Transcript MODEL S ZERO EMISSIONS. ZERO COMPROMISES.

Gender Split
Male – 31
Female – 15
Incomes
Those with >$30,000 – 32
$30,000 to $50,000 – 5
More than $50,000 – 4
All but 1 drive gas
Color Preference
White, Blue/Black,
Silver/Chrome,
Red, Green, Yellow
Rankings (1st list)
Price – 20
Looks – 14
Mileage – 11
Horsepower – 9
Environmental Affects – 4
Rankings (2nd list)
Comfort – 24
Sound System – 13
Sunroof/Panoramic Roof - 11
Navigation System - 7
Heated Seats – 6
Yes, I would buy an electric car – 26
No, I would not buy an electric car – 18
Reasons why not:
 “Gas is more reliable”
 “Electric bill”
 “Like gas and diesel too much”
 “I would forget to charge it”
 “Charging infrastructure and battery technology are not
where I would like them”
 “I can only afford so much for electricity”
 “I hate those puny, weak cars”
 “Not efficient”
 “Performance unsuitable”
 “Need a car that will go a long way on one tank of gas”
 “Not enough range/performance”
High Cost
Lamborghini
Mercedes
BMW
Tesla
Diesel
Low Quality
High
Quality
Pickup
Truck
Hybrid
Motorcycle
Moped
Low Cost
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Issues with Roadster
◦ Battery depletion
◦ Battery Recharge
◦ Price of car and replacement battery
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Corrections made in Model S
◦ Battery depletion
◦ Battery Recharge
◦ Price of car and replacement battery
Strengths
Weaknesses
Opportunities
Threats
Strengths
 Pioneers in the electric industry
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Unique, with no competitors in the same class
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Performance matching that of many high end gasoline cars
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Longer range than most production electric cars, while
being larger than most
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The lowest drag coefficient in any available production car
up until January 2013.
Weaknesses
 Limited range
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Charging stations not readily available
everywhere in the world
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Length in charge time(5-10 hours)
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Lack of production
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Limited exposure
Opportunities
 Lack of knowledge among competitors
◦ Big competitors like Mercedes and Toyota had
Tesla’s help in the development of their products.
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No other countries currently produce a
similar concept.
Can potentially go global
Leader in an uprising industry
Threats
 Oil Companies
◦ Big Oil is a large issue economically as well as politically
and pushing the automotive industry to non-gas
powered options threatens their infrastructure.
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Past Reputation
◦ The Roadster’s battery brick issue did a number on
Tesla’s reputation.
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Other companies on the rise in electric car
industry
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Upper Middle Class
Professionals
Upper-Middle Class Families
 Families in upper class cities around the
world with an average income of the
household $300,000 plus with an average
home price greater than $400,000.
 Average age: 35-60
 PRIZM Cluster: Fast-Track Families
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High Income
Household w/ children
Technologically savvy
Outdoorsman
Professionals(Crackerjacks)
 Individuals who make over $100,000 a year
 Commute to work on a daily basis
 Generally Middle-age
 PRIZM Cluster: Movers & Shakers
◦ Between the ages of 35-54
◦ Household w/ children
◦ High percent of executives and white-collar
professionals
City
Suburban
Rural
Neighborhood
Families
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1
Area Students
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0
Area Professionals
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1
Key:
3 = strong market
2 = medium market
1 = small market
0 = no significant
market
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Large Cargo space
Range per charge – 200 to 265 mph
4.2sec 0-60
130 mph top speed
416 horsepower/ 442 lb-ft
0 tailpipe emission
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Word of mouth
◦ High traffic malls in major cities
◦ Strengthens brand recognition
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MotorTrend Magazine
Partner with UPS Automotive
◦ TV commercials
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United States
China
Japan
United Kingdom
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Population: 316 Million
Most Dense City: New York City -10500/km2
GDP per capita: $49,800
Median Age: 37.1 years old
Unemployment: 17.6 %
Literacy Rate: 99 %
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Population: 1.4 Billion
Most Dense City: Shanghai – 6800/km2
GDP per capita: $9,100
Median Age: 36 years old
Unemployment: 6.4 %
Literacy Rate: 92.2 %
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Population: 127,000,000
Most Dense City: Kyoto – 6400 km2
GDP per capita: $36,200
Median Age: 36 years old
Unemployment: 4.4 %
Literacy Rate: 99%
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Population: 63 Million
Most Dense City: London - 1500 km2
GDP per capita: $36,000
Median Age: 40.2 years old
Unemployment: 19.1 %
Literacy Rate: 99%
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Initial Investment: $13 Million
Break-even cost for basic car:
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Fixed Costs: $66,000
Variable Costs: $3,000
Total Costs: $69,000
Price Range: $62,400 - $87,400
BMW 5 Series Price Range: $58,000 $90,000
Mercedes E Class Price Range: $52,000 –
90,000
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Pricing Policy:
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Long term profits
Survey the competitive car dealers
Lower than other luxury cars
$7500 Rebate- That’s why the price is low
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Carbon Fluoride Batteries
Solar racing
Cross application of battery technology
Greener planet
Power stations