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MADE BY
SUSHOVAN BEJ
MBA-PM (13th BATCH)
OVERVIEW…
Tesla Motors is named after electrical
engineer and physicist Nikola Tesla. Nikola Tesla was
an inventor, electrical engineer, mechanical engineer,
and futurist best known for his contributions to the
design of the modern alternating current (AC)
electricity supply system .
Tesla Motors, Inc. is an American company that designs, manufactures, and
sells electric cars and electric vehicle powertrain components.
 Tesla Motors was incorporated in July 2003 by Martin Eberhard and Marc
Tarpenning, who financed the company until the Series A round of funding.
Musk led the Series A round of investment in February 2004, joining Tesla's
Board of Directors as its Chairman.
 Tesla's primary goal was to commercialize electric vehicles, starting with a
premium sports car aimed at early adopters and then moving as rapidly as
possible into more mainstream vehicles, including sedans and affordable
compacts.
 Musk was the controlling investor in Tesla from the first financing round,
funding the large majority of the Series A capital investment round of US$7.5
million with personal funds
About ELON MUSK..
Elon Musk is a South Africa-born, Canadian-American engineer, entrepreneur, and
inventor.
 Received a Bachelor of Science degree in Physics from the Wharton School.
 Second bachelor's degree, a Bachelor of Arts degree in Economics
 Aged 24, Musk moved to California to begin a PhD in Applied physics at Stanford,
but left the program after two days to pursue his entrepreneurial aspirations in
the areas of the Internet, renewable energy and outer space.
# 52nd richest man with net worth of 7.5 bn US$ ( Forbes).
 CEO and CTO of SpaceX
 CEO and chief product architect of Tesla Motors
 Chairman of SolarCity
 founder of SpaceX
 Co founder of PayPal, Tesla Motors, and Zip2
 Proposed a conceptual high-speed transportation system known the Hyperloop.
 The Tesla Roadster, the company's first vehicle, is the first production
automobile to use lithium-ion battery cells and the first production EV with a
range greater than 200 miles (320 km) per charge.
 The Tesla Roadster uses an AC Motor descended directly from Tesla's original
1882 design.
 Tesla unveiled the Tesla Model S all-electric sedan on March 26, 2009.
 In December 2012, Tesla employed almost 3,000 full-time employees.
 By January 2014, this number had grown to 6,000 employees.
 Tesla first gained widespread attention following their production of the Tesla
Roadster, the first fully electric sports car.
 The company's second vehicle is the Model S, a fully electric luxury sedan.
 Its next two vehicles are the Models X and 3 to be launched by 2017.
THE COMPANY…
TESLA MILESTONE…
STRATEGIES OF TESLA MOTORS
 MARKETING STRATEGIES
 PROMOTIONAL STRATEGIES
 ADVERTISEMENT STRATEGIES
 RESEARCH & DEVELOPMENT STRATEGIES
As Per ELON MUSK..
The MARKETING STRATEGY to bring up the TESLA MOTORS..
MARKETING STRATEGY..
Start with a great product : Tesla would be dead today if they didn’t build the best
car available today. There are too many obstacles — range, lack of road trips, and
buyer confusion to name a few. Tesla used electric technology to build a car that
can’t be reproduced with a combustion engine. It’s as fast as a Porsche and gets
the equivalent of 100 miles per gallon. It has very few moving parts. It is the most
aerodynamic car made and has the most cargo space of any car in its class.
Start high and work your way down : It’s a lot easier to build a lust-inducing
$100,000 car than a cheaper model. Tesla started with the $100K plus roadster built
on a modified Lotus platform. With the Model S, they started with production of
$100K vehicles and are working their way towards the $60K entry-luxury models. By
starting high, Tesla is letting early adopters fund technology development. As
volume increases, prices are coming down.
Turn auto industry strengths into weaknesses : Historically, luxury cars have been
sold and justified based on the quality of their engineering. Most luxury automobile
companies tout “performance through engineering” as the one thing that makes
them special and desirable. Tesla marketing focuses on performance through
technology while touting the simplicity of the platform.
