Tesla, Inc.

Disruptive Innovation
By DHARSHAN R
About
• Tesla, Inc. is an American multinational automotive and clean energy company
headquartered in Austin, Texas. Tesla designs and manufactures electric
vehicles (electric cars and trucks), battery energy storage from home to grid-
scale, solar panels and solar roof tiles, and related products and services. Tesla is
one of the world's most valuable companies and remains the world's most valuable
automaker with a market capitalization of more than US$840 billion. The company
had the most worldwide sales of battery electric vehicles and plug-in electric
vehicles, capturing 21% of the battery-electric (purely electric) market and 14% of the
plug-in market (which includes plug-in hybrids) in 2021. Through its subsidiary Tesla
Energy, the company develops and is a major installer of photovoltaic systems in the
United States. Tesla Energy is also one of the largest global suppliers of battery
energy storage systems, with 3.99 gigawatt-hours (GWh) installed in 2021.

• Tesla was incorporated in July 2003 by Martin Eberhard and Marc Tarpenning as
Tesla Motors. The company's name is a tribute to inventor and electrical
engineer Nikola Tesla. In February 2004, via a $6.5 million investment, Elon
Musk became the largest shareholder of the company. He has served as CEO since
2008. According to Musk, the purpose of Tesla is to help expedite the move to
sustainable transport and energy, obtained through electric vehicles and solar
power. Tesla began production of its first car model, the Roadster sports car, in 2009.
This was followed by the Model S sedan in 2012, the Model X SUV in 2015, the Model
3 sedan in 2017, and the Model Y crossover in 2020. The Model 3 is the all-time best-
selling plug-in electric car worldwide, and, in June 2021, became the first electric car
to sell 1 million units globally. Tesla's global sales were 936,222 cars in 2021, a 87%
increase over the previous year, and cumulative sales totaled 3 million cars as of
August 2022.In October 2021, Tesla's market capitalization reached $1 trillion,
the sixth company to do so in U.S. history.
 ELON MUSK
• Elon Reeve Musk FRS (born June 28, 1971) is
a naturalized American business magnate and investor. He is the
founder, CEO, and Chief Engineer at SpaceX; angel investor, CEO,
and product architect of Tesla, Inc.; founder of The Boring Company;
and co-founder of Neuralink and OpenAI. With an estimated net worth
of around US$253.4 billion as of September 7, 2022, Musk is the
wealthiest person in the world according to both the Bloomberg
Billionaires Index and Forbes' real-time billionaires list.Musk was born
in Pretoria, South Africa, where he grew up. He briefly attended
the University of Pretoria before moving to Canada at age 17, acquiring
citizenship through his Canadian-born mother. Two years later, he
matriculated at Queen's University and transferred to the University of
Pennsylvania, where he received bachelor's degrees in Economics and
Physics. He moved to California in 1995 to attend Stanford
University but decided instead to pursue a business career, co-
founding the web software company Zip2 with his brother Kimbal. The
startup was acquired by Compaq for $307 million in 1999. The same
year, Musk co-founded online bank X.com, which merged
with Confinity in 2000 to form PayPal. eBay bought PayPal in 2002, for
$1.5 billion.
• In 2002, Musk founded SpaceX, an aerospace manufacturer and
space transport services company, of which he serves as CEO and
Chief Engineer. In 2004, he was an early investor in electric vehicle
manufacturer Tesla Motors, Inc. (now Tesla, Inc.). He became its
chairman and product architect, eventually assuming the position of
CEO in 2008. In 2006, he helped create SolarCity, a solar energy
company that was later acquired by Tesla and became Tesla Energy. In
2015, he co-founded OpenAI, a nonprofit research company
promoting friendly artificial intelligence (AI). In 2016, he co-founded
Neuralink, a neurotechnology company focused on developing brain–
computer interfaces, and founded The Boring Company, a tunnel
construction company. Musk has proposed a hyperloop high-
speed vactrain transportation system and is the president of the Musk
Foundation, which donates to scientific research and education.
Mission and
Vision
Tesla’s corporate mission is “to
accelerate the world’s transition to
sustainable energy.”

Tesla’s corporate vision is “to create

the most compelling car company
of the 21st century by driving the
world’s transition to electric
vehicles.”
PRODUCT
• Tesla is an independent automaker
that offers a wide range of products
made from the latest technology. It
adheres to a B2B model which
encourages partnership with other
companies by supplying products as
well as services and also the B2C
model by offering luxury, family and
mass market vehicles.
• It is a well-known distributor,
manufacturer, developer and
designer of eco-friendly products
and also offers related services to
other automotive companies. Major
product manufactured by Tesla is
electric sedan powered by the
battery.
• Motors
 Induction motor
Batteries
Lithium-ion battery
Products
 Magnet motor
Glass
offered
• Autopilot
 Lane-departure warning
Roof glass
Roof tiles with the solar
collector
by Tesla
 Adaptive cruise control
 Autosteer
 Emergency braking Battery products
 Autopark Powerwall
Promotion
In order to create mass
awareness, Tesla has taken the
help of social platform.
Latest information along
with features, specification,
safety measures, warranty, new
software is updated at regular
intervals on its official website.
More than 232 videos are
uploaded on its official channel
It always creates a viral buzz at
via YouTube with nearly
the launch of any new product.
1.56 Million subs showing great
features of their vehicles.
Elon Musk is the public face of
the company and he
Discussions are held periodically actively participates in
on social media about various several interviews and talk
products and technology. shows. This helps in
gaining positive visibility and
recall value of the brand name.
 • Tesla Motors has absolutely zero marketing budget. It has no advertising commercial or
billboards, no ad agency, and no CMO.
• One of the many reasons for this unique strategy is that Tesla has more number of
Promotion orders for cars than they can actually manufacture.
• Its surcharging stations on highways and charging ports at malls, hotels, and restaurants
continued have brand name Tesla written over them.
• Tesla recently announced that Tesla's research will be publicly available and
giving up patents. This helped company gain a lot of positive public image and position
itself as a DO-gooder brand for the humanity.

This Photo by Unknown author is licensed under CC BY.

Place
• Tesla Motors caters to a worldwide audience via its
headquarters based in Palo Alto in the United states.
• It has a wide sales and distribution network of its
own that includes stores in Asia, Europe, Australia,
South Korea, Dubai and North America.
• One of the largest markets of for electric vehicles is in
China.
• Tesla currently operate one factory in Fremont and
three Gigafactories in Nevada, New York and Shanghai.
They are also Planning to open 2 more Gigafactory in
Texas and Germany by 2021.
• The company has followed a direct-to-consumer sales
approach.
• The Company's goal is to minimize inventory costs and
make each car when the customer orders it.
• They use stores, galleries and online website to
sell their products.
• Inspections and services are offered at their
own service stations.
• One of its important R&D department is at Athens in
Greece.
Origin of Name
of TESLA
• The company's name is a tribute to inventor
and electrical engineer Nikola Tesla.

• Nikola Tesla, (born July 9/10, 1856, Smiljan,

Austrian Empire [now in Croatia]—died January
7, 1943, New York, New York, U.S.), Serbian
American inventor and engineer who
discovered and patented the rotating magnetic
field, the basis of most alternating-
current machinery. He also developed the
three-phase system of electric
power transmission. He immigrated to
the United States in 1884 and sold
the patent rights to his system of alternating-
current dynamos, transformers, and motors
to George Westinghouse. In 1891 he invented
the Tesla coil, an induction coil widely used
in radio technology.
This Photo by Unknown author is licensed under CC BY-SA.
THANK YOU

This Photo by Unknown author is licensed under CC BY-NC.