Tesla was founded in 2003 with the goal of producing high-performance electric vehicles. It began by selling the expensive Roadster sports car before introducing more affordable models like the Model S sedan and Model X SUV. Tesla's long term strategy is to start with luxury vehicles and move into larger, more competitive mainstream markets with lower price points. The company is now focused on ramping up production of the $35,000 Model 3, its first mass market electric car, which it unveiled in 2016 and will begin delivering in late 2017.

1. Presented by Hugo Sereys
C O R P O R A T E S T R A T E G Y
“At Tesla, we don’t make slow cars”

2. NAMED AFTER
SERBIAN-AMERICAN
ELECTRICAL ENGINEER
AND PHYSICIST
WHO INVENTED
THE AC INDUCTION MOTOR
N I K O L A T E S L A
(1856 – 1943)
W H Y
T E S L A ?

3. INCORPORATED IN JULY 2003 BY
MARTIN EBERHARD MARC TARPENNING
AC PROPULSION MODEL
T ZERO
LAUNCH A
HIGH PERFORMANCE
ELECTRIC VEHICLE
2 0 0 3
BEGINNING

4. THE VALUE OF A HIGH-END SPORTS CAR
AT A LOWER COST TO THE CUSTOMER
AND A LOWER RESOURCE COST TO THE PLANET
2 0 0 3
BEGINNING

5. ELON MUSK
Sold for
$1.5 billion
in 2002
Born in 1971
In South Africa
$8.4 BILLIONS
RAISING
FUNDS

6. RAISING
FUNDS
ELON MUSK INVESTMENTS
2004 : $7.5 MILLION à NEW CHAIRMAN OF THE BOARD
2005 : $13 MILLION
2007 : $40 MILLION (co-led by with Technology Partners)

7. GETTING
STARTED
2005 : TESLA x LOTUS
Signed a production contract for Lotus
to manufacture complete car minus the powertrain

8. ROADSTER
MODEL
IN 2 WEEKS, TESLA HAD SOLD 127 CARS
DELIVERY PLANNED : SUMMER 2007
ACTUALLY PLANNED : FEBRUARY 2008
BETWEEN 2008 AND 2012:
2,250 UNITS SOLD

9. TRANSITION
DIVORCE BETWEEN EBERHARD AND MUSK
August 2007 : Eberhard no longer CEO
à Became « President of Technology »
NEW CEO :
MICHAEL MARKS,
former CEO of
Flextronics November 2007 : replaced by
ZE’EV DRORI
former CEO of Clifford Electronics
Described as a « technical guy »
but not a « business man »
October 2008
MUSK, NEW CEO
By that time, he had invested
$70 million in Tesla himself

10. ORGANIZATION
& DISTRIBUTION
Headquarters Factories Retail outlets
55 in North America
24 in Europe
4 in Asia
Fremont, CA
Lathrop, CA
Hawthorne, CA
Tilburg, Netherlands
Palo Alto, CA
Amsterdam, Netherlands
Beijing, China

11. DISTRIBUTION
Customers
cannot
purchase
vehicles from
the stores, but
must order
them on the
Tesla Motors
website
instead
STORES à SHOWROOMS ONLY
That allow peope to learn more about the vehicles
The only automaker that sells cars direclty to consumers

12. CORPORATE
STRATEGY
Enter the automotive market with an expensive, high-
end product targeted at affluent thought leaders buyers
When mature, moving to larger,
more competitive markets at lower price points
Common strategy in the Silicon Valley and the global technology industry
3 STEP STRATEGY
Roadster Model S Model 3
High price,
Low volume
Mid price,
Mid volume
Low price,
High volume
$109,000 $57,400 $35,000
"New technology in any
field takes a few
versions to optimize
before reaching the
mass market, and in
this case it is competing
with 150 years and
trillions of dollars spent
on gasoline cars.“ Musk
Mobile phones Laptop computers Flat screen televisions

13. CORPORATE
STRATEGY
STATED GOAL
INCREASE THE NUMBER AND VARIETY OF ELECTRIC VEHICLES
AVAILABLE TO MAINSTREAM CONSUMERS BY
Selling its own vehicles in company-owned showrooms and online
Selling powertrain components to other automakers
Serving as a catalyst and positive example to other automakers

14. ELECTRIC ALL-WHEEL DRIVE
à Dual motor
AUTOPILOT
SAFETY
MODEL S
Unveiled in June
2008
Sales started in
June 2012 in the
US and in 2013 in
Europe, in 2014 in
China
Price range :
$59,900 - $118,000
Many awards
United States
Norway
China
Netherlands
Canada
TOP SELLING COUNTRIES

15. MODEL X
Unveiled in February 2012
Sales started in September 2015 in
the US and in early 2016 in Europe
Price range : $132,000-$144,000
First SUV model
7 adults
Falcon doors

