PROJECT REPORT ON TESLA MOTORS
Submitted by GROUP 2: Aditya Srinivasan
Ayushi Thakur Karan Lalchandani Kaushal Sood Radhika Damani
EXECUTIVE SUMMARY We have taken “Tesla motors” for this assignment to see its otential in !ndia when the entire country is riding riding high on the “Swach "harath” "harath” mission mission with motos like clean !ndia# !ndia# We as a grou think it$s the ideal time for Tesla motors to set sho in !ndia# Tesla is a ath %reaking electric vehicle manufacturer which has taken the automo%ile world %y a storm# "reaking away from the century old gasoline owered cars it roduced an electric car which outaced the traditional car in every asect ossi%le# Tesla roduces remium electric cars for the affluent& with !ndia having the third largest num%er of multi'millionaires in the world& Tesla cars have a romising market in !ndia and hence we are analy(ing the true otential of the roduct and how Tesla as a %rand has to romote itself in !ndia# Tesla is not the resent %ut it$s the future& we are looking at a %rand which is going to %e art of our future and lay a vital role in it#
!t like our )etsons *A famous +artoon network show on the future, dream has finally come true#
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ABOUT TESLA MOTORS: Tesla -otors was founded in .//0 %y a grou of engineers in Silicon 1alley who wanted to rove that electric cars could %e %etter than gasoline'owered cars# With instant tor2ue& incredi%le ower& and (ero emissions& Tesla$s roducts would %e cars without comromise# 3ach new generation would %e increasingly afforda%le& heling the comany work towards its Mission: to accelerate the orl!"s transition to s#staina$le trans%ort
.
Tesla"s en&ineers 'irst !esi&ne! a %oertrain for a sorts car %uilt around an A+ induction motor& atented in 4555 %y 6ikola Tesla& the inventor who insired the comany$s name# The res#ltin& Tesla Roa!ster as la#nche! in .//5# Accelerating from / to 7/ mh in 0#8 seconds and achieving a range of .9: miles er charge of its lithium ion %attery& the Roadster set a new standard for electric mo%ility# Tesla would sell more than .&9// Roadsters& now on the road in more than 0/ countries# In ()*(+ Tesla la#nche! Mo!el S & the world$s first remium electric sedan#
"uilt from the ground u to %e 4// ercent electric&
-odel S has redefined the very concet of a four'door car#
With room for seven assengers and more than 79 cu%ic feet of storage&
-odel S rovides the comfort and utility of a family sedan
while achieving the acceleration of a sorts car; / to 7/ mh in a%out five seconds#
!ts flat %attery ack is integrated into the chassis and sits %elow the occuant ca%in& lending the car a low center of gravity that ena%les outstanding road holding and handling while driving .7: miles er charge#
Mo!el S as na,e! Motor Tren!"s ./40 +ar of the
ighway Traffic Safety Administration# In late ()*-+ Tesla +3? 3lon -usk unveiled two dual motor all'wheel drive configurations of -odel S that further imrove the vehicle$s handling and erformance# The ./0 'eat#res a high efficiency motor at the front and rear& giving the car unaralleled control of traction in all conditions# 2
The P./0 %airs a high efficiency front motor with a erformance rear motor for suercar acceleration& achieving a / to 7/ mh time of 0#. seconds @ the fastest four'door roduction car ever made# No ith ,ore than :/&/// vehicles on the road worldwide& Tesla is %re%arin& to la#nch Mo!el X+ a crossover vehicle that enters volume roduction in ./4:#
eaturing eBhilarating acceleration& falcon wing doors& and room for three rows of seating& -odel C defies categori(ation#
Tesla owners enoy the %enefit of charging at home so they never have to visit a gas station or send a cent on gasoline#
