PRESENTATION N BEJ M (13 BATCH) |OVERVIEW.. Tesla Motors is named after electrical ‘engineer and physicist Nikola Tesla. Nikola Tesla was an inventor, electrical engineer, mechanical engineer, and futurist best known for his contributions to the design of the modern alternating current (AC) electricity supply system Tesla Motors, inc. is an American company that designs, manufactures, and sells electric cars and electric vehicle powertrain components. * Tesla Motors was incorporated in July 2003 by Martin Eberhard and Marc Tarpenning, who financed the company until the Series A round of funding ‘Musk led the Series A round of investment in February 2004, joining Tesla's Board of Directors as its Chairman. = Tesla's primary goal was to commercialize electric vehicles, starting with a premium sports car aimed at early adopters and then moving as rapidly as possible into more mainstream vehicles, including sedans and affordable compacts, = Musk was the controlling investor in Tesla from the first financing round, funding the large majority of the Series A capital investment round of US$7.5. million with personal fundsAbout ELON MUSK.. —— = ts * ll Elon Musk is a South Africa-born, Canadian-American engineer, entrepreneur, and inventor, * Received a Bachelor of Science degree in Physics from the Wharton School = Second bachelor's degree, a Bachelor of Arts degree in Economics = Aged 24, Musk moved to California to begin a PhD in Applied physics at Stanford, but left the program after two days to pursue his entrepreneurial aspirations in the areas of the Internet, renewable energy and outer space. #52"¢ richest man with net worth of 7.5 bn USS ( Forbes). = CEO and CTO of Spacex = CEO and chief product architect of Tesla Motors = Chairman of SolarCity = founder of SpaceX = (Co founder of PayPal, Tesla Motors, and Zip2 = Proposed a conceptual high-speed transportation system known the Hyperloop.THE COMPANY... The Tesla Roadster, the company's first vehicle, is the first production automobile to use lithium-ion battery cells and the first production EV with a range greater than 200 miles (320 km) per charge. The Tesla Roadster uses an AC Motor descended directly from Tesla's original 1882 design. Tesla unveiled the Tesla Model S all-electric sedan on March 26, 2009. In December 2012, Tesla employed almost 3,000 full-time employees. By January 2014, this number had grown to 6,000 employees. Tesla first gained widespread attention following their production of the Tesla Roadster, the first fully electric sports car. The company's second vehicle is the Model 5, a fully electric luxury sedan. its next two vehicles are the Models X and 3 to be launched by 2017.TESLA MILESTONE... 2003 2006 2007 2008 2008 » Founded * Prototypes of the + Two batches of 100 + Opened first retail + Unveiled the Roadster introduced Roadsters sell, store in Los Angeles, Model § tothe public second in Menlo Park + Strategic * Stopped taking, © Commercial deliveries + Time Magatine's Best + Model will Partnership Roadster orders cfthe Made! begin 25 inventions of 2012 ‘enter production anneuneed + _Urwelled Model X + Began building + Musk promises US to + BOK of US with Toyota Supercharger stations be covered with Population Supercharger stations covered by + tnitiad Pubic + First partial recall Supercharger Offering tationsSTRATEGIES OF TESLA MOTORS " MARKETING STRATEGIES * PROMOTIONAL STRATEGIES " ADVERTISEMENT STRATEGIES "RESEARCH & DEVELOPMENT STRATEGIESMARKETING STRATEGY.. As Per ELON MUSK.. The MARKETING STRATEGY to bring up the TESLA MOTORS.. * Build sports car * Use that money to bu in affordable car above, also provide zero emission electric power generation \ a optionsCONTINUE... Start with a great product : Tesla would be dead today if they didn’t build the best car available today, There are too many obstacles — range, lack of road trips, and buyer confusion to name a few. Tesla used electric technology to build a car that can’t be reproduced with a combustion engine. It’s as fast as a Porsche and gets the equivalent of 100 miles per gallon. It has very few moving parts. It is the most aerodynamic car made and has the most cargo space of any car in its class. Start high and work your way dewn : It’s a lot easier to build a lust-inducing $100,000 car than a cheaper model. Tesla started with the $100K plus roadster built on a Modified Lotus platform. With the Model S, they started with production of $100K vehicles and are working their way towards the S60K entry-luxury models. By starting high, Tesla is letting early adopters fund technology development. As. volume increases, prices are coming dawn. Turn auto industry strengths into weaknesses : Historically, luxury cars have been sold-and justified based on the quality of their engineering, Most luxury automobile companies tout “performance through engineering” as the one thing that makes them special and desirable. Tesla marketing focuses on performance through technology while touting the simplicity of the platform.PROMOTIONAL STRATEGY... Build the community & focus on the experience ; From the beginning, Tesla has made user forums and user community a key part of the online experience. Tesla marketing highlights the unique Tesla buying and ownership experience and encourages owners to interact with the company and each other in full public view on the Tesla site. This provides a rich base of content — and owner passion — on view for prospective buyers.CONTINUE... Create a new multi-channel model: Tesla decided not to build a traditional car dealer network. Nobody likes car dealers: even buying and servicing a high-end car like a Porsche is a dreadful experience. * Tesla looked at the car buying process and optimized its sales model to fit the way people buy cars today. * Since people start online, Tesla designed their process around online information, commerce, and community. + Their site is unusually clear, clean, and effective. For people who want to see the car, they are building kiosk stores in malls with Tesla experts who can’t sell cars and who aren't commissioned. * When a buyer is ready, they place a refundable deposit online. If they want to drive a car, they can arrange a test drive after they've placed a deposit. Essentially, Tesla is selling cars the same way Apple sells the iPhone. Gasoline