A PROJECT WORK ON

TESLA

SUBMITTED BY:-
KRUTIDEEPAN SAMAL
B.COM(HONS.)
 COMPANY PROFILE
Tesla, Inc. (formerly Tesla Motors, Inc.) is an American automotive and energy
company based in Palo Alto, California. The company specializes in electric car
manufacturing and, through its SolarCity subsidiary, solar panel manufacturing. It
operates multiple production and assembly plants, notably Gigafactory 1 near Reno,
Nevada, and its main vehicle manufacturing facility at Tesla Factory in Fremont,
California. As of June 2018, Tesla sells the Model S, Model X and Model 3 vehicles,
Powerwall and Powerpack batteries, solar panels, solar roof tiles, and some related
products.

Tesla was founded in July 2003, by engineers Martin Eberhard and Marc Tarpenning,
under the name Tesla Motors. The company's name was derived from physicist Nikola
Tesla. In early Series A funding, Tesla Motors was joined by Elon Musk, J. B. Straubel
and Ian Wright, all of whom are retrospectively allowed to call themselves co-
founders of the company. Musk, who formerly served as chairman and is the current
chief executive officer, said that he envisioned Tesla Motors as a technology company
and independent automaker, aimed at eventually offering electric cars at prices
affordable to the average consumer. Tesla Motors shortened its name to Tesla in
February 2017. Year over year U.S. sales from 2017 to 2018, Tesla vehicle sales
increased by 280% from 48,000 to 182,400.
 COMPANY HISTORY
• Tesla Motors was founded by Martin Eberhard and Marc Tarpenning on July 1, 2003. In the early days of the
company, the two financed its operations before calling for outside funding. Following an early Series A round of
funding, the company's board was joined by investors Elon Musk, J. B. Straubel and Ian Wright. A September 2009
lawsuit settling agreement between Eberhard and Tesla Motors allows all five to call themselves founders. The
founders were influenced to start the company after GM recalled and destroyed its EV1 electric cars in 2003.

• The insignia of Tesla as seen on a Tesla Roadster (2008) Sport

• Eberhard and Marc Tarpenning conceived and founded the company, also funding the company until the Series A
round. Musk led the Series A in February 2004, joining the board of directors as its chairman as well as in
operational roles. Musk was then the controlling investor in Tesla, providing the large majority of the US$7.5
million round with personal funds. Co-founder Martin Eberhard was the original CEO of Tesla until he was asked to
resign in August 2007 by the board of directors. Eberhard then took the title of "President of Technology" before
ultimately leaving the company in January 2008 along with co-founder Marc Tarpenning, who served as the CFO
and subsequently the Vice-President of Electrical Engineering of the company until 2008. Eberhard later filed suit
against the company, alleging that current CEO Elon Musk sought to "rewrite history".

• Tesla began with a sports car aimed at early adopters followed by mainstream and mass market vehicles, all
serving "as a catalyst to accelerate the day of electric vehicles".

• Tesla signed a Roadster production contract on July 11, 2005, with Group Lotus to produce "gliders" (complete
cars but without powertrain). The Roadster used an AC motor descended directly from Nikola Tesla's original 1882
design.
 COMPANY HISTORY
• The Tesla Roadster (2008) was the first production automobile to use lithium-ion battery cells and the first production EV
with a range greater than 200 mi (320 km) per charge.Between 2008 and March 2012, Tesla sold more than 2,250 Roadsters
in 31 countries.Tesla stopped taking orders for the Roadster in the U.S. market in August 2011.
• In December 2012, Tesla employed almost 3,000 full-time employees.As of late 2016, Tesla employed more than 30,000
(25,000 in the US) after acquiring Grohmann and SolarCity.

• Musk also led Tesla's Series B US$13 million investment round and co-led the third, US$40 million round in May 2006. Tesla's
third round included investment from prominent entrepreneurs including Google co-founders Sergey Brin and Larry Page.
The fourth round in May 2007 added another US$45 million.

• In late 2007, Tesla brought on Michael Marks, and later Ze'ev Drori, to replace Eberhard as CEO.Drori temporarily returned
the company to profitability, reducing the company's workforce by about 10%.In October 2008, Musk became CEO and laid
off an additional 25% of Tesla's workforce.In December, a fifth round added another US$40 million, avoiding bankruptcy.

• By January 2009, Tesla had raised US$187 million and delivered 147 cars. Musk himself had invested US$70 million.In May
2009, Daimler AG acquired an equity stake of less than 10% of Tesla for a reported US$50 million, again saving Tesla.Toyota
provided a similar amount in 2010.