16. NEW MODEL
MARCH 2016 : MODEL 3 UNVEILED
By that time, Tesla had sold 125,000 cars

17. MODEL 3
IN 24 HOURS : 180,000
IN 1 WEEK : 325,000
RESERVATIONS WORLDWIDE – Deposit of $1,000
à Represent potential sales of $14 billion
Unveiled on March 31, 2016
Production will start in late 2017
Price range: $35,000 - $42,000

18. Roadster Model S Model X Model 3
Space 5 adults 5+2 seats 7 adults 5 adults
US sales From 2008 From 2012 From late 2015 Late 2017
France sales From late 2008 From summer 2013 Expected in July 2016 2018-2020
Units sold 2,450 119,648 2,612 -
Battery 50 kWh 70 or 90 kWh 85 or 90 kWh 60 to 75 kWh estimated
Autonomy 400 km 370 or 560 km 400 km 345 km (expected)
Price Around €80,000 Between €78,600 and
€121,400
Between €87,400 and
€161,000
$35,000
Automatic pilot No Yes (option) Yes Yes
Power 0 to 100 km/h in 3,9
seconds
0 to 100 km/h in 3
seconds
0 to 100 km/h in 3,8
seconds
0 to 100 km/h in 6
seconds
Highest speed 200 km/h 250 km/h 250 km/h N/A
MODELS
COMPARISON

19. SUPERCHARGERS
Started in 2012
250 km in 20 minutes
Located in strategic places
worldwide
à France : 32 stations (178
chargers)
Tesla is planning to add
more in the future for the
Model 3 launch
à 7200 superchargers
By 2020 Tesla will be the
number one company on
the chargers market

20. SUPERCHARGERS GIGAFACTORY
Located in Nevada
Biggest battery factory of the world
Built with Panasonic as a partner
Production supposed to start in 2017
Two mining societies in the North of
Mexico to provide the lithium needed
to the factory
« 200 gigafactories would be needed to fulfill the demand for a 100% EV automotive industry »
E.Musk

21. FY 2008 FY 2009 FY 2010 FY 2011 FY 2012 FY 2013 FY 2014 FY 2015
Revenues 14 742 111 943 116 744 204 242 413 256 2013 496 3198 356 4046 024
Net loss -82 782 -55 740 -154 328 -254 411 -396 213 -74 014 294 040 -888 663
-2000 000
-1000 000
-
1000 000
2000 000
3000 000
4000 000
5000 000
Revenues Net loss
FINANCIAL
RESULTS

22. FINANCIAL
RESULTS
UNITS SOLD
2 721
22 232
31 655
50 580
-
10 000
20 000
30 000
40 000
50 000
60 000
2012 2013 2014 2015
73%
11%
16%
2013
46%
15%
13%
26%
2014
48%
8%
9%
35%
2015 United States
China
Norway
Other
BREAKDOWN OF
REVENUE BY
REGION

23. SHARE
PERFORMANCE
$-
$50,0
$100,0
$150,0
$200,0
$250,0
$300,0
06/2010
08/2010
10/2010
12/2010
02/2011
04/2011
06/2011
08/2011
10/2011
12/2011
02/2012
04/2012
06/2012
08/2012
10/2012
12/2012
02/2013
04/2013
06/2013
08/2013
10/2013
12/2013
02/2014
04/2014
06/2014
08/2014
10/2014
12/2014
02/2015
04/2015
06/2015
08/2015
10/2015
12/2015
02/2016
$286
$24
$265
Source : NASDAQ
June 29, 2010 : TESLA IPO on NASDAQ
13,300,00 shares issued at $17 per share
IPO raised $226 million for the company
First American car maker to go public since the Ford Motor
Company had its IPO in 1956

24. Luxury
EV
Hybrid
Gas
Nissan Leaf
€17,090
Renault Zoe
€21,900
Ford Focus
€39,990
VW E-Up
€17,200
Toyota Prius
€37,300
Toyota Yaris
€21,200
Porsche Panamera
€85,967
Hyundai Genesis
€52,000
BMW 7 Series
€86,500
Audi A8
€52,200
Mercedes S-Class
€96,800
Mass market
COMPETITORS
Lexus GS450
€59,300
Fisker Karma
€101,550
BMW i8
€145,950
Audi R8 e-Tron
€160,000

25. COMPETITORS
2013 MARKET SHARE
2-3%
of the U.S. premium
auto market
Around 1%
of the global premium
auto market
Around 0.02% share
of the global
auto market

26. WHAT’S NEXT?
Musk declared that the autonomy of his cars will gain 5 to 10% each year, expecting
1200 km of autonomy by 2020
The ability for drivers to let their cars do the driving could be ready in a six-year time
frame
Electric minivans, crossover SUVs and electric fleet vans for municipal governments
A successor to the Roadster would debut in 2019
A future 'Model Y' that would be a Model 3/Model X-like cheaper crossover utility
vehicle with falcon-wing doors
Future models may also reach a 500 mi (800 km) range, partially because of a new
patented battery system