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The tesla cycle
- 1. The Tesla Cycle By:Cassandra Wilde
- 2. What is theTesla Cycle The Tesla Cycle is the First Electric Motorcycle from the Tesla Brand. This will be the most affordable vehicle that Tesla has rolled out The Motorcycle includes the longest mileage per charge available, Smart Helmet (Bluetooth, led screen, camera integration, and voice command capability)
- 3. Why the TeslaCycle? 1. Current Brand Impressions 2. Understanding the Fit 3. The Marketing Campaign 4. Evaluating future success This Photo by Unknown Author is licensed under CC BY
- 4. Current Tesla ConsumerBrand Impressions Tesla High Luxury Innovative Cutting Edge Technology Rebellious
- 5. Understanding the Fit •Connecting to the Mission Statement: “Tesla’s mission is to accelerate the world’s transition to sustainable energy.” • Connecting to the brand image • Luxury • Innovation • Futuristic • Rebellious • Affordability • Something for everyone
- 6. The Marketing Campaign •Social Media: • Who? • Influencers on YouTube like, Jay Leno’s Garage (2.5 million subscribers), RevZilla (600k subscribers) Motonosity (501k subscribers) • When? • Buzz around the future of the product starts now! • Reviews prior to launch of product • Where? • YouTube • Twitter • Facebook • Loyalty Offers • Referral benefits updated prior to launch • Tron Frisbee • Week long Test Drive • Motorcycle races • Price $12,000 MSRP starting price.
- 7. Evaluating Future Success •Total Sales • Total Brand Sales increase or decrease • Social Media Engagement/Mentions • Receive and Evaluate Customer Feedback • Measure Referral program prize options selected
- 8. Conclusion The Tesla Cycleis the right brand extension at the right time. This motorcycle carries the futuristic and luxurious look that Tesla is best know for, with the technology that goes beyond the expected. This rebellious electric motorcycle will challenge competitors with affordable pricing and one of a kind fully integrated helmet. The Tesla Cycle is the missing member of the all electric vehicle family.
- 9. References Honda. (2017). 2017NC700X. Retrieved from Honda Powersports: http://powersports.honda.com/2017/nc700x.aspx Keller, K. L. (2013). Stategic Brand Managment. Boston: Pearson. Last, B. (2016). Motorcycle Concept Sketches. Retrieved from Art Station: https://www.artstation.com/artwork/RyvlX Ong, J. (2017, November 17). What Tesla's Valuation Says About The Power Of Branding. Retrieved from Forbes: https://www.forbes.com/sites/forbescommunicationscouncil/2017/11/17/what-teslas- valuation-says-about-the-power-of-branding/#6f5dc28ba65e Tesla. (2018, December 1). About Tesla. Retrieved from Tesla: https://www.tesla.com/about Zero. (2019, January 2). Zero DS. Retrieved from Zero Motorcycles: https://www.zeromotorcycles.com/zero-ds/
Editor's Notes
- #2 Introducing the newest product by Tesla, the Tesla Cycle
- #3 So What is the Tesla Cycle? The Tesla Cycle is the first all electric motor cycle from Tesla. This high performance motorcycle will provide cutting edge design at the lowest retail priced vehicle Tesla has ever sold. The Tesla Cycle will provide the longest mileage per charge for any all electric motorcycle on the market today, but that is not all. Tesla will merge all the amazing on screen technology from its car driving panels into the Tesla Cycle Helmet. This will be Bluetooth enabled, with an LED screen on the facemask to view cameras located around the motorcycle, as well as voice command capability for safe hands free ride. Artwork curtesy of Benjamin Last https://www.artstation.com/artwork/RyvlX
- #4 The next few slides will define why the Tesla Cycle is the best extension for this brand based on current consumer brand impressions, overall fit, and electric vehicle competition. We will also do a quick review of the marketing campaign and process for evaluating the success of the extension. Define actual and desired consumer knowledge about the brand (e.g., create mental map and identify key sources of equity). Identify possible extension candidates on basis of parent brand associations and overall similarity or fit of extension to the parent brand. Evaluate the potential of the extension candidate to create equity according to the three-factor model: Salience of parent brand associations Favorability of inferred extension associations Uniqueness of inferred extension associations Evaluate extension candidate feedback effects according to the four-factor model: How compelling the extension evidence is How relevant the extension evidence is How consistent the extension evidence is How strong the extension evidence is Consider possible competitive advantages as perceived by consumers and possible reactions initiated by competitors. Design marketing campaign to maximize the likelihood of success and potential positive feedback effects. Evaluate extension success and effects on parent brand equity.
- #5 Josh Ong of Forbes magazine (2017) has called Tesla not just a company, but a Vision of the future. The Tesla cycle is yet another example of that vision. Consumers today identify Tesla as high luxury, innovative, includes cutting edge technology and is know for being rebellious because of the founder Elon Musk. Ong also shares that some of the biggest supporters of this brand do not yet own a Tesla. The price tag that comes with this Motorcycle could change that statistic. https://www.forbes.com/sites/forbescommunicationscouncil/2017/11/17/what-teslas-valuation-says-about-the-power-of-branding/#344e1b65a65e
- #6 Does the Tesla Cycle fit the Tesla brand mission? Of course it does! The best way to prove Tesla is passionate about its mission to accelerate the world’s transition to sustainable energy is to provide an all electric alternative for every kind of transportation choice people have today. Tesla currently offers Sports Cars, Sedans, Semis and will soon add an SUV to the list. This is the perfect addition to the family. Thinking globally, smaller options like motorcycles are preferred in denser populations like India and China.
- #7 Like all of Tesla’s marketing campaigns, consumers and online social media influencers will promote the product for the company. Listed here are a few examples of trending motorcycle and technology influencers on social media. The idea is to approach this product like other Tesla products and get the buzz started long before the motorcycle is available to ride. Once the product is ready for release the loyalty/referral program will be updated to include pop culture icon references like the Tron Frisbee (pending approval) motorcycle races, test drives and more. Finally the MSRP of The Tesla Cycle is $12k, and this price includes the helmet. Price competitors: Honda $7k, Zero $10k, these prices do not include the connected helmet that only Tesla will bring. https://www.zeromotorcycles.com/zero-ds/ http://powersports.honda.com/2017/nc700x.aspx
- #8 To evaluate the success of this extension the following metrics need to be monitored and evaluated. Total Cycle Sales, Impact to total brand sales, Social Media engagement and brand mentions, customer feed back and referral program prizes selected from the new product.