• The Tesla obelisk is used to identify the Supercharger network sites in California.
• In June 2009, Tesla was approved to receive US$465 million in low-interest loans from the 2007 US$8 billion Advanced
Technology Vehicles Manufacturing Loan Program by the United States Department of Energy.The funding came in 2010 and
supported engineering and production of the Model S, as well as the development of commercial powertrain technology.
• Late 2018, Elon Musk made a bold promise to have "Tesla Chargers" located all across Europe by the end of 2019.
 PR0DUCT LINE
• Tesla Motors 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 this international corporation is electric-sedan
powered by the battery. Besides this, it also produces sustainable-energy
technologies and supercharging stations. Some of its products are as follows
Motors
• Induction motor
• Magnet motor

• Autopilot
 PR0DUCT LINE
• Batteries

• Lithium-ion battery
• Glass

• Roof glass
• Roof tiles with the solar collector
• Battery products

• Powerwall

• Vehicle models
• Tesla Model S: Tesla launched its first sedan of premium quality with features
like auto-pilot self-driving, adaptive lighting, powerful and strong engine and a
 PRODUCT LINE
• mode for the protection of occupants
• Tesla Model 3: Tesla has launched its third generation vehicle Model 3
with fanfare and within a week the company recorded the maximum
number of bookings. It is one of the most prized possessions made with
help of electric-car technology and maximum safety standards.
• Tesla Model X: It is a crossover SUV with the aluminum body. Clean-air
technology offers the occupants protection from the polluted air. This
sports vehicle is one of the quickest at 60 mph/2.9 seconds, safest with 5-
star ratings and spacious with easy access to both third and second row of
seating
 Place in the Marketing mix of Tesla
Motors
• 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 Tesla for electric
vehicles is in China and in October 2017 in an agreement with
the government of China, a manufacturing plant was to be
opened at Shanghai. By May 2017, this international company
operates via eight outlets in Canada including cities like
Montreal and Ontario.
 Price in the Marketing mix of Tesla
Motors
• At the end of the fiscal year 2017, Tesla Motors posted revenues of 11.76
billion US$ with its net income at -2.24 billion US$ and total assets of
28.66 billion US$. Tesla Motors initially decided to target wealthy buyers
making a conscious decision to capture larger markets later on with lower-
pricings. Hence at its onset, it adopted a premium pricing strategy and
maintained high prices for its premium products. This was for a niche
market that was more interested in high-quality products with the latest
technology irrespective of its price range because they could easily afford
such products.

• Later on, the company launched affordable products keeping in mind the
mid-scale general consumers. It wanted to capture a large part of the
consumer market and hence adopted a reasonable pricing strategy. This
was a huge success as it was able to sell a greater number of products and
this resulted in higher profit margins and greater revenues.
 Promotions in the Marketing
mix of Tesla Motors

• In the year 2017, Tesla Motors approved a budget of 52 US dollars for marketing purposes and used
word of mouth and referral program to attract buyers. It has adopted a unique strategy for
promoting its products amongst customers. This multinational company also takes the help of
media releases and its PR team to create positive brand awareness. As part of its PR activities, its
surcharging stations on highways and charging ports at malls, hotels, and restaurants have brand
name Tesla written over them.

• In order to create mass awareness, Tesla has taken the help of social platform. It deals highly via its
website, blog, forums and hence uses online platforms for marketing purposes. It always creates a
viral buzz at the launch of any new product. More than one hundred and fifty videos are uploaded
on its official channel via YouTube with nearly 364k followers showing great features of their
vehicles.

• Latest information along with features, specifications, safety measures, warranty, new software is
updated at regular intervals on its official website for interested customers. Tesla uses its Facebook
page for maximum benefit and has more than 2.2 million followers. Discussions are held
periodically on this social medium about various products and technology. The company also
connects with its fans via Twitter successfully as it has more than 1.73 million followers on its
Twitter account.

• CEO Elon Musk is the public face of the company and he actively participates in several interviews
and talk shows. This helps in gaining positive visibility and recall value of the brand name.
COMPEITETORS OF THE COMPANY
• GM
• Nissan
• Volkswagen
• SAIC
• FAW Group
• Dongfeng
• BAIC
• NIO
• Federal Signal
• WBC
 VEHICLE MODELS OF TESLA
Model S
Model X
Model 3
2020 Roadster
Tesla Semi
Model Y
Planned models
Battery products
 HOT PRODUCTS
• TESLA S
• The 2018 Tesla Model S luxury sedan safely can be called a vehicle that
history will remember. The all-electric Model S remains the fastest plug-in
car in volume production, though those qualities come at a price. Tesla
doesn’t have trim levels, but this year the Model S comes in essentially
three versions, all now with all-wheel drive: the “75D” has a 75-kilowatt-
hour battery pack, the “100D” has a 100-kwh pack, and the top-of-the-
line “P100D” also has a 100-kwh pack but more powerful motors. It’s the
hot rod of the group.
 HOT PRODUCTS
• TESLA X
• VEHICLE TYPE: front- and rear-motor; all-wheel-drive; 5-, 6-, or 7-passenger; 4-door hatchback

• BASE PRICE: $100,700

• MOTORS: 2 induction AC; combined output, 483 hp, 487 lb-ft; 100.0-kWh lithium-ion battery pack

• TRANSMISSION: 1-speed direct-drive

• DIMENSIONS :
• Wheelbase: 116.7 in
• Length: 198.3 in
• Width: 78.7 in
• Height: 66.0 in
• Passenger volume: 112–140 cu ft
• Cargo volume: 20 cu ft
• Curb weight (C/D est): 5450–5500 lb

• PERFORMANCE (C/D EST):

• Zero to 60 mph: 4.5 sec
• Zero to 100 mph: 9.6 sec
• Standing ¼-mile: 12.8 sec
• Top speed: 155 mph