This document discusses reasons for Apple to acquire Tesla: - Connectivity currently stops at the car, an acquisition would allow Apple to control the in-car platform and ecosystem. - The car buying experience is outdated while Tesla provides a modern experience through its retail stores. - The electric vehicle market is growing significantly and projected to be a $300 billion market by 2020, providing an opportunity for Apple.

1. Archit Lohokare (archit_lohokare@mba.berkeley.edu)
Sam Kanakamedala (sam_kanakamedala@mba.berkeley.edu)
Shone Tran (shone_tran@mba.berkeley.edu)

2. 1. WHY THE CAR?
2. WHY ACQUIRE TESLA?

5. Connectivity Stops At The Car

6. Car Buying Experience Is Out-Of-Touch
Car still “Like New” Some
New”
enthusiasts willing to pay
for custom retrofit to
upgrade technology
t=0 t=10 yrs
Initial car purchase: Mid-
Car Mid-Life Crisis:
Consumer forced to Feeble attempts at
make tough, expensive catching up with external
decision on integration devices

7. Source: ABI Research
The Telematics market is projected to:
• generate total revenue of $38.3 billion in 2011
• grow from 37 million users in 2010 to more than 211 million in 2015

8. Driver Activities Avg % Passenger Activities Avg %
Navigation 40 Internet 71
E-mail 26 E-mail 59
Contacts 25 Contacts 49
Weather 24 Weather 48
Internet 23 Camera 45
Location search 20 Navigation 44
Listen to audio 18 Instant messenger 43
Traffic 18 Social networking 42
Instant messenger 17 Calendar 40
Camera 16 Location search 37
Calendar 12 Play games 36
Social Networking 12 Listen to audio 28
Watch video 6 Traffic 28
Play games 6 Watch video 25
eBooks 4 eBooks 15

9. Source: Consumer Electronics Association

10. Source: Consumer Electronics Association

11. Location based iAds
App Store/Local
iOS devices & Apps/Electric Vehicle
dashboard Management Apps
system
ITunes in the
Driver-Safe
Cloud/Internet Radio communication Siri-VR
based PA
AppleTV, Games

12. Bay Area Start-up DNA Growth Market Product & Technology
Culture Fit Electric/Plug-in hybrids Fit
Strategic Partnerships Control over
w/Daimler, Toyota, platform/ecosystem;
Panasonic Redefine the car
experience

13. Elon Musk, Tesla CEO: “We’re closer to Apple and
Google than to we are to GM or Ford.”
Lifestyle redefining consumer technology company
Bay Area start-up with disruptive technology in an
existing market
Strong industrial design, marketing, entrepreneurial
teams
George Blankenship: Using Apple Retail experience at
Tesla

14. Source: IDC
• By 2015 >2.7 million PEVs on the road worldwide market in excess of $81B
• Worldwide EV market could be upwards of $300B by 2020
• Electric vehicles will represent 18% of annual car sales by 2020
• Government-sponsored incentives implemented worldwide

15. Fragmented telematics and infotainment
market with inconsistent and unintuitive user
experience
Apple - history of revolutionizing user
experience and supply chain leveraging
platform control
Acquiring Tesla gives Apple control over the
platform, ecosystem

16. eRAV4, Roadster, Model S, Smart, more
vehicles to roll out in the coming years
Apple can leverage partnerships to drive its
ecosystem into the automobile market

17. Source: Frost & Sullivan
Electric vehicles are the ideal platform that can take advantage
of the Apple ecosystem to reinvent the in-car experience