TESLA MOTORS

Cars of the Future

Kazım Bayram
Management Information Systems
Yıldırım Beyazıt University
2015

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Outline
• About
• Tesla’s Roadmap
• Innovation in Tesla
• Tesla’s Products
• Competitors
• Strengths and Weaknesses
• Core Competencies
• Core Competence Evaluation
• Future of the company

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About Tesla Motors
• Founded in Silicon Valley in 2003

• Want to prove that electric cars could be better than

gasoline-powered cars.

• Company name is coming from Nikola Tesla who is famous

engineer and inventor of AC, induction engines and many
more things.

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Tesla Motors - Mission

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Tesla Motors - Logo
The logo reminds a cross sectional view of one pole of an
Out runner DC brushless motor

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Tesla Motors as-a Supplier
Tesla also markets electric powertrain components,
including lithium-ion battery packs to automakers
including Daimler and Toyota.

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About Elon Musk
• Age 44
• Engineer, inventor, investor
• Economist and Physicist
• Co-Founder and CEO of Tesla Motors
• CEO and CTO of SpaceX
• X.com, PayPal, Zip2
• Chairman of SolarCity and OpenAI.

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About Elon Musk
Musk decide work on three area that
effects the people’s future:
• Internet,
• Renewable/sustainable energy
• outer space.

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Roadmap of Tesla Motors
• Step one: Manufacturing a sport car for to show people, that
the fastest cars can run with electrics.
• Tesla Roadster (high price, low volume).

• Step two: Manufacturing a small number of expensive and

high quality car for to break prejudices of people to EV.
• Tesla Model S (with mid price, mid volume)

• Step three: Manufacturing a economic class cars for families.

• Model 3 (low price, high volume)

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Roadmap of Tesla Motors

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Innovation at Tesla
Tesla's innovations are in their design/development process
and in their marketing.
• Tesla is #1 at Forbes World's Most Innovative Companies List

• Made the first all-electrical vehicle.

• Made the best batteries in the world.

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Innovation at Tesla
• B2C – Tesla allows customer to buy a car over the web CAAS
model, and save time and money by skipping the middleman.

• Simple application updates – Customers can treat a Tesla car

as an App that can be upgraded on the fly when bug or better
algorithms are found.

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Innovation at Tesla
• Personalization – Customized experience for different drivers with car
seat, climate control, and other features etc.

• Quality QA and R&D – As a high-tech company, Tesla is always

working to create better cars. If an error is found, Tesla will pick up a
customer’s car and return it the next day with the error fixed

• Open Source Technology -Very much like Google open sourced its core
technologies to get more users

• Full Automated Manufacturing

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Tesla’s Products
• Tesla Roadster
• Tesla Model S
• Tesla Model X
• Tesla PowerWall
• Tesla Supercharger Stations

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 Tesla Roadster
• is the first highway-capable all-
electric vehicle in serial production
for sale in the United States in
recent times.
• Launched at 2008
• Accelerating from 0 to 100KMh in
3.7 seconds
• Range of 400KM per charge of its
lithium ion battery,
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0 - 60mph: 3.9 seconds • Driving Range: 244 miles • Base Price: $109,000 17
Tesla Model S
• Launched At 2012
• In 2.8 seconds Model S to the 100 KMH
• Range of 480KM per charge of its lithium
ion battery,
• Perfect 5.0 NHTSA automobile safety
rating.
• Autopilot equipped
• Available All-Wheel Drive Dual Motor

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Model S - Most Awarded Car of 2013

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Model S Charging Vocabulary

Tesla
Mobile
Connector
110V Outlet

Twin charger(s)
Tesla
240V Outlet High Power Wall Connector
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Tesla Model S

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Tesla Model S - Autopilot

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Tesla Model X
• Safest, fastest and most capable sport utility vehicle in
history.
• 90 kWh battery providing 415 KM of range
• Model X has ample seating for seven adults and all of
their gear.
• accelerating from zero to 10 KM per hour in as quick as
3.2 seconds.
• Will be launched at 2017

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Tesla PowerWall
• Tesla’s Home Battery solution for
sustainable energy at home

• Tesla home batteries maximize the

usefulness of your solar panels and offer a
variety of backup electricity supply
solutions.

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Tesla Supercharger
• The World’s Fastest Charging
Station

• Superchargers are free

connectors that charge Model S
in minutes instead of hours.

• 562 Supercharger stations with

3,223 Superchargers

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Tesla Supercharger

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Competitors
• Tesla markets and sells its cars through its own network of 80
stores located in North America, Europe and Asia.
• The company reported gross revenues of $2.01 billion.
• Elon Musk : “Tesla Motors is selling millions of cars a year and is
a rival to General Motors and Toyota.”
• Toyota
• General Motors (GM)

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Competitors
• Most of the Tesla’s Competitors are experienced in car industry more than 50
years. They have world-wide reputation.

• But, they cannot reach the Tesla’s technology level in EV industry.

• Tesla have a "first mover" advantage over companies.

About Competition:

No one knows that better than the man who has made EVs a real business for the
first time in the history of the auto industry: Elon Musk.
(http://www.businessinsider.com)

So, Competitors watch only the Art of the Tesla..

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Competitors? - Apple
• Apple Car is in R&D Stage

• They owned Tesla’s old engineers

• Elon Musk : “Important engineers?

They(Apple) have hired people we’ve
fired. We always jokingly call Apple the
‘Tesla Graveyard.’ If you don’t make it at
Tesla, you go work at Apple. I’m not
kidding.”

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Competitors – GM Bolt

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Competitors – Toyota
• Manufacturing hybrid or alternative fuel vehicles
• Tesla supply some parts of EV’s to Toyota
• Toyota works on HFCVs and EVs.
Elon says:
• Hydrogen is suitable for rockets but not for cars
• Not clean
• Not renewable

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Strengths And Weaknesses

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Tesla’s Core Competences
• Generate Self-reinforcing Enthusiasm for the Brand
• Create and Utilize Cutting Edge Technology
• Willing and Able to Take Risks
For to achieve
• Customer Value
• Extendibility
• Competitor Differentiation

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Core Competence Evalution

• Being “willing and able to take risks” allowed Tesla to find

its position in the market, and more importantly, force others
to take notice.

• Infrastructure investment shows this, and is supported by

their vision.

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Core Competence Evalution

• “Generate self-reinforcing enthusiasm for the brand” has

helped Tesla focus on R&D through better resource
allocation.

• This overcomes limitations in the external environment

related to potential substitutes and larger budgets of
competitors.

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Core Competence Evalution

• Tesla’s use of “cutting edge technology from top to bottom” is

a sign of commitment related to the values of Elon Musk and
helps them succeed.

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Future Of Company

• Tesla is the first (and still the only) company to create a

battery electric vehicle that is not a "weirdmobile“ and they
are certainly the near future of the automobile industry.

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Future Of Company
• Gigafactory to begin cell production in 2017 and reach full
capacity by 2020.

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Future Of Company

• Mass-market production models like Tesla 3 family cars are

scheduled for release by 2017

• Tesla X is scheduled at 2017

• More and more supercharger stations will be located at

Europe and America

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Innovation at Tesla

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 The End
Thanks for your attention

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