CHAPTER 1 :

INTRODUCTION

Tesla, Inc. (formerly Tesla Motors), founded in 2003, is an American multinational

corporation based in Palo Alto, California, that specializes in electric vehicles, lithium-ion
battery energy storage and solar panel manufacturing (through the subsidiary
company SolarCity).[4][5][6][7][8] As of June 2018, Tesla sells the Tesla Model S, Model X, Model
3, Powerwall and Powerpack batteries, solar panels, solar roof tiles, and related products.
CEO Elon Musk said that he envisions Tesla as a technology company and independent
automaker,[9] aimed at eventually offering electric cars at prices affordable to the average
consumer.[10][11] The company was named for the electrical engineer and physicistNikola Tesla by
company founders Martin Eberhard and Marc Tarpenning

HISTORY
The company was founded in 2003 by Martin Eberhard and Marc Tarpenning, although the company
also considers Elon Musk, JB Straubel and Ian Wright as co-founders.[1] The founders were
influenced to start the company after GM recalled and destroyed its EV1 electric cars in 2003.[

Tesla began with a sports car aimed at early adopters followed by mainstream and mass market
vehicles,[26][27] all serving "as a catalyst to accelerate the day of electric vehicles".[28]
Tesla signed a Roadster production contract on July 11, 2005, with Group Lotus to produce "gliders"
(complete cars but without powertrain).[29] The Roadster used an AC motor descended directly from
Nikola Tesla's original 1882 design.[30]
The Tesla Roadster (2008) was the first production automobile to use lithium-ion battery cells and
the first production EV with a range greater than 200 mi (320 km) per charge.[31] Between 2008 and
March 2012, Tesla sold more than 2,250 Roadsters in 31 countries.[32][33][34] Tesla stopped taking
orders for the Roadster in the U.S. market in August 2011.[3
By January 2009, Tesla had raised US$187 million and delivered 147 cars. Musk himself had
invested US$70 million.[42][45] In May 2009, Daimler AG acquired an equity stake of less than 10% of
Tesla for a reported US$50 million,[46][47] again saving Tesla.[48] Toyota provided a similar amount in
2010.[47]
In June 2009, Tesla was approved to receive US$465 million in low-interest loans from the
2007 US$8 billion Advanced Technology Vehicles Manufacturing Loan Program by the United
States Department of Energy.[49] The funding came in 2010 and supported engineering and
production of the Model S, as well as the development of commercial powertrain technology.
 Tesla, Inc.

Tesla Headquarters in Palo Alto

Type Public

 NASDAQ: TSLA
Traded as
 NASDAQ-100 Component
 Russell 1000 Component

ISIN US88160R1014

Industry  Automotive
 Energy storage

Founded July 1, 2003; 15 years ago,

in Delaware, U.S.

Founders  Martin Eberhard

 Marc Tarpenning
 Ian Wright[i]
 Elon Musk[i]
 J. B. Straubel[i]
Headquarters Palo Alto, California, U.S.

Area served Worldwide

Key people  Elon Musk

 (Chairman & CEO)
 Jeffrey Brian Straubel
 (CTO)
 Deepak Ahuja
 (CFO)

Products  Electric Vehicles

 Tesla Energy

Production output 101,312 vehicles (2017)

Revenue US$ 11.76 billion (2017)

Operating income US$ -1.63 billion (2017)

Net income US$ -2.24 billion (2017)

Total assets US$ 28.66 billion (2017)

Total equity US$ 4.24 billion (2017)

Number of 37,543 (2017)

employees

Subsidiaries  SolarCity
 Tesla Grohmann Automation

Website Tesla.com
Objectives

to accelerate the world’s transition to sustainable energy .

Create stunning solar roofs with seamlessly integrated battery storage
Expand the electric vehicle product line to address all major segments
Develop a self-driving capability that is 10X safer than manual via massive fleet
learning
Enable your car to make money for you when you aren’t using it

Problem study
The main purpose of the project is to analyze the marketing mix of the
company and consumers satisfaction about Tesla .

Purpose of the project