Tesla’s Integration of Marketing Communications
Tesla’s Integration of Marketing Communications
Tesla Motors Inc. gained widespread attention by producing the Tesla Roadster in 2008, the first federally-compliant electric vehicle. The roadster is also impressive because of its sports car design. Tesla then followed in summer of 2012 with the release of the Model S in the United States, which is a fully electric luxury sedan. Tesla Motors was founded in 2003 by a group of intrepid Silicon Valley engineers who set out to prove that electric vehicles could be awesome (Tesla.com, 2013). They currently have 31 stores across the United States and in European and Asian countries and are working to expand to other locations. Tesla designs, develops, manufactures and sells electric vehicles and advanced electric vehicle powertrain components. Tesla owns its sales and service network. In addition to developing its Model S and future vehicle manufacturing capabilities at the Tesla Factory, the company is designing, developing and manufacturing lithium-ion battery packs, electric motors, gearboxes and components both for its vehicles and for its original equipment manufacturer customers (NYTimes.com, 2013). After 10 years, the company posted profits for the first time during the first quarter of 2013. Even Tesla’s business model is, in stark contrast to its competitors, wholly of the 21st century. Instead of sprawling dealerships eating up entire neighborhoods, it employs “galleries” in downtowns and malls to show off its product. Knowledgeable representatives are on hand to teach and demonstrate the unique features and requirements of a luxury long-range electric car; these salespersons bear little resemblance to the commission hounding “vultures” that embody the traditional auto dealer to many. Instead, once they have given you all the information you want to know, you leave. You customize and order your car online, which Tesla will deliver to your door, unless you prefer factory pickup. No
Tesla Motors Inc. gained widespread attention by producing the Tesla Roadster in 2008, the first federally-compliant electric vehicle. The roadster is also impressive because of its sports car design. Tesla then followed in summer of 2012 with the release of the Model S in the United States, which is a fully electric luxury sedan. Tesla Motors was founded in 2003 by a group of intrepid Silicon Valley engineers who set out to prove that electric vehicles could be awesome (Tesla.com, 2013). They currently have 31 stores across the United States and in European and Asian countries and are working to expand to other locations. Tesla designs, develops, manufactures and sells electric vehicles and advanced electric vehicle powertrain components. Tesla owns its sales and service network. In addition to developing its Model S and future vehicle manufacturing capabilities at the Tesla Factory, the company is designing, developing and manufacturing lithium-ion battery packs, electric motors, gearboxes and components both for its vehicles and for its original equipment manufacturer customers (NYTimes.com, 2013). After 10 years, the company posted profits for the first time during the first quarter of 2013. Even Tesla’s business model is, in stark contrast to its competitors, wholly of the 21st century. Instead of sprawling dealerships eating up entire neighborhoods, it employs “galleries” in downtowns and malls to show off its product. Knowledgeable representatives are on hand to teach and demonstrate the unique features and requirements of a luxury long-range electric car; these salespersons bear little resemblance to the commission hounding “vultures” that embody the traditional auto dealer to many. Instead, once they have given you all the information you want to know, you leave. You customize and order your car online, which Tesla will deliver to your door, unless you prefer factory pickup. No
References: Tesla Motors Inc. (2013). Annual Report 10K Report. Retrieved 14 August 2013 from http://ir.teslamotors.com/sec.cfm?DocType=Annual&Year=&FormatFilter Tesla.com (2013) About Tesla. Tesla Motors. Retrieved 12 August 2013 from http://www.teslamotors.com/about NYTimes.com (2013). Tesla Motors Inc. The New York Times. Retrieved on 12 August 2013 from http://topics.nytimes.com/topics/news/business/companies/tesla-motors-inc/index.html Reynolds, S. (2013). Why You Should Copy Tesla’s Way of Marketing. Forbes. 01 September 2013. Retrieved 21 September from http://www.forbes.com/sites/siimonreynolds/2013/09/01/why-you-should-copy-teslas-way-of-marketing/