or long distance ourneys& Tesla$s Suercharger network rovides convenient and free access to high seed charging& relenishing half a charge in as little as ./ minutes#
Suerchargers now connect oular routes in 6orth America& 3uroe& and Asia Eacific#
Tesla"s 1ehicles are %ro!#ce! at its factory in remont& +alifornia& reviously home to 6ew =nited -otor -anufacturing !nc#& a oint venture %etween Toyota and Feneral -otors# The Tesla actory has returned thousands of o%s to the area and is caa%le of roducing 4&/// cars a week# The co,%an2 is e3%an!in& its manufacturing footrint into other areas& including in Til%urg& the 6etherlands& where it has an assem%ly facility& and Lathro& +alifornia& where it has a seciali(ed roduction lant# To re!#ce the costs of lithium ion %attery acks& Tesla and key strategic artners including Eanasonic have %egun construction of a gigafactory in 6evada that will facilitate the roduction of a mass'market afforda%le vehicle& -odel 0# B2 ()()& the gigafactory will roduce more lithium ion cells than all of the world$s com%ined outut in ./40# The gigafactory will also roduce %attery acks intended for use in stationary storage& heling to imrove ro%ustness of the electrical grid& reduce energy costs for %usinesses and residences& and rovide a %acku suly of ower#
Tesla is not just an automaker, but also a technology and design company with a focus on energy innovation#
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4ISTORY:
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The insignia of Tesla -otors as seen on a Tesla Roadster S ort
Tesla
-otors
was incororated in )uly .//0 %y -artin 3%erhard and -arc Tarenning& who financed the comany until the Series A round of funding#
roles in the comanyGs early rior to 3lon -uskGs involvement# -usk led the of investment in e%ruary TeslaGs "oard of Directors as
Both ,en %la2e! acti1e develoment
Series A round .//9& oining its +hairman#
Tesla5s %ri,ar2 &oal was to electric vehicles& starting remium sorts car aimed at and then moving as raidly more mainstream vehicles& sedans and afforda%le
commerciali(e with a early adoters as ossi%le into including comacts
-usk took an active role comany and oversaw %ro!#ct !esi&n at a detailed not deely involved in day' oerationsH 3%erhard that -usk was the erson
within the Roa!ster level& %ut was to'day %usiness acknowledged who insisted
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from the %eginning on a car%on fi%er %ody and he led design of comonents ranging from the ower electronics module to the headlams and other styling# In a!!ition to his daily oerational roles& -usk was the controlling investor in Tesla from the first financing round& funding the large maority of the Series A caital investment round of =SI8#: million with ersonal funds# 6ro, the $e&innin& & -usk consistently maintained that TeslaGs long'term strategic goal was to create afforda%le mass market electric vehicles# -usk received the Flo%al Freen .//7 roduct design award for his design of the Tesla Roadster& resented %y -ikhail For%achev& and he received the .//8 !ndeB Design award for his design of the Tesla Roadster# M#s75s Series A ro#n! included +omass Technology Eartners and SDL 1entures& as well as many rivate investors# -usk later led Tesla -otorsG Series "& =SI40 million& investment round that added 1alor 32uity Eartners to the funding team# M#s7 co8le! the thir! & =SI9/ million round in -ay .//7 along with Technology Eartners# TeslaGs third round included investment from rominent entrereneurs including Foogle co' founders Sergey "rin JLarry Eage& former e"ay Eresident )eff Skoll& >yatt heir 6ick Erit(ker and added the 1+ firms Draer isher )urvetson +aricorn -anagement and The "ay Area 32uity und managed %y )E-organ +hase# The 'o#rth ro#n! in Ma2 .