CONTINUE...
Build the community & focus on the experience : From the beginning, Tesla has
made user forums and user community a key part of the online experience. Tesla
marketing highlights the unique Tesla buying and ownership experience and
encourages owners to interact with the company and each other in full public view
on the Tesla site. This provides a rich base of content — and owner passion — on
view for prospective buyers.
PROMOTIONAL STRATEGY…
Create a new multi-channel model: Tesla decided not to build a traditional car
dealer network. Nobody likes car dealers: even buying and servicing a high-end car
like a Porsche is a dreadful experience.
• Tesla looked at the car buying process and optimized its sales model to fit the
way people buy cars today.
• Since people start online, Tesla designed their process around online
information, commerce, and community.
• Their site is unusually clear, clean, and effective. For people who want to see the
car, they are building kiosk stores in malls with Tesla experts who can’t sell cars
and who aren’t commissioned.
• When a buyer is ready, they place a refundable deposit online. If they want to
drive a car, they can arrange a test drive after they’ve placed a deposit.
Essentially, Tesla is selling cars the same way Apple sells the iPhone.
Gasoline v/s Electric events
Existing franchise dealers have a fundamental conflict of interest between selling
gasoline cars, which constitute the vast majority of their business, and selling the
new technology of electric cars. It is impossible for them to explain the advantages
of going electric without simultaneously undermining their traditional business.
Tesla Model S. Despite being purely electric, it is faster 0-100 than BMW’s top of the
range M5
CONTINUE...
Tesla does not spend millions of dollars in a traditional ad campaign.
• They let you and I discuss it, rave about it, hate on it, or rejoice in the spirit of
going electric in a Tesla, be the catalyst to a viral and brilliant marketing
campaign.
• At the end of the day, Tesla advertising is free.
Although Tesla Motors has no advertising department, nor an ad team, and
certainly, no Chief Marketing Officer (CMO), spokeswoman Alexis Georgeson, who is
a PR person in the company says:
“Right now, the stores are our advertising. We’re very confident we can sell
20,000-plus cars a year—without paid advertising. It may be something we’ll do
years down the road. But it’s certainly not something we feel is crucial for sales
right now. By contrast, Nissan spent $25 million advertising its Leaf EV in 2012.”
The TESLA SHOWROOMS are the biggest advertisements centers for the company.
ADVERTISEMENT STRATEGY..
Tesla motor showrooms
• They are not located along main roads like every other car dealer, they are in
shopping malls – right alongside brands like Zara, Bloomingdales and Sees Candy.
Hence because of their location, Tesla gets tens of thousands of people walking
right past their car, every single day.
• Incredibly, many sales have come from people who had zero interest in buying a
car until they saw Tesla’s showroom (They were probably in the mall to buy a
dress or see a movie). Impressed by the car’s design they could walk right in and
immediately talk to a sales person – rather than have to specifically drive out to a
dealership.
CONTINUE...
RESEARCH & DEVELOPMENT STRATEGY..
Battery technology
Tesla Electric Car Recharging Station (USA, 2014)
Unlike other automakers, Tesla does not use single-purpose, larger format cells. Tesla
uses thousands of lithium-ion 18650 commodity cells. 18650 cells are small,
cylindrical battery cells, which are usually found in laptops and other consumer
electronics devices. Tesla Motors uses a unique version of these cells, designed to be
cheaper to manufacture and to be lighter than the standard cells.
AutoPilot
Beginning with vehicles manufactured in late September 2014, all new Model S come
equipped with a camera mounted at the top of the windshield, forward looking radar
in the lower grill, and ultrasonic sonar sensors in the front and rear bumpers -
providing a 360 degree buffer zone around the car for autonomous driving.
Fast charge network
In 2012, Tesla Motors began building a
network of 480-volt fast
charging Supercharger stations to
facilitate longer distance journeys in
the Model S.
CONTINUE...
