You are on page 1of 9

Content

 Introduction
 Strategy
 Technology
1. Batteries
2. Motors
3. Autopilot
4. Glass
5. Supercharger
 Conclusion
 Reference
Introduction

Tesla, Inc. (formerly Tesla Motors, Inc.), is an American automotive


and energy company based in Palo Alto, California. The company
specializes in electric car manufacturing and, through its SolarCity
subsidiary, solar panel manufacturing. It operates multiple production
and assembly plants, such as Gigafactory 1 near Reno, Nevada, and its
main vehicle manufacturing facility at Tesla Factory in Fremont,
California. As of March 2019, Tesla sells Model S, Model X, and
Model 3 cars. It is accepting reservations for the Model Y, Roadster
(2020), and Semi vehicles. Tesla also sells Powerwall, Powerpack and
Megapack batteries, solar panels, solar roof tiles, and some related
products.

Tesla was founded in July 2003, by engineers Martin Eberhard and Marc
Tarpenning, under the name Tesla Motors. The company's name is a
tribute to engineer Nikola Tesla. In early Series A funding, Tesla Motors
was joined by Elon Musk, J. B. Straubel and Ian Wright, all of whom are
retroactively allowed to call themselves co-founders of the company.
Musk, who formerly served as chairman and is the current chief
executive officer, said that he envisioned Tesla Motors as a technology
company and independent automaker, aimed at eventually offering
electric cars at prices affordable to the average consumer. Tesla Motors
shortened its name to Tesla in February 2017.
Strategy

Tesla business strategy is to emulate typical technological-product life


cycles and initially target affluent buyers, and then move into larger
markets at lower price points. The battery and electric drivetrain
technology for each model would be developed and partially paid for
through the sales of earlier models. The Roadster was low-volume and
priced at US$109,000. Model S and Model X targeted the broader
luxury market. Model 3 and the Model Y is aimed at a higher-volume
segment. This business strategy is common in the technology industry.
According to a Musk blog post, "New technology in any field takes a
few versions to optimize before reaching the mass market, and in this
case it is competing with 150 years and trillions of dollars spent on
gasoline cars.

Robotic manufacturing of the Model S at the Tesla Factory in Fremont,


California

Tesla's production strategy includes a high degree of vertical integration


(80% in 2016), which includes component production and proprietary
charging infrastructure. The company operates large factories to capture
economies of scale. Tesla builds electric powertrain components for
vehicles from other automakers, including the Smart ED2 For Two
electric drive (the lowest-priced car from Daimler AG), the Toyota
RAV4 EV, and Freightliner's Custom Chassis Electric Van. Vertical
integration is rare in the automotive industry, where companies typically
outsource 80% of components to suppliers and focus on engine
manufacturing and final assembly.
Technology
Batteries
Tesla cars have a powerful battery, which is charged by electricity. This
gives juice for the car to run for a certain period of time. This battery is
somewhat similar to the batteries that you can find in your laptop and
smartphone. In other words, Tesla uses lithium ion batteries in order to
power up their super cars. However, these batteries are extremely
powerful. In fact, a battery that you can find in a Tesla car is made out
of thousands of lithium ion cells. As a result, these batteries weigh a lot.
In other words, the battery of a Tesla car weighs about several
thousand pounds. All these batteries are made at the headquarters of
Tesla Bay Area. Therefore, the quality and durability of the batteries are
guaranteed. All the batteries come along with a dedicated heating
system as well. This heating system would help people to start their
cars under cold weather conditions. Therefore, people who spend their
money to purchase Tesla cars will not have to come across any battery
related issues because of their advanced car technology.

Motors
Until now, the Model S and X used conventional induction motors. In an
induction motor, alternating current is run through windings in the stator
(the stationary portion of the motor) to produce a rotating magnetic field.
This magnetic field induces electric currents in the windings of the rotor
(the spinning part of the motor) that generates an opposing magnetic
field, causing the rotor to turn in the same direction as the magnetic
field.

