TABLE OF CONTENT

TESLA MOTOR (COMPANY HISTORY)-

Tesla Motors is a high-end car manufacturer founded in 2003 by Martin Eberhard and Marc
Tarpenning. The company focuses on the production of electric vehicles and EV power train
components. The company first EV was launched in 2008 under the Tesla Roaster. Currently,
the company sells the Model S luxury sedan in North America, China, and European markets
(Tesla Motors 13). According to consumer reports, the Tesla Model S received the highest
customer satisfaction score of any car in the world. Currently, the company has a capitalization
of 27.98billion with an operating income of around 1.312 billion USD June 2021.

PRODUCT PORTFOLIO-

The company products fall into three categories: electric luxury cars, automotive components,
and rechargeable energy storage systems. Under the electric luxury brand, the company has
offered various product lines Of significant importance under this burner is the Tesla Motors.

COMPANY ANALYSIS

Model S product line and the other model to be released, Model X. The company has patent
right for Electric power trains and other related products. Equally, the company has invested
significantly in the production of rechargeable power products and the establishment of
Recharging stations.

MISSION-

The company mission since its inception has remained unchanged: “To accelerate the advent of
sustainable transport by bringing compelling mass market electric cars to market as soon as
possible.” (http://www.teslamotors.com). The company goals surround this mission statement.
According to the Chairman, the company has focused on accelerating the transition of the
world from gasoline dependent vehicles to electric mobility with increased affordability.
According to the company website, "they are catalyzing change in the automobile industry."
Since the vehicles are fun to drive and environmentally profitable, the company has won the
hearts of environmentally sensitive clientele. In making sure that the company achieves its
mission, the company has developed more stations and promises to continue this development
trend across the world. The aim is to ensure availability of battery technologies to act as
competing agents for gasoline-run vehicles.

COMPANY GOAL-

According to the company website, the company goal remains the same “To accelerate the
advent of sustainable transport by bringing compelling mass market electric cars to market as
soon as possible” (http://www.teslamotors.com).
COMPANY CORE COMPETENCY AND STRATEGY-

The company has focused on different strategy as the main business level strategy. The
company offers high-quality luxurious EVs to its consumers. At the cooperate level, the Tesla
Motors. Company Analysis 8 company has chosen to focus on product enhancement and
customer experience. The company focuses on expanding its international markets in the
European Union, China, India and Japan. According to Price Waterhouse Coopers, the company
is strategically position as a high-end market manufacturer and dealer. The company owns its
stores and service centers, invests significantly in innovation and high-performance vehicle. The
company has departed from the traditional business model employed by other players in the
industry by exclusively focusing on Electric power train technology and owning their stores and
services stations. Unlike other players in the market, the company has developed what most
critics have described as a disruptive technology in which owners of such technologies deploy it
successfully to a specific niche. Equally, the company has secured strategic alliances with
Panasonic cooperate for the development of more efficient and reliable batteries. The company
cooperates with companies like Toyota and Daimler in its production process .

THE ELECTRIC VECHILE MARKET-

The Electric Vehicle market commonly denoted as EV have moved past the infant stage with a number
of companies entering the market and gainfully commercializing their electric car products. The industry
has reached profitability levels and competition in the industry is intense. Governments are increasingly
recognizing the importance of regulation in boosting the industry and a number of incentive programs
have been developed with the intention of augmenting adoption of EV vehicles as the green option of
automotive products.