//8 added another =SI9: million and %rought the total investments to over =SI4/: million through rivate financing# In 0ece,$er ())9 & eGev Drori %ecame +3? and Eresident# !n )anuary .//5& Tesla fired several key ersonnel who had %een involved from the incetion after a erformance review %y the new +3?# According to -usk& Tesla was forced to reduce the comany workforce %y a%out 4/ to lower its %urn rate& which was out of control in .//8# The 'i'th ro#n! in 6e$r#ar2 ()). added another =SI9/ million# -usk had contri%uted =SI8/ million of his own money to the comany %y this time# !n ?cto%er .//5& -usk succeeded Drori as +3?# Drori %ecame 1ice +hairman& %ut then left the comany in Decem%er# B2 Jan#ar2 ()) & Tesla had raised =SI458 million and delivered 498 cars# ?n -ay 4M& .//M& FermanyGs Daimler AF& maker of -ercedes'"en(& ac2uired an e2uity stake of less than 4/ of Tesla for a reorted =SI:/ million# !n )uly .//M& Daimler announced that A%u Dha%iGs Aa%ar !nvestments %ought 9/ of DaimlerGs interest in Tesla# In J#ne ()) Tesla as a%%ro1e! to receive =SI97: million in interest'%earing loans from the =nited States Deartment of 3nergy# The funding& art of the =SI5 %illion Advanced Technology 1ehicles -anufacturing Loan Erogram& suorts engineering and roduction of the -odel S sedan& as well as the develoment of commercial owertrain technology#
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The lo8interest loans are not related to the N%ailoutN funds that F- and +hrysler received& nor are they related to the .//M economic stimulus ackage# The loan rogram was created in .//8 during the Feorge W# "ush administration# Tesla reaid the loan in -ay ./40# Tesla as the 'irst car comany while ord& 6issan and isker had not#
to
have
fully
reaid
the
government&
The co,%an2 anno#nce! in early August .//M that it had achieved overall cororate rofita%ility for the month of )uly .//M# The comany said it earned aroBimately =SI4 million on revenue of =SI./ million# Erofita%ility arose rimarily from imroved gross margin on the ./4/ Roadster& the second iteration of Tesla$s award'winning sorts car# Tesla& which like all automakers records revenue when roducts are delivered& shied a record 4/M vehicles in )uly and reorted a surge in new Roadster urchases# In Se%te,$er ())+ Tesla announced an =SI5.#: million round to accelerate TeslaGs retail eBansion# Daimler articiated in the round to maintain e2uity ownershi from its initial investment# Tesla Motors si&ne! a %ro!#ction contract on )uly 44& .//:& with Frou Lotus to roduce NglidersN *comlete cars minus owertrain,# The contract ran through -arch ./44& %ut the two automakers eBtended the deal to kee the electric Roadster in roduction through Decem%er ./44 with a minimum num%er of .&9// units& when roduction ended& mostly %ecause of tooling changes orchestrated %y one of its suliers# !n )une ./4/& it was reorted that Tesla sold a total of =SI4.#. million (ero emission vehicle credits to other automakers& including >onda& u to -arch 04& ./4/# In Octo$er ()*- & %oth Daimler and Toyota sold their holdings of Tesla shares#
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TESLA MOTORS Parent Co,%an2
Tesla Motors
Cate&or2
3lectric 1ehicles
Sector
Automo%ile
Ta&line< Slo&an
"urn ru%%er not gasoline
USP
A%ility to %uild fully electrically owered vehicles in house
STP Se&,ent
Eeole looking for electric remium sortsOluBury cars
Tar&et ;ro#%
Rich and Affluent who are willing to send more comared to other vehicles
Positionin&
Eure electric drive %ut still sorty J luBurious
COMPETITION
Che1rolet Volt
To2ota Pri#s
S,art Car
To2ota Ra1- 42$ri!
4on!a Ci1ic 42$ri!
