Red Star Project

TESLA’S MODEL 3 LAUNCH IN RUSSIA

REDSTAR Project

OUR
Next step in Tesla’s marketing strategy PRODUCT
 For customers who want…

• To fulfill their need to be out of the box

• The newest of the newest

• A great car
Features that meet these needs

• Tesla is a symbol of being out of the

box

• Tesla is the most innovative, and keeps

on developing

• The car has great features in the interior

as well as in the engine and driving
range
How and Where? What does it look like?

It is AN INNOVATIVE car that they

will use on the road, but not just to INNOVATIVE
drive. It is A SYMBOL to EXPRESS
HIMSELF. Besides this, the customer IMPRESSIVE
can use it not only in the city, but
also for longer trips. TO SHOW ON A PARTY
How is it differentiated versus it´s competitors?

• EXTRAORDINARY engine, and driving range

(ludicrous)

• HIGHLY DEVELOPED interior with big touch

screen, connected with internet

• AUTOPILOT for cruise control, steering has to be

done manually, but in the future this might also
be done automatically.
Services and warranties
• Tesla offers free installation of a charger at home

• Unconditional warranty for Red Star battery, even for user

error

• Best security rating in USA

• Free charging at Tesla’s charging points

• Service plan is available against payment (this is optional)

• Less then $ 500,- a year

• When the car is in for service, a Tesla Roadster is

temporarely available

• Tesla picks up and returns the car when maintainance

• Upgrading the hardware and software

Product Mix

 Product Line : Model S,

Model X, Roadster,
Supercharger, Powerwall

 Length: 5 items

 Depth : 3 models of Red

Star car
Umbrella brand

Roadster Dark Star White Star Red Star

Supercharg Powerwall
er
 Portfolio – Implementing our best current technologies

ROADSTER Dark Star White Star Red Star

98 000 $ 75 000 $ 60 000 $ 30 000 $

5-Star Safety Rating 5-Star Safety Rating 5-Star Safety Rating 5-Star Safety Rating
No Autopilot Autopilot Autopilot Autopilot
450 km of range 528 km of range 450 km of range 700 km of range
0 to 100 km/h in 3 sec 0 to 100 km/h in 3 sec 0 to 100 km/h in 3,5 sec 0 to 100 km/h in 3 sec

ALL THE BEST OF

WILL BE WILL BE WILL BE TESLA CURRENT
UPGRADED UPGRADED UPGRADED TECHNOLOGIES IN
ONE CAR
Portfolio – One model | Three declinaisons

P100D P100 P100X

Serie production Serie production Limited edition
1000 km battery life 750 km battery life 750 km battery life

0 to 100 km/h in 3 sec 0 to 100 km/h in 3 sec 0 to 100 km/h in 2.5 sec
Top speed : 250 km/h Top speed : 250 km/h Top speed : 300 km/h
FP : 259 HP / BP : 503 FP : 259 HP / BP : 259 FP : 259 HP / BP : 503
Possibilities for options Possibilities for options Luxury finitions
Problems or opportunities?
Revenue growth is slowing

 Target audience of Tesla

continue to buy new
models and thus maximize
coverage and maintain
market share

 Tesla is going to launch a

cheaper car in comparison
with previous models and
revenues will grow
because of scale
 Problems or opportunities?
PRODUCTS INCREASINGLY SEEN AS COMMODITIZE

• Each model has significant distinctive features and competitive advantage

• Сoncentrating on specific characteristic

POOR CROSS-SELL OR UP-SELL BETWEEN BRANDS

• No internal cannibalization because Tesla has a variety car models line in a different price segments

M&A ACTIVITY HAS RESULTED IN A BLOATED PORTFOLIO

• Tesla is аn independent company

• Tesla has its own facilities for research and developments

• Independence make Tesla ahead of the existing technology

BRANDS FUNDING/SUPPORT MISALIGNED WITH PROFITABILITY /POTENTIAL

• Expense in the development and technologies will allow occupy its own niche

• And make the project pay off in the long term perspective
BCG matrix

E
X
S

Roa
dste
r
Product Life Cycle
Global Market position

Sales

Introduction Growth Maturity Decline

Audience Early Adopters Mainstream Late adopters Laggards

Market Small Growing Large Contracting
Sales Low High Flattering Moderate
Competition Low Moderate High Moderate
Business Focus Awareness Market Share Customer Retention Transition
Design Focus Tuning Scaling Support Transition
Product Life Cycle
Russian Market position

Sales

Introduction Growth Maturity Decline

Audience Early Adopters Mainstream Late adopters Laggards

Market Small Growing Large Contracting
Sales Low High Flattering Moderate
Competition Low Moderate High Moderate
Business Focus Awareness Market Share Customer Retention Transition
Design Focus Tuning Scaling Support Transition