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Tesla Model S business model analysis

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Katie Pie

on 14 January 2014

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Transcript of Tesla Model S business model analysis

Company overview
Business model definition
Investment decision
How an organization creates, delivers and captures value while converting payments into profits and whether the company remains sustainable in its future activities.
Tesla Model S: $ 68,000 - $87,000
- too expensive, offer lower priced cars to enable
cost-effective "total cost of ownership"
= cheaper batteries needed
but cobalt and lithium: constrained resource
= prices

- Hybrid & Diesel as alternatives
battery range & charging infrastructure and systems not satisfying enough

Investment - customer
founded in 2003
CEO Elon Musk
headquarter in California
designs, manufactures, sells electric cars and components
First model: Roadster in 2008
Model S since mid - 2012
- premium sedan
- seats 5 people
- "sporty design"
Company overview
Value Proposition
customer Front-end
Consumer awareness towards sustainability:
- price sensitivity
- availability of alternatives
- oil industry still functional, fracking
- not threatened in daily routines yet
trust in already established brand names higher
uncertainties > return on investment
Revenue - cost
Key Activities:
production goal 2013:
20,000 Model S
37 service centers across USA
Key Partners:
Key resources:
supercharger infrastructure
human resources
store system
financial security
Customer Segments
Customer Relationship
46 stores USA
5 stores Germany
direct distribution
operating back-end
value-driven cost structure
2012: total automotive sales and costs
2013 Q1: first to realise profit
governmental support
2015: 1 million EVs USA
1,5 million EVs Germany
restrictions for conventional cars
environmentally aware customers
investment - "green image"
production of EVs more environmentally harming than production of conventional cars
= exploitation of rare resources for batteries
= closed loop battery system: 60% of battery pack
= "Supercharger": solar energy -> electricity
investment - first mover advantage
48% growth rate 2020
-> never achieved before
concentration on one product at a time
= fast followers, like GM/Ford
= end up as "one hit wonder"
Tesla- Model S business model analysis
Alexandr Derkach, Daniela Faden, Marton Pulay, Katharina Pietzka
January 7, 2014
Business model definition
3 different battery options
car customization
free charging at "Supercharger" stations
operating back-end
customer front-end
(based on Osterwalder, Pigneur and Teece)

Thank you for your attention!
Full transcript