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Tesla motors presentation

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Marlene Duchatel

on 23 April 2014

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Transcript of Tesla motors presentation

Company Overview
Founded in 2003 - Headquartered: Palo Alto, California USA
Founders: Martin Eberhard
Marc Tarpenning
Ian Wright
JB Straubel
CEO: Elon Musk
Tesla Motor is named after electrical engineer and physicist Nikola Tesla
Tesla designed its own advanced battery pack, high efficiency motor & control software. (Models S, latest product).
Tesla Powertrain
Competitive Advantage
No consumption of fuel
No Emissions
Within “
Green Vehicle
” market four types:
1. Electric Vehicles
2. Flexible-Fuel Vehicles
3. Hydrogen Vehicles
4. Hybrid Vehicles
Competition of Russian Electric car Market
Next Steps
Competitive Analysis
Dealership complaint
Killing jobs
Hurting small business owners

Tesla Store services
Order car online
Servicing for car onsite of sales floor


Pignol Audrey Pignol Amelie Duchatel Marlene Abashkin Svyatoslav

The National Highway Traffic Administration awarded the Tesla Model S the best safety Rating of any car ever tested as of 8/19/13
Environmental friendliness and low emissions
High performance
Improved battery technologies and driving range
Electric cars are more energy efficient than gasoline cars.

Competitive Market
Competitive Advantage
Tesla Battery Swap
Presented by
The Electric Vehicle

Strategic Objectives

Market forecasts: by 2050
Population: 6.8 Billion to 9 Billion
Autos: 800 million to 1.1 Billion
Electric-based Vehicles: 10.6 million globally or 14% of
new vehicles sold by 2015.

The Auto Industry

The Auto Industry

GM, Nissan, BMW, Chrysler, Ford,
Toyota, Mitsubishi
Thank You!
• Build alliance
Protect the Patent
Continue Core Competencies
Build to Sustain
Develop fail-safe
Thank you !!

2006: Roadster Model

2012: Model S

2015: Model X

“ To accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible. "
2013 : The Tesla Model S on the title of Green Car of the year in the Motor Show in New York, and was in Time Magazine's best 25 innovations of 2012.
Marketing Objectives
2 qualitative objectives:
Increase awareness and buzz towards our target market, especially international markets.
Increase variety of zero emission vehicles on the market.

2 quantitative objectives:
Bring awareness to product as well as brand image to increase market share.
Increase sale revenue

Marketing Policy
No commissioned sales people
No negotiation price
No paid advertising
No inventory: cars are built in function of order
Tesla transactions are conducted online
Car’s test drive: need to put down a $5,000 deposit
You have to wait for months to get a car
Achieve steady production rate of 400 cars per week in 2013
Intend to double sales in 2014
Develop 3rd generation cars in price range of $30,000 by 2015
Expand to over 100 “Supercharger” stations at strategic locations in North America by 2015

Increase Profit
According to the 2012 Consumer Report Survey Tesla was a top 10 brand
External environment
General Motors, Ford, Chrysler, Toyota, Honda, and Nissan
are the biggest players in the US Auto Industry
Tesla has only .01% of the Market
Dynamic between the Foreign and domestic companies

Monopolistic competition, making it difficult to gain market share especially for smaller companies

Due to high competition, companies are constantly seeking ways to gain a competitive edge
Target Cutomer
SWOT Analysis
Technological innovations from competition
Increasing government regulations
Future competitors entering the market
Wants to produce, distribute and sell its cars to middle class but difficulte to achieve
Rising revenues
Self-operating and distribution
Develop 1st fully electric sport car
Strong supplier to other manufacturers
Strong technological expertise
High price
High costs of production
Large debts
Low market share
Electric market is small and growth is slow
Government controls on the industry
The rising costs of oil and gasoline may make consumers less price sensitive to purchasing an electric car
Increased awareness about consumers carbon footprint may influence the product appeal
Improvements in the quality control processes can reduce the costs
No paid advertising
Word of mouth much porwefull than paid ads
Supercharger station locations...
Value Chain
Differentiation advantage
Creates customer value through:
Leading technology
Online community
Unique marketing
Lower cost Gen. III vehicles
Product life Cycle

60 kwh Battery: 69 000 $
85 kwh Battery : 79 000 $

P 85 kwh Battery: 93 000 $

2008: relationship with
Nissan Leaf
Mitstubishi i- MIEV
Ford focus Electric
Chevrolet Spark EV
Mini E
Citroen C-Zero
Renault Fluence ZE
Some from China
Governement incentives for electric car owners
Zero import Duty on electric Vehicles
Estimation for 2014- 2015
Governement support
Steps to buy a Tesla Model S today in Russia

Gray dealers
Buying yourself
--> Check - wait - full payment - fence and car registration - distilled in port - sending the continent - receiving - shipping to the customs - registration and payment of 18% VAT, excise and utilization fee - Shipping registration. Attention! in real life can be much more complicated

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