This document provides a competitive analysis of Tesla and its Redstar project against other electric vehicle manufacturers. It outlines Tesla's strategic intent to remain the market leader through internal growth and developing new models. It then describes the competitive landscape, including vehicles from BMW, Nissan, Volkswagen, and others. Finally, it discusses Tesla's competitive positioning, posture, and strategy to defend its position as the electric vehicle leader through affordable pricing, high technology, and building out electric vehicle infrastructure.

1. TESLA
–
REDSTAR
PROJECT

2. COMPETITIVE
ANALYSIS
Compe33ve
Scope
1
Strategic
Intent
2
Market
Share
Objec3ve
3
Compe33ve
Posi3on
4
Strategic
Posture
5
Compe33ve
Strategy
6

3. COMPETITIVE
SCOPE
• Smart
ForTwo
Electric
Drive
• BMW
i3
• Nissan
LEAF
• Volkswagen
e-­‐Golf

4. STRATEGIC
INTENT
Tesla
guaranteed
the
longest
autonomy
and
fastest
charge…
Un5l
last
week.
Porche
Mission
E
Concept
Autonomy:
500
Km.
Charge
Time:
15
minutes.
Type
of
car:
100%
electric.
Porsche
Turbo
Charging,
twice
as
quick
as
others.
Audi
e-­‐tron
quaUro
Autonomy:
500
Km.
Charge
Time:
50
minutes.
Type
of
car:
100%
electric
or
hybrid.
INDUCTION
SYSTEM
AND
SOLAR
PANELS.
Mercedes-­‐Benz
Concept
IAA
Autonomy:
66
Km.
Charge
Time:
Type
of
car:
hybrid.
AERODYNAMIC
LOWEST
CONSUME
WHEN
OVER
80
KM/H.
Volkswagen
Tiguan
CTE
Concept
Autonomy:
200
Km.
Charge
Time:
Type
of
car:
Plug-­‐in
hybrid
SOLAR
PANELS

5. MARKET
SHARE
OBJECTIVE
Stay
market
leader
Develop
the
car
Develop
more
cars
Work
together
with
compeZtors
Compe3tors
Tesla
Ø Tesla
intends
to
be
the
market
leader
via
internal
growth.
Ø Tesla
is
looking
for
long-­‐
term
profit
as
it
is
invesZng
in
technology
and
innovaZon.
Ø By
2020
Tesla
wants
to
be
the
leader
of
the
electric
car
market.

6. COMPETITIVE
POSITION
• Well-­‐entrenched
• High
quality
• Comfortable
driving
• Safety
• Environmentally
friendly
• PracZcal
• Everyday
features

7. STRATEGIC
POSTURE
POSITION
ING
TradiZonal
representaZve
of
hybrid
and
electric
cars
Best
representaZve
of
BMW
electric
cars
Affordable
electric
car
for
the
middle
class
consumers
The
best
compact
electric
car
for
the
city
Strategic
tasks
-­‐
Save
leader
posiZon
-­‐
Develop
new
models
-­‐
Stay
affordable
to
most
consumers
-­‐
Improve
the
latest
technologies
-­‐
Stay
in
the
segment
of
luxury
cars
-­‐
Become
one
of
the
industry
leaders
-­‐
Be
one
of
the
industry
leader
-­‐
Be
affordable
to
most
consumers
-­‐
Develop
engine
and
fuel
technology
-­‐
Be
affordable
for
the
middle
class
-­‐
Become
one
of
the
industry
leaders

8. COMPETITIVE
STRATEGY
• Affordable
pricing
• Real-­‐World
car
• High
level
of
technology
• InnovaZon
• TradiZonal
VW
Golf
characterisZcs
• ComparaZvely
low
prices
• Exclusive
EV
manufacturer
• Ability
to
build
infrastructure
for
Evs
• Good
supercharger
network
• ReputaZon
of
being
#1
• Premium
design
Value
proposi3on
based
mapping
Low
Price
High
Price
High
Quality
Low
Quality