v/s Electric events Existing franchise dealers have a fundamental conflict of interest between selling gasoline cars, which constitute the vast majority of their business, and selling the new technology of electric cars. It is impossible for them to explain the advantages of going electric without simultaneously undermining their traditional business. Tesla Model S. Despite being purely electric, it is faster 0-100 than BMW's top of the range MS.ADVERTISEMENT STRATEGY... Tesla does not spend millions of dollars in a traditional ad campaign. * They let you and | discuss it, rave about it, hate on it, or rejoice in the spirit of going electric in a Tesla, be the catalyst to a viral and brilliant marketing campaign. * At the end of the day, Tesla advertising is free. Although Tesla Motors has no advertising department, nor an ad team, and certainly, no Chief Marketing Officer (CMO), spokeswoman Alexis Georgeson, who is a PR person in the company says: “Right now, the stores are our advertising, We're very confident we can sell 20,000-plus cars a year—without paid advertising. It may be something we'll do years down the road. But it’s certainly not something we feel is crucial for sales right now. By contrast, Nissan spent $25 million advertising its Leaf EV in 2012." The TESLA SHOWROOMS are the biggest advertisements centers for the company.CONTINUE... Tesla motor showrooms * They are not located along main roads like every other car dealer, they are in shopping malls — right alongside brands like Zara, Bloomingdales and Sees Candy. Hence because of their location, Tesla gets tens of thousands of people walking right past their car, every single day. * Incredibly, many sales have come from people who had zero interest in buying a car until they saw Tesla’s showroom (They were probably in the mall to buy a dress or see a movie), Impressed by the car's design they could walk right in and immediately talk to a sales person — rather than have to specifically drive out to a dealershipRESEARCH & DEVELOPMENT STRATEGV.. Battery technology Tesla Electric Car Recharging Station (USA, 2014) Unlike other automakers, Tesla does not use single-purpose, larger format cells. Tesla uses thousands of lithium-ion 18650 commodity cells. 18650 cells are small, cylindrical battery cells, which are usually found in laptops and other consumer electronics devices. Tesla Motors uses a unique version of these cells, designed to be cheaper to manufacture and to be lighter than the standard cells. AutoPilot Beginning with vehicles manufactured in late September 2014, all new Model S come equipped with a camera mounted at the top of the windshield, forward looking radar in the lower grill, and ultrasonic sonar sensors in the front and rear bumpers - providing a 360 degree buffer zone around the car for autonomous driving. Fast charge network In 2012, Tesla Motors began building a network of 480-volt fast charging Supercharger stations to facilitate longer distance journeys in the Madel S.CONTINUE... COMPETITIVE ADVANTAGE Nato has a comprehensive, proprietary technology with 40 patents awarded & over 200 patent apoleations pending 18850 Celis Batory Pack Power Blecironics ‘Motor ‘Gear Box nee Chemie gh teergyCenaty + Pawer Mert Scare ssuare ree tore Preeretar Orne Preeretar atmaae Geerery 2 Weeyieeter Nc recton Mo (pte uncon ness AeneratcrSeeds Orcomnsien = Mi Trede Sota age Agra Sonar ‘Noire er Ata toon Paice Saery Fess Ontssat Ourger nag crceney hey Nocied lca ‘coe Safety Festunes + Pun Prasng& gmt fe hoe ne Ceses Thema Mgt ettmare THE MORE EFFICIENT X= BATTERY TECHNOLOGY rot eoFUTURE ROADMAP.. Becoming Energy Positive Tesla Motors will be co-marketing sustainable energy products from other companies along with the car. For example, among other choices, we will be offering a modestly sized and priced solar panel from SolarCity, a photevaltaics company. This system can be installed on your roof in an out of the way location, because of its small size, or set up as a carport and will generate about 50 miles per day of electricity. If you travel less than 350 miles per week, you will therefore be “energy positive” with respect to your personal transportation. Tesla Motors’ Gigafactory The 35 GWh lithium-ion cell production facility, in partnership with Panasonic, will cut battery cost in a lower-cost electric vehicle by orily $2,800, and create overcapacity as Tesla likely working on its target of selling 500,600 electric cars in 2020.CONTINUE.. Gigafactory Projected Timeline [ a Tesla and its partners will invest =$4-5 billon in the Gigafactory through 2020. CapEx will be shared by Gigafactory partners. Tesla will directly invest =$2 billion. id | 2014 | Wis 216 | ‘2017TESLA MOTORS MODEL VARIANTS.. Tesla Roadster Tesla Motors’ first production vehicle, the Tesla Roadster, was an all-electric sports car. It was the first highway-capable all-electric vehicle in the modern era. The Roadster was also the first production automobile to use lithium-ion battery cells and first mass production BEV to travel more than 200 miles (320 km} per charge Model $ The first homegrown car made by Tesla Motors. The Model S was to have three battery pack options for a range of up to 265 miles (426 km) per charge AutoPilot All new Model S come equipped with a camera mounted at the top of the windshield, forward looking radar in the lower grill, and ultrasonic sonar sensors in the front and rear bumpers—providing a 360 degree buffer zone around the car. This allows to detect road signs, lane markings, obstacles, and other vehicles. In addition to adaptive cruise control and lane departure warning, this system will enable semi- autonomous drive and parking capabilities.TESLA MOTORS FUTURE MODEL VARIANTS.. Model X A concept modern electric car to be mass produced by 2017. Model 3 Its current name was announced onTwitter on July 16, 2014. The all-electric car will have a range of 200 miles (320 km), with first deliveries expected to begin by 2017. In 2014, Tesla Motors CEO, Elon Musk offered the following prognosis for autonomous driving technology: The ability for drivers to let their cars do the driving could be ready ina six-year time frame, but it will take several more years for governments to work out the industry guidelines for wide embrace of the innovation.THANK YOU