The Model 3 debuted with an alternative motor technology that Tesla


calls a permanent magnet synchronous reluctance motor. A synchronous
reluctance motor has a series of electromagnets around the stator, but the
rotor doesn't have any windings or permanent magnets. Instead, the rotor
contains veins of a magnetic material interspersed with non-magnetic
material, arranged so that it has a preferred orientation in the magnetic
field created by the stator.

To turn the rotor, the motor activates electromagnets in sequence,


creating a rotating magnetic field that pulls the rotor along. This design
is known as a synchronized motor because the activation of the
electromagnets is synchronized to the rotation speed of the rotor—
something that isn't true for an induction motor.

Autopilot
Cruise Control

The radar and forward-facing cameras track the position of cars ahead
and adjust the Tesla’s speed accordingly. This feature maintains a safe
distance between you and the car in front. The distance between the cars
depends on the speed both cars are traveling. If a car merges into your
lane, the Tesla will monitor its position and reduce speed if necessary.
The Tesla will not panic and slam on the brakes if a car merges in your
lane and accelerates.

Autosteer

The autosteer function lets the Tesla stay centered in a lane, change
lanes, and self-park. To keep the Tesla centered, the cameras around the
car track the positioning of road markings and the sensors monitor other
cars on the road to keep a safe distance. For the Tesla to change lanes,
the driver manually indicates the turn signal, then the sensors prevent the
Tesla from merging into other cars. To self-park in parallel and
perpendicular positions the car uses both the sensors and cameras to
avoid hitting any surroundings.

Glass

Solar Roof Glass

In November 2016, the company announced the Tesla glass technology


group. The group produced the roof glass for the Tesla Model 3 and for
use in SolarCity roof tiles .The tiles contain an embedded solar collector,
and are one-third lighter than standard roof tiles.

UV Protection Glass

The two glass panels that make up the Model 3’s roof are more
complex than most simple car glass. They are impregnated with a UV-
reflective layer that is specifically designed to repel those wavelengths
of light that cause an enclosed space to heat up; commonly known as the
greenhouse effect.
Tesla Supercharger
A Tesla Supercharger is a 480-volt DC fast-charging station built by
American vehicle manufacturer Tesla Inc. for their all-electric cars. The
Tesla Supercharger network of fast-charging stations was introduced
beginning in 2012. As of October 2019 the electric vehicle network
consisted of 14,658 individual Supercharger stalls at 1,659 locations
worldwide with an additional 115 locations under construction
worldwide (64 in the USA). Tesla has also distributed 23,963 destination
chargers to locations worldwide. Tesla Model S was the first car to be
able to use the network, followed by the Tesla Model X

Each Supercharger stall has a connector to supply electrical power at up


to 72‒250 kW via a direct current connection to the 400-volt car battery
pack. Originally the Superchargers could deliver up to 120 kW of power
per car (depending on circumstances), but this has been raised with the
latest versions of the Supercharger. Since 2015, calculation of routes
with Supercharger stops has been integrated with turn-by-turn
navigation on Tesla's supported cars. Payment for electricity is
performed automatically with a credit card on file, while some older
Tesla vehicles have 100–400 kWh, or unlimited, inclusive charging
credit.
Conclusion
Based on the data collected for this case study, we have concluded that
Tesla Motors is an innovative company whose mission is to avoid global
warming. Its sustainability business strategy is to apply innovation and
shared value. This has made Tesla socially responsible to its
environment as well as earning millions of dollars in profit.
Their impact in the automobile industry are significant; The Triple
Bottom Line shows the significant impact Tesla has on the sustainability
of their environment. They care for their customer's safety, and also
provide great health insurance to their employees while working in a
safe satellites offices. Their environmental benefits include reducing
the greenhouse effect, zero emission, renewable energy source. Even
though Tesla haven't made much profit ; it's revolutionized industry
had a great impact on people, which have increased its market share.
Other automotive manufacturers even began creating hybrid vehicles,
most through Tesla's patent.
Reference

 Wikipedia.com
 Tesla.com
 Wired.com
 Jameco.com
 Theverge.com

You might also like