COMPETITIVE ADVANTAGE
THE MORE EFFICIENT
BATTERY TECHNOLOGY
Becoming Energy Positive
Tesla Motors will be co-marketing sustainable energy products from other companies
along with the car. For example, among other choices, we will be offering a modestly
sized and priced solar panel from SolarCity, a photovoltaics company. This system can
be installed on your roof in an out of the way location, because of its small size, or set
up as a carport and will generate about 50 miles per day of electricity.
If you travel less than 350 miles per week, you will therefore be “energy positive”
with respect to your personal transportation.
Tesla Motors’ Gigafactory
The 35 GWh lithium-ion cell production facility, in partnership with Panasonic, will
cut battery cost in a lower-cost electric vehicle by only $2,800, and create
overcapacity as Tesla likely working on its target of selling 500,000 electric cars in
2020.
FUTURE ROADMAP..
CONTINUE..
TESLA MOTORS MODEL VARIANTS..
Tesla Roadster
Tesla Motors' first production vehicle, the Tesla
Roadster, was an all-electric sports car. It was the first
highway-capable all-electric vehicle in the modern
era. The Roadster was also the first production
automobile to use lithium-ion battery cells and first
mass production BEV to travel more than 200 miles
(320 km) per charge.
Model S
The first homegrown car made by Tesla
Motors. The Model S was to have three
battery pack options for a range of up to
265 miles (426 km) per charge
AutoPilot
All new Model S come equipped with a camera mounted at the top of the
windshield, forward looking radar in the lower grill, and ultrasonic sonar sensors in
the front and rear bumpers—providing a 360 degree buffer zone around the car. This
allows to detect road signs, lane markings, obstacles, and other vehicles. In addition
to adaptive cruise control and lane departure warning, this system will enable semi-
autonomous drive and parking capabilities.
TESLA MOTORS FUTURE MODEL VARIANTS..
Model X
A concept modern electric
car to be mass produced
by 2017.
Model 3
Its current name was announced onTwitter on July 16, 2014. The all-electric car will
have a range of 200 miles (320 km), with first deliveries expected to begin by 2017.
In 2014, Tesla Motors CEO, Elon Musk offered the following prognosis for
autonomous driving technology: The ability for drivers to let their cars do the driving
could be ready in a six-year time frame, but it will take several more years for
governments to work out the industry guidelines for wide embrace of the
innovation.
Tesla motors presentation

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Tesla motors presentation

  • 2. OVERVIEW… Tesla Motors is named after electrical engineer and physicist Nikola Tesla. Nikola Tesla was an inventor, electrical engineer, mechanical engineer, and futurist best known for his contributions to the design of the modern alternating current (AC) electricity supply system . Tesla Motors, Inc. is an American company that designs, manufactures, and sells electric cars and electric vehicle powertrain components.  Tesla Motors was incorporated in July 2003 by Martin Eberhard and Marc Tarpenning, who financed the company until the Series A round of funding. Musk led the Series A round of investment in February 2004, joining Tesla's Board of Directors as its Chairman.  Tesla's primary goal was to commercialize electric vehicles, starting with a premium sports car aimed at early adopters and then moving as rapidly as possible into more mainstream vehicles, including sedans and affordable compacts.  Musk was the controlling investor in Tesla from the first financing round, funding the large majority of the Series A capital investment round of US$7.5 million with personal funds
  • 3. About ELON MUSK.. Elon Musk is a South Africa-born, Canadian-American engineer, entrepreneur, and inventor.  Received a Bachelor of Science degree in Physics from the Wharton School.  Second bachelor's degree, a Bachelor of Arts degree in Economics  Aged 24, Musk moved to California to begin a PhD in Applied physics at Stanford, but left the program after two days to pursue his entrepreneurial aspirations in the areas of the Internet, renewable energy and outer space. # 52nd richest man with net worth of 7.5 bn US$ ( Forbes).  CEO and CTO of SpaceX  CEO and chief product architect of Tesla Motors  Chairman of SolarCity  founder of SpaceX  Co founder of PayPal, Tesla Motors, and Zip2  Proposed a conceptual high-speed transportation system known the Hyperloop.
