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Strategic Corporate Profile of Tesla Motors’ Global Operations

  • December 2013
  • -
  • Frost & Sullivan
  • -
  • 48 pages

From Industry Benchmark in Electric Vehicles to Mass Producer of Electric Vehicles by 2020

The aim of this strategic corporate profile is to provide an overview of the Tesla Motor Company that identifies and interprets the factors that contribute to the success of the organization. Tesla has a unique business model: direct sales through company showrooms and online. Additionally, Tesla sells patented electric powertrain components to other OEMs. This research also covers Tesla Motor’s product portfolio and sales performance; further, it covers the company’s global footprint, analyzes its key operational strategies, and focuses on its corporate structure and product-specific approaches.

Tesla Motors—Group Structure

•2013 Model S target sales: Xunits.
•Freemont Manufacturing facility is equipped to produce up to Xunits, running a double shift.
•Target price of Gen III, the mass market model to be introduced in 2016, is around $X.
• Additional source of revenue comes from th

Tesla Motors—Objective and Strategy

Channel
•Tesla Motors bypasses dealers and reaches customers directly through company-owned showrooms and online retail channels.
•Value-added services are included, such as superchargers—with X facilities installed in the US by 2012.

Strategy
•Tesla aims to become a mass producer of electric vehicles.
•In 2008, it launched the Tesla Roadster model—a paradigm shift/keystone in the EV market.
•Tesla is positioned as a key competitor in the EV market.

Positioning
•Tesla covers key market segments.
•The 2012 Model S targeted at the middle- and upper-middle-class customer.
•The 2014 Model X to take advantage of the booming SUV crossover segment.
•The 2016 Gen III is positioned to compete with mass market EVs.

Alliances
•To facilitate growth, Tesla has cultivated X types of partnerships, including supplier alliances, R&D alliances, and OEM alliances with other automobile manufacturers.
•Additional revenue is generated from the sale of electric powertrain components and development services.

Tesla Motors—Financial Performance and Future Guidance

•Designs, manufactures, and sells electric cars and electric vehicle powertrain components
•Headquartered in Palo Alto, California, USA
•Founded in 2003 by Elon Musk, Martin Eberhard, Marc Tarpenning, JB Straubel, and Ian Wright
•IPO in 2010; posted profits in the first quarter of 2013


Table Of Contents

Strategic Corporate Profile of Tesla Motors’ Global Operations
Table of Contents

1. Executive Summary
2. Tesla Motors' Objectives and Strategy
3. Tesla Motors' Brand Positioning and Strategy
4. Product Strategy—Product Portfolio and Roadmap
5. Technology Strategy
6. Partner Ecosystem
7. Infrastructure Strategy
8. Market Channel and Dealer Management Strategy
9. Growth Strategy
10. Key Conclusions
11. The Frost and Sullivan Story

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