Marketing Plan: Tesla Motors

...

MEDIA PLAN……………………………………………………………………………………………………………..16

EVALUATION……………………………………………………………………………………………………………………….16

REFERENCES………………………………………………………………………………………………………………………..17

Executive Summary

In 2003, Elson Musk worked with Martin Eberhard and Marc Tarpenning to to establish Tesla Motors. These three engineers wanted to prove that electric vehicles can be luxurious and perform well. Tesla Motors has established a reputation for themselves as a leader in the electric vehicle market, and a leader in innovation. Tesla Motors targets young to mid age men, who like to be on the forefront of technology (early adapter), who do not wish to pay premium gas prices, and who are environment friendly.

Introduction

Company History

Tesla Motors is an automotive company that designs, manufactures and sells electric cars and electric vehicle powertrain components. The company was founded in 2003 by two American entrepreneurs, Martin Eberhard and Marc Tarpenning, and was named after the Serbian inventor Nikola Tesla. The two entrepreneurs/engineers developed Tesla Motors to prove to the world that electric cars could be better than gasoline-powered vehicles. Tesla’s engineers first designed a powertrain for a sports car build around an AC induction motor, the same kind of motor that was patented in 1988 by Nikola Tesla. The resulting Tesla Roadster was launched in 2008 and it set new standards for electric mobility. The Roadster was capable of accelerating from 0 to 60 mph in 3.7 seconds, and it was also able to travel 245 miles per charge of its lithium ion battery. This astonishing accomplishment would launch the sale of more than 2,400 Roadsters in over 30 countries.

In 2012, Tesla launched Model S, the world’s first premium electric sedan. The model was built to be 100 percent electric, and therefor it redefined the very concept of a four-door vehicle. The S model provides the comfort and utility of a family sedan while also having the capabilities of reaching sport car accelerations (0-60 in 5 seconds). Due to its quality and performance, the Model S was named Motor Trend’s 2013 Car of the Year and it also achieved a 5-star safety rating from the U.S national Highway Traffic Safety Administration.

In late 2104, Tesla CEO Elon Musk unveiled two dual motor all-wheel drive configurations of Model S. This upgrade would allow for further improvement of the vehicles handling and performance. The 85D features a high efficiency motor at the front and rear, giving the vehicle unparalleled control of traction in all conditions. The P85D model combines a highly efficient front motor with a performance rear motor for supercar acceleration, achieving a 0 to 60 MPH in 3.2 seconds. Due to this trait, this model was given the title as the fastest four-door production car ever made.

Now with more than 50,000 vehicles on the road worldwide, the auto company is preparing to launch its Model X vehicle. The Model X, is a crossover vehicle that enters production this year (2015). It too like the other Tesla models will have exhilarating acceleration. To make the vehicle more unique, it will have falcon wings and room for three rows of seating.

Purpose

Tesla Motor’s overarching purpose is to help expedite the move from a mine-and-burn hydrocarbon economy towards a solar electric economy. The belief is that the introduction of cleaner forms of transportation is the primary but not exclusive sustainable solution. The purpose is to also make an electric that is good for the environment without compromise to its performance.

Unique Features

- Batteries that are not toxic to the environment

- Lower power plant emissions

- Energy positive

Mission

Tesla Motors is a company that is not only concerned with earning, they also wish to see their vehicle make a change in the environment. Their main focus is to:

- Build sport cars

- Use earnings to build and affordable car

- Use the earnings from that to build an even more affordable car

- While doing the above, also provide zero emission electric power generation options

Product Description

Tesla Motors provides customers with high performance, innovative, electric powered vehicles.

Goals & Strategic Objective

The mission of Tesla Motors is to accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible.

- Introduce and educate individuals on the benefits or electric vehicles.

- Provide high quality vehicle with the convenience of online shopping and customization

- Utilize media and publicity as a free means to brand advertise.

1.Market Research

Current Market Situation

Although the demand for gas powered vehicle currently outweigh the electric vehicles, studies and statistics still show a rapid growth in EV. High levels of air pollution and carbon emission, as well as a perceived energy shortage, are all reasons why electric vehicles are slowly becoming a major factor in the global auto industry. Governments worldwide are keen to see increasing penetration of EV’s due to the environmental, economic, and energy security benefits they provide. Governments have seen the important of EV’s so much so that they are pushing automakers to developed more of these vehicles, and are even incentivizing citizens for buying them.

Industry Trends

The electric vehicle industry has seen many positive trends in the last few years, and with the growing concern on emissions and climate, it is projected to flourish even further. In early 2012, there were