  • 4.  The Tesla Roadster, the company's first vehicle, is the first production automobile to use lithium-ion battery cells and the first production EV with a range greater than 200 miles (320 km) per charge.  The Tesla Roadster uses an AC Motor descended directly from Tesla's original 1882 design.  Tesla unveiled the Tesla Model S all-electric sedan on March 26, 2009.  In December 2012, Tesla employed almost 3,000 full-time employees.  By January 2014, this number had grown to 6,000 employees.  Tesla first gained widespread attention following their production of the Tesla Roadster, the first fully electric sports car.  The company's second vehicle is the Model S, a fully electric luxury sedan.  Its next two vehicles are the Models X and 3 to be launched by 2017. THE COMPANY…
  • 6. STRATEGIES OF TESLA MOTORS  MARKETING STRATEGIES  PROMOTIONAL STRATEGIES  ADVERTISEMENT STRATEGIES  RESEARCH & DEVELOPMENT STRATEGIES
  • 7. As Per ELON MUSK.. The MARKETING STRATEGY to bring up the TESLA MOTORS.. MARKETING STRATEGY..
  • 8. Start with a great product : Tesla would be dead today if they didn’t build the best car available today. There are too many obstacles — range, lack of road trips, and buyer confusion to name a few. Tesla used electric technology to build a car that can’t be reproduced with a combustion engine. It’s as fast as a Porsche and gets the equivalent of 100 miles per gallon. It has very few moving parts. It is the most aerodynamic car made and has the most cargo space of any car in its class. Start high and work your way down : It’s a lot easier to build a lust-inducing $100,000 car than a cheaper model. Tesla started with the $100K plus roadster built on a modified Lotus platform. With the Model S, they started with production of $100K vehicles and are working their way towards the $60K entry-luxury models. By starting high, Tesla is letting early adopters fund technology development. As volume increases, prices are coming down. Turn auto industry strengths into weaknesses : Historically, luxury cars have been sold and justified based on the quality of their engineering. Most luxury automobile companies tout “performance through engineering” as the one thing that makes them special and desirable. Tesla marketing focuses on performance through technology while touting the simplicity of the platform. CONTINUE...
  • 9. Build the community & focus on the experience : From the beginning, Tesla has made user forums and user community a key part of the online experience. Tesla marketing highlights the unique Tesla buying and ownership experience and encourages owners to interact with the company and each other in full public view on the Tesla site. This provides a rich base of content — and owner passion — on view for prospective buyers. PROMOTIONAL STRATEGY…
  • 10. Create a new multi-channel model: Tesla decided not to build a traditional car dealer network. Nobody likes car dealers: even buying and servicing a high-end car like a Porsche is a dreadful experience. • Tesla looked at the car buying process and optimized its sales model to fit the way people buy cars today. • Since people start online, Tesla designed their process around online information, commerce, and community. • Their site is unusually clear, clean, and effective. For people who want to see the car, they are building kiosk stores in malls with Tesla experts who can’t sell cars and who aren’t commissioned. • When a buyer is ready, they place a refundable deposit online. If they want to drive a car, they can arrange a test drive after they’ve placed a deposit. Essentially, Tesla is selling cars the same way Apple sells the iPhone. Gasoline v/s Electric events Existing franchise dealers have a fundamental conflict of interest between selling gasoline cars, which constitute the vast majority of their business, and selling the new technology of electric cars. It is impossible for them to explain the advantages of going electric without simultaneously undermining their traditional business. Tesla Model S. Despite being purely electric, it is faster 0-100 than BMW’s top of the range M5 CONTINUE...
  • 11. Tesla does not spend millions of dollars in a traditional ad campaign. • They let you and I discuss it, rave about it, hate on it, or rejoice in the spirit of going electric in a Tesla, be the catalyst to a viral and brilliant marketing campaign. • At the end of the day, Tesla advertising is free. Although Tesla Motors has no advertising department, nor an ad team, and certainly, no Chief Marketing Officer (CMO), spokeswoman Alexis Georgeson, who is a PR person in the company says: “Right now, the stores are our advertising. We’re very confident we can sell 20,000-plus cars a year—without paid advertising. It may be something we’ll do years down the road. But it’s certainly not something we feel is crucial for sales right now. By contrast, Nissan spent $25 million advertising its Leaf EV in 2012.” The TESLA SHOWROOMS are the biggest advertisements centers for the company. ADVERTISEMENT STRATEGY..
