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Tesla Motors Economic Analysis

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Ericka Henderson

on 12 November 2014

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Transcript of Tesla Motors Economic Analysis

Competition :
Major Market Players
Comparable Luxury, Hybrid Vehicles
-Lexus 250-Hybrid
-Mercedes S-Class Electric
Unique Selling Points
-Speed. Style. Sophistication.
-Supercharger Stations
Marketing Goals
Apples to Vehicles
Premium pricing to mainstream
Market Segmentation
High-end sports car
Luxury sedan
Mainstream vehicle

Macro Analysis
Micro Analysis
Financial Analysis

Electric Vehicle

Energy Efficient, Environmentally Friendly, Many Performance Benefits, Reduces Energy Dependency

Limited Driving Range, Lengthy Recharge Time, Expensive Battery Cost, Bulky Weight


Founded in 2003, CEO Elon Musk, On the road in 37 Countries, 125 stores and service stations
Afforadble electric cars, free and strategically placed charging stations, innovative battaries
Overcome significant hurdles despite the companies short life

Clean Air
of 1970
Forced the US to change it's air pollution policies and that reaches across all industries
Marketing Strategy
Non-traditional Distribution
The Archetypal Electric Vehicle
The Tesla Showroom
Situation Analysis
Valuation Measures
Direct Competitor Comparison
Financial Highlights
Store Model
ㅉWhat's the main ㅠㅠbenefit?
Minivans have lots of room,
But not much style.
SUVs are big outside,
but small inside.
presented by:
Danielle Benitez, Ericka Henderson and Tim Graham
Macro &
Micro Impact

Big changes to the industry with Tesla's innovative ideas on their battery
Customer Analysis
Micro Impact
Government Implemented Incentives to buy EV's
Estimated $5 to charge
Electric cars in CA are allowed to use HOV lanes and are given other perks like special parking and discounted insurance rates
Legal & Social
Government involvement
Social Implications
1. Generate demand to drive sales
2. Build long-term brand awareness
3. Manage existing customer-base
4. Enable customer input
Distribution Strategy
1. Order by reservation only
2. No Tesla car dealerships
3. No commissioned salespeople

Company-owned store model to prevent conflict of interest with dealership model (i.e. ICE vehicles) and maximize profits

Highly populated metropolitan shopping centers
Interactive experience
Non-commissioned salespeople
Industry Analysis
Ratio Analysis
Short Term Solvency or Liquidity Ratios
Long Term Solvency & Financial Leverage Ratios
Asset Management and Turnover Ratios
Market Value Ratios
Stock Valuation Analysis
Residual Income Valuation
First-mover advantage
Ownership of full electric powertrain systems
Innovative vehicle engineering
Limited inventory costs
Government incentives
Competitive driving range

No proven long-term market for EVs
Limited opprtunity for customers to try before they buy
EV charge range declines over time
Limited experience servicing EVs
Open source patents
Potential to maximize profits by selling directly to consumer
Potential to be the dominant seller of EV powertrain components
Competitors - New and established
Consumer demand and market volatility
Technological advancements
Sustaining production capacity
Limited operating history
Government and regulatory limitations
3 vehicles to date: Roadster, Model S, and Model X (crossover vehicle)
Primary focus is Model S
Future products: 3rd generation EV at lower price point

Global store locations:
US, Europe, Japan

3 In Georgia:
S. Marietta Parkway
Buckhead (coming soon)
Decatur (coming soon)
Word of mouth
Media coverage
Product placement ads
Website and pay-per-click ads

First electric carriage invented between 1832-1839

Gasoline fueled Model T by Henry Ford was introduced in 1908
Radically changed the industry, EV's almost disappeared

Electric Vehicle growth and expected growth worldwide
New Industry- The Battery!
Full transcript