Company Background2003- Tesla Motors is Formed Tesla Motors was named after Nikola Tesla 2004-Secured $30 Million in funding from Elon MuskElon Musk becomes board chairman of Tesla2008- Released Tesla Roadster 2012- Stopped production of Tesla RoadsterProduction begins for Model S2015- Gigafactory construction announcedSupercharging Stations starts construction across the U.S.2016- Model 3 released, production begins in late 2017
Mission Statement“To accelerate the world’s transition to sustainable energy.”
Vision StatementTesla Motors (2011) vision is to “Create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles” (p. 3).
Value DisciplinesGeneric Value DisciplinesOperational ExcellenceProduct LeadershipCustomer Intimacy
Competitor Benchmarking Automobile industry Electric vehicle (EV), luxury sedan, and the sport utility vehicle marketsMain EV competitors are General Motors, Ford Motor Company, Nissan Motors, and VolkswagenModel S competes with the Mercedes-Benz S-Class, BMW 7 Series, Lexus LS, Audi A8 and Porsche PanameraMarket commonality is highShares resource similarity but lithium ion battery gives competitive advantage over rivalsFirst-mover firm - achieved competitive advantage by taking innovative actions
Internal EnvironmentTangible resources – Tesla Factory & GigafactoryIntangible resources - a reputation for quality, luxury electric vehicles with distinctive stylingCapabilities in manufacturing and research and development