  • 12. Tesla motor showrooms • They are not located along main roads like every other car dealer, they are in shopping malls – right alongside brands like Zara, Bloomingdales and Sees Candy. Hence because of their location, Tesla gets tens of thousands of people walking right past their car, every single day. • Incredibly, many sales have come from people who had zero interest in buying a car until they saw Tesla’s showroom (They were probably in the mall to buy a dress or see a movie). Impressed by the car’s design they could walk right in and immediately talk to a sales person – rather than have to specifically drive out to a dealership. CONTINUE...
  • 13. RESEARCH & DEVELOPMENT STRATEGY.. Battery technology Tesla Electric Car Recharging Station (USA, 2014) Unlike other automakers, Tesla does not use single-purpose, larger format cells. Tesla uses thousands of lithium-ion 18650 commodity cells. 18650 cells are small, cylindrical battery cells, which are usually found in laptops and other consumer electronics devices. Tesla Motors uses a unique version of these cells, designed to be cheaper to manufacture and to be lighter than the standard cells. AutoPilot Beginning with vehicles manufactured in late September 2014, all new Model S come equipped with a camera mounted at the top of the windshield, forward looking radar in the lower grill, and ultrasonic sonar sensors in the front and rear bumpers - providing a 360 degree buffer zone around the car for autonomous driving. Fast charge network In 2012, Tesla Motors began building a network of 480-volt fast charging Supercharger stations to facilitate longer distance journeys in the Model S.
  • 14. CONTINUE... COMPETITIVE ADVANTAGE THE MORE EFFICIENT BATTERY TECHNOLOGY
  • 15. Becoming Energy Positive Tesla Motors will be co-marketing sustainable energy products from other companies along with the car. For example, among other choices, we will be offering a modestly sized and priced solar panel from SolarCity, a photovoltaics company. This system can be installed on your roof in an out of the way location, because of its small size, or set up as a carport and will generate about 50 miles per day of electricity. If you travel less than 350 miles per week, you will therefore be “energy positive” with respect to your personal transportation. Tesla Motors’ Gigafactory The 35 GWh lithium-ion cell production facility, in partnership with Panasonic, will cut battery cost in a lower-cost electric vehicle by only $2,800, and create overcapacity as Tesla likely working on its target of selling 500,000 electric cars in 2020. FUTURE ROADMAP..
  • 17. TESLA MOTORS MODEL VARIANTS.. Tesla Roadster Tesla Motors' first production vehicle, the Tesla Roadster, was an all-electric sports car. It was the first highway-capable all-electric vehicle in the modern era. The Roadster was also the first production automobile to use lithium-ion battery cells and first mass production BEV to travel more than 200 miles (320 km) per charge. Model S The first homegrown car made by Tesla Motors. The Model S was to have three battery pack options for a range of up to 265 miles (426 km) per charge AutoPilot All new Model S come equipped with a camera mounted at the top of the windshield, forward looking radar in the lower grill, and ultrasonic sonar sensors in the front and rear bumpers—providing a 360 degree buffer zone around the car. This allows to detect road signs, lane markings, obstacles, and other vehicles. In addition to adaptive cruise control and lane departure warning, this system will enable semi- autonomous drive and parking capabilities.
  • 18. TESLA MOTORS FUTURE MODEL VARIANTS.. Model X A concept modern electric car to be mass produced by 2017. Model 3 Its current name was announced onTwitter on July 16, 2014. The all-electric car will have a range of 200 miles (320 km), with first deliveries expected to begin by 2017. In 2014, Tesla Motors CEO, Elon Musk offered the following prognosis for autonomous driving technology: The ability for drivers to let their cars do the driving could be ready in a six-year time frame, but it will take several more years for governments to work out the industry guidelines for wide embrace of the innovation.