so doing, Tesla became a successful leader in green tech.
  9. 9. Direct Selling Tesla operates about 260 flagship stores worldwide. The goal is to expand retail operations with a company target production volume of 500,000 vehicles by 2018.
  10. 10. Integrator Around 800 supercharger stations with more than 5,100 superchargers top up Tesla vehicles in minutes. The firm’s Gigafactory is powered by 100% renewable energy.
  11. 11. Solution Provider The company’s first big push into energy was marked by the introduction of the Powerwall and the Powerbank. Tesla further acquired SolarCity to provide efficient solar roofs.
  12. 12. Open Source Tesla is fully committed to its vision. In 2014, Tesla made its electric vehicle patents open source – an unprecedented move for a for-profit company.
  13. 13. More information: www.bmilab.com

Editor's Notes

  • https://www.bloomberg.com/news/articles/2016-08-10/tesla-opens-flagship-san-francisco-store-in-advance-of-model-3
  • The media is going gaga over the giga-factory which aims to produce more batteries within the next 3 years than the entire world production of batteries for 2014. He will face challenged in sourcing such large quantities of Lithium. To achieve cost efficiency through economies of scale : he planned the largest & biggest Lithium ion battery factory. The factory is aimed at producing 1.5 times the battery requirement of the mass market car.Why? It can be either to be prepared for a much higher demand than even the most optimistic demand projection ( highly unlikely ) or to feed other factories.Which factories? Competitors

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