PENETRATION STRATE;Y: Aiming remium roducts at affluent Nthought leadersN is a very well'known %usiness strategy in Silicon 1alley and the glo%al technology industry& where rices for the first versions of& for 8
eBamle& cellular hones& lato comuters& and flat'screen televisions start high %ut dro with su%se2uent roducts as the technology matures and roduction volumes increase# P
According to a %log ost %y -usk& N6ew technology in any field takes a few versions to otimi(e %efore reaching the mass market and in this case it is cometing with 4:/ years and trillions of dollars sent on gasoline cars#N
4O= TESLA =ILL MA>E AN IMPACT ON ITS TAR;ET AU0IENCE AU0IENCES
CORPORATE EXECUTIVES
!t will Show them %eing ahead of the curveH go green %y driving a Tesla#
CAR BU66S
The Tesla will meet the erformance needs and without worrying a%out the environmental imact#
CELEBRITIES
ENVIRONMENTALLY SUSTAINABLE OR;ANI?ATIONS
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>EY MESSA;ES
Showing their fans they care environment %y driving a Tesla#
a%out
the
Showing the commitment to environmental sustaina%ility eBtends %eyond %usiness %y driving a Tesla#
S=OT *@They develoed 4st fully electric sorts car “The Roadster”
(@Also a strong sulier to other manufacturers like Toyota
STREN;T4
#Strong
technological eBertise in the area of electric transmissions J drive train
-@A%ility to
develo vehicles comletely in house including the su%'assem%lies re2uired
/#Their current latform develoed for -odel S has the a%ility to %e used for their future crossover model or any other model they envision
*#Since
=EA>NESS
they fully develo the vehicles including
their su%'assem%lies this leads to higher costs of roduction as economies of scale are not achieved
(@The rices of their roducts are higher than their cometitors who sell com%ustion engine owered vehicles
*@The growing suort %y governments across the glo%e for environmentally friendly vehicles in form of eBemtions from duties J other suort
OPPORTUNITY
(@Suorts the -ercedes$ Smart car& which can lead to learning which will hel them with their assenger cars which they lan to launch in near future
@!mrovements in the 2uality control rocesses can reduce these costs drastically
*@ Tesla wants to %e a%le to roduce& distri%ute J sell its cars to average which seems difficult to achieve due to their current %usiness model
(#
T4REATS
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Their strategy for ricing *skimming, has not %een used so far in the auto industry
@
They are currently cometing against a technology which has %een in use for over hundred years i#e# the com%ustion enginesJ also their technology may take time for %eing otimal for use of masses
“We have identified India is one of the potential markets in Asia to have a local assembly plant, but we need a definite policy from the government to support electric vehicles in the future,"- Viayan, !I at #esla $otors%
The most interesting thing a%out Tesla Q the niche luBury electric car maker Q is the role of marketing in selling electric cars that cost I4//&/// or more# -any eole have tried to change the auto industry over the last 9/ years and none have succeeded# The rocess of %uying a car is essentially the same as it was a generation ago# And the rocess has remained unoular for decades; the tyical car dealer receives ust . or 0 stars on
Tesla -odel S and Tesla Roadster; Tesla has figured out how to market an electric car Tesla is creatively using marketing to uend the auto industry %usiness model; There are no Tesla dealers There are no commissioned sales eole Tesla cars are marketed and not aggressively sold Tesla transactions are conducted online The rice is the rice; no negotiation There is no inventory; the Tesla -odel S is %uilt to order
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!n many arts of the country& you can$t see or drive the car %efore you %uy even if you lace a deosit
