“… Tesla S Model it’s what Marty McFly might have
brought back in place of his DeLorean in “Back to
the Future” ...” Consumer Report May 2013
CONTENTThe
industry
The
Company
The
Model S
The
Triple bottom line
Conclusion
1
2
3
4
5
The
INDUSTRY
The EV Industry
Most promising technology
Revolutionize the cost of mobility
Technology driven
Full of uncertainties
Full of competition
Government deeply involved
20 million EVs on the road by 2020Source: EVI
The
COMPANY
Tesla Motors Inc – Elon Musk
Co founder of:
42 years old
At 12 he sold a computer code for a video game
called Blastar
Academic career:
Queens university
Wharton School
University of Pennsylvania
He is actually being compared with the Marvel fictional character Tony Stark (Iron Man) for his actual work in
robotics and for being focused to protect the environment
President of:
Tesla Motors
Established in 2003
2010 Initial Public Offering
Tesla Roadster
Model S
Model X
Powertrain components suppliers
The
Model S
Tesla´s Model S
Second electric car
Basic Model price: USD 69.900
Released in June of 2012 (2.300 pre
ordered units)
Secret of success: a complex habitat of
batteries plugged into the car
The batteries last longer and can be
recharged faster
It can go from 0 to 60 mi in 4 secondsDesign + manufacturing are kept inside the company = Intellectual property
The new Ford Motors + Exxon Mobil (vertical integration)
Tesla´s Model S
Special pack of services
Leasing option (US Bank and Wells
Fargo)
Buy back option at a fixed rate
Free lend of an Model S while
maintenance is being done
Vertical integration on sales focused on
customers experience
Wide range of stores all over the world