And the marketing challenges are incredi%ly difficult; They are %uilding a new luBury %rand from scratch They are evangeli(ing a new tye of vehicle; an electric car They are selling a I7/&/// @ I4//&/// car that can$t go on a road tri They must sell an entirely new model of %uying and owning a car While Tesla is starting with eBensive vehicles& they clearly have mainstream am%itions# They are investing to %uild a %ig car comany# >ow hard is it to %uild and sell cars in the =SA Look at it this way; Tesla is the second oldest u%licly traded auto comany in the =nited States %ehind ord# F- went %ankrut and went u%lic four months after Tesla# +hrysler remains rivate following its own reorgani(ation# While Tesla has a long way to go to %e rofita%le& roducing cars in volume& and moving towards the mainstream& their first home'%uilt roduct Q the -odel S Q is a success# They have 12
4/&/// @ ./&/// orders and have swet the auto industry awards& winning the most recent round of -otor Trend& Automo%ile& and
The Tesla ower train is marketed as simle& relia%le& and effective#
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Traditional luBury auto makers focus on “engineering” Q Through the Tesla marketing lens& educated viewers see comleBity& maintenance& and anti2uated technology
Tesla Service centers have imractical white floors to highlight that the cars run clean without messy oil and fluids - Create a ne ,#lti8channel ,o!el: Tesla decided not to %uild a traditional car dealer network# 6o%ody likes car dealers; even %uying and servicing a high'end car like a Eorsche is a dreadful eBerience# Tesla looked at the car %uying rocess and otimi(ed its sales model to fit the way eole %uy cars today# Since eole start online& Tesla designed their rocess around online information& commerce& and community# Their site is unusually clear& clean& and effective# or eole who want to see the car& they are %uilding kiosk stores in malls with Tesla eBerts who can$t sell cars and who aren$t commissioned# When a %uyer is ready& they lace a refunda%le deosit online# !f they want to drive a car& they can arrange a test drive after they$ve laced a deosit# 3ssentially& Tesla is selling cars the same way Ale sells the iEhone# / B#il! the co,,#nit2 D 'oc#s on the e3%erience: rom the %eginning& Tesla has made user forums and user community a key art of the online eBerience# Tesla marketing highlights the 14
uni2ue Tesla %uying and ownershi eBerience and encourages owners to interact with the comany and each other in full u%lic view on the Tesla site# This rovides a rich %ase of content Q and owner assion Q on view for rosective %uyers# Le1era&e the ,e!ia an! tra!itional %ress: While much is new a%out the Tesla -odel S and the accomanying sales and marketing model& one thing is not; the deendence on traditional media# Tesla has %een a master at driving ress coverage& reviews& and awards for its cars# !t$s clear that the comany has worked hard to osition the %rand with the media and to make sure the right messages come through# The comany$s 4 message is that they are trying to %uild the %est car ever made and not ust the %est electric car# This message is fre2uently reeated %y the ress#
TESLA"S 0ISRUPTIVE MAR>ETIN; 6OR ELECTRIC CAR: The most interesting thing a%out Tesla Q the niche luBury electric car maker Q is the role of marketing in selling electric cars that cost I4//&/// or more# -any eole have tried to change the auto industry over the last 9/ years and none have succeeded# The rocess of %uying a car is essentially the same as it was a generation ago# And the rocess has remained unoular for decades; the tyical car dealer receives ust . or 0 stars on
A0VERTISIN; STRATE;Y: Tesla does not send millions of dollars in a traditional ad camaign# They let you and ! discuss it& rave a%out it& hate on it& or reoice in the sirit of going electric in a Tesla& %e the catalyst to a viral and brilliant marketing campaign# At the end of the day& Tesla advertising is free# Although Tesla -otors has no advertising deartment& nor an ad team& and certainly& no +hief -arketing ?fficer *+-?,& sokeswoman AleBis Feorgeson& who is the closest to a ER erson in the comany says; “&ight now, the stores are our advertising% We're very confident we can sell (),)))-plus cars a year*without paid advertising% It may be something we'll do years down the road% +ut it's certainly not something we feel is crucial for sales right now% According to Ad Age; “#esla has no plans to hire agencies or run ads in the near future% #he in-house marketing team has only seven staffers and an internal team runs the website, where customers order directly% +y contrast, issan spent .(/ million advertising its 0eaf 1V in ()2(% It"s tr#e that 6issan& F-& Toyota& and ord have dee marketing %udgets that allow them to run some of the most creative advertising camaigns to date# >owever& Tesla -otors doesn$t have
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that luBury& yet# Tesla$s caital investment is used to lay down the foundation for tomorrow$s success# One thin& Tesla !oes ell with a minimum cash flow is to create a %u((# Without sending any money on direct advertising camaigns& 3lon -usk and the creative minds %ehind the comany know how to generate %u((& and in this modern age& that means using social media# The 'irst a! sa2s: Eress to hear the motor start& the other; Lift to feel the weight of the tank& and finally& our favorite; Scratch and smell the smell of eBhaust#
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Tesla -otors has no advertising& no ad agency& no +-?& no dealer network# And thatGs no ro%lem# The electric'vehicle comany& co'founded %y tech %illionaire 3lon -usk& is the %u(( of the auto industry and Wall Street& where its stock has triled so far this year# The Ealo Alto& +alif#& comany is %reaking all the rules of automotive marketing& eschewing dealers in favor of selling through NstoresN in uscale shoing malls and the internet# Tesla has / stores across the =#S#& 3uroe and Asia and lans to eBand to :/ over the neBt few years& according to an S3+ filing# At Tesla5s store in the swanky -all at Short >ills in 6ew )ersey& -odel S owner +onnie +harney says eole lean out their car windows to take ictures with iEhonesQas did two men in a "entley converti%le recently# FThat5s ho cool this car is+F said -s# +harney& a greeting'card comany owner from -orristown& 6#)# N
The high'tech stores rovide a setting for customers to ask 2uestions without high'ressure sales tactics& said sokeswoman AleBis Feorgeson# Tesla has no %lans to hire a&encies or run ads in the near future& she said# The in'house marketing team has only seven staffers and an internal team runs the we%site& where customers order directly# "y contrast& 6issan sent I.: million advertising its Leaf 31 in ./4.& according to Kantar -edia# FRi&ht no+ the stores are o#r a!1ertisin& # WeGre very confident we can sell ./&///'lus cars a yearQwithout aid advertising&N -s# Feorgeson said# N!t may %e something weGll do years down the road# "ut itGs certainly not something we feel is crucial for sales right now#N
Still& the comany warned that it may Finc#r s#$stantial ,ar7etin& costs N through the use of Ftra!itional ,e!ia N in the future rather than relying on its current NunconventionalN strategies#
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TESLA: BU?? T4ROU;4 SOCIAL ME0IA A%ove all& it has -r# -usk& who insired the Tony Stark character in N!ron -anN and has more than ..8&/// Twitter followers# The25re sellin& very few cars when you think a%out it '' %ut they are getting an awful lot of %u((# A lot of the attention is not generated through what we consider traditional advertising# !tGs really through social media# =hile tra!itional automakers send heavily on rint and television advertising& Tesla is %uilding its %rand in a way that doesnGt cost anything#
Nor the ast week& a lot of attention has %een focused on the comany '' ro%a%ly more than their fair share&N said "en Kallo& an analyst with Ro%ert W# "aird# NWhen 3lon -usk tweets& eole write articles seculating a%out what it is#N The co,%an25s stoc7 rose more than . ercent after -usk tweeted -arch .: a%out a NmaorN announcement that ended u %eing the financing rogram# Wall Street was actually more eBcited a%out the tweet than a%out the news itself& which was followed %y a dro in TeslaGs stock& %ut -usk nonetheless succeeded in %ringing a sotlight to an unseBy sales techni2ue# M#s7 has ,ore than *9+))) followers on Twitter& and he deftly uses the social media latform to dish out tid%its a%out the three comanies heGs currently involved in; SaceC& Tesla and Solar +ity# !t hels that -usk is an esoteric %illionaire who dreams of sending humans to -ars# FSEC r#les sa2 & in effect& if youGre going to disclose news a%out a su%ect& you have to disclose fully a%out it&N he said# The fact that the stock market reacted to the tweet only makes it more likely regulators may crack down on -uskGs vague missive& he said# Mar7 =a3,an+ a ,ar7etin& e3%ert at consulting firm +"! in San )ose& also cautioned that -uskGs strategy risks investor fatigue# NEromising a news release a week %reaks a cardinal rule of media relations; To only romote when you have something worthwhile to say&N he said#
"ut Tesla still has hurdles# !tGs legally %attling dealer associations in several states for the right to sell cars directly to consumers# The -odel S starts at I7M&/// and goes to I4./&///& giving some consumers sticker shock#
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TESLA GS 0ISTRIBUTION STRATE;Y: Tesla has changed the dreaded eBerience of %uying a car Falleries in highly oulated shoing centers* galleries have over 4 million visitors and .: of them go for a test drive, "uying eBerience tailored to customers life schedule The =S auto market has lots of %arriers to entryQcaital investments in factories& the need for high'end T1 sots& and incentives for dealers chief among them# The conventional wisdom is that no car could comete without winning over the showroom floor# "ut Tesla& the comany started %y tech %illionaire 3lon -uskQwho sidelines as the SaceC ioneerQhas disruted that aradigm# Tesla is ursuing a comany owned store and service center model for; Reaching eole %efore they make a decision on a new car airness J franchising Service coverage +onflict %etween gasoline and electric =nlike other electric cars like the +hevy 1olt& Tesla has no dealer network and doesn$t engage in any traditional advertising# The comany has no +-? and only a small marketing team# Desite the fact that a handful of states& including TeBas and 1irginia& have recently %anned Tesla sales via traditional channels& the sleek electric cars are oing u on roadways all over the country# The music'cum'%oomtown of Austin& TeBas sees hundreds of Teslas on its streets& desite the statewide %an on their sale# Thirty'five high'tech storefronts across the =S& Asia and 3uroe& do some of Tesla$s advertising for them# They$re set u like Ale Stores& in uscale shoing malls and on strategic ur%an thoroughfares# +urious assers%y slow down to take ictures on their smarthones and ost them on social media#
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The rest of Tesla$s “advertising” is done %y curious ournalists and online commerce# With less than 4/&/// cars sold worldwide& the Tesla nameQand its stock riceQcarries more %u(( than revenue *the comany only recently osted its first 2uarterly rofit,# "ut ournalists love to cover the story of the technology and the %ullish entrereneur %ehind it# !n fact& %ecause it$s relatively difficult to %uy a Tesla *its I8/&/// entry'level rice tag notwithstanding,& there$s a certain aeal of going rogue# Since state governments aren$t a%le to effectively %an online sales& Tesla enthusiasts can customi(e their rides& ay their deosits and wait M/ days for a delivery#
TESLA"S MAR>ETIN; COMMUNICATIONS STRATE;Y: Wants to %e e2uated to a remium American %rand# -arketing o%ective is to raise %rand awareness and increase traffic to their we%site in order to increase sales Target growing luBury sedan market =tili(e cele%rity endorsers Advertise highly visi%le events * academy awards, We% %ased short films Ad camaigns %ased on ; “reconcetuali(ing the car %uying eBerience”
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Tesla"s c#rrent ,ar7etin& strate&28 to $e the $est car e1er ,a!eH At the core& Tesla motor %elieves that electronic cars should not %e erceived as a sacrificial mode of transortation# Tesla has %rought the %est of %oth the automotive and technological worlds together %y etching the image of electric cars %eing a ste %ackwards in erformance& efficiency and design# They have set out to forever change the ercetions associated with electric vehicles& as well as roviding electric vehicle as a via%le alternative# Their cars are efficient& fun to drive and out there to save the lanet#
The 'olloin& are Tesla"s core 1al#es8 • •
•
•
A +lean start' moving fast and constantly innovating# +ommitment to 3lectric' offers the most efficient ath to sustaina%le energy& no hy%rid& no hydrogen# -akes the %est electric car and train in the world# "uilt around the Driver' the driver& the car and the environment connect in ways they have never connected %efore# Sarking the evolution' the goal is to accelerate the world$s transition to electric mo%ility#
Tesla$s %rand strategy is to B#il! a $ran! itho#t s%en!in& ,#ch on a!1ertisin&@ The +3? of the comany tweets a%out new advancements& eole ay online and ractically a lot of things are done on social media# Tesla -otors does not have a conventional marketing and %randing strategy# The comany has several alications on devices like iEhones# The most uni2ue %eing controlling the car through a watch# Tesla is highly active in the social media world# "e it mo%ile alications or Twitter# !n the advertisement “gallons of light” Tesla motors oints out to the viewers& the oys of “no longer taking from the earth %ut acceting from the sun”# "y driving the Tesla car& a family contri%utes so much to the environment# All of Tesla$s ads have highlighted this one thing#
=h2 sellin& cars in In!ia ,a2 $e Tesla"s to#&hest challen&e 2et Tesla is working on its third'generation car Q a smaller and afforda%le four'door sedan code named Tesla -odel 0 Q to target emerging markets like !ndia# 21
To co#nteract the %rice iss#e & the car comany is working on a smaller& afforda%le sedan code' named UTesla -odel 0V for emerging markets& according to the 3conomic Times#
Tesla$s -odel S can cost over Rs7&4//&/// *I4//&///,& %ut the comany is looking to go for a cheaer rice tag of Rs4&5//&/// *I0/&///, to Rs.&9//&/// *I9/&///, in !ndia# !t lans to %uild an assem%ly lant here as well#
Ca#se o' concern: The electricit2 shorta&e and the infrastructure ro%lems are going to much tougher to crack
0es%ite health2 &roth in assenger vehicles& “the electric vehicle *31, sector in !ndia& however& continues to struggle&” according to !ndia Auto Reort#
“The idea of ‘going electric’ remains a hard one to sell to an average )oe in !ndia&” it adds# In!ia has one o' the hi&hest i,%ort !#t2 in the world Q in eBcess of 4// Q that goes against our rincial of imorting car directly from our lants at reemont in the =S and given the strict rulesO olicies there are very less chances of setting u a lant#
R e1a+ !ndia$s first commercial electric car that has %een around for over a decade& didn$t find many takers& selling fewer than :// cars a year# “We are struggling to maintain a healthy sales traction +oncerns over %attery and the higher rice comared to etrol or diesel vehicles have also worked against customer accetance&” said +hetan -aini& +3? of -ahindra Reva told The 3conomic Times# The In!ian &o1ern,ent is tr2in& to %ro,ote the use of electric vehicles with its 6ational 3lectric -o%ility -ission Elan ././ *ED,& under which it lans to invest Rs49&/// crore *I.#.: %illion, to %uild the infrastructure re2uired for electric vehicles# "ut rogress has %een very slow so far and !ndia far lags the rest of the world in overall electric vehicle urchases# Tesla"s $alance sheet is i,%ressi1e and the comany has racked u steady sales increases over the last siB 2uarters& artly %ecause there is an aetite for electric and hy%rid cars in the =S and 3uroeQtwo of its %iggest market# The comany is %uilt on a willingness to invest without hoing for immediate rofits& and they$ve sent months trying to woo +hina#
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B#t e1en the chea%er Tesla Mo!el is going to have a limited ool of %uyers in !ndiaQthe tiny grou of millionaires trying to roect themselves as environmentally conscious& said Deeesh Rathore& managing director of 3merging -arkets Automotive Advisers& a consultancy#
“!t will %e good as an image %uilder %ut it in most cases it will %e a second car&” he added#
T3SLA -?T?RS in !ndia could target the higher income customers who have environmental concerns and would like to get associated with such cause related roducts# !n this way the Tesla motors could %ag a lace in their garage as “the second car”#
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R E6ERENCES: http://www.topspeed.com/cars/tesla/index423.html http://scienceofrevenue.com/tag/tesla-marketing-strategy/ http://q.com/2!!"#4/why-selling-cars-in-india-may-$e-teslas-toughest-challenge-yet/ http://economictimes.indiatimes.com/industry/auto/news/passenger-vehicle/cars/tesla-to-enter-india-
with-new-sedan-at-attractive-price/articleshow/4%2#&!'%.cms http://www.$usiness-standard.com/article/pti-stories/keen-to-enter-in-india-$ut-high-import-duty-a-
road$lock-tesla-##4###!&#&&4(#.html http://www.teslamotors.com/a$out http://intercaresolutions.com/wp-content/uploads/2/&)/*reakout+ession,esigningellnessrogramsor0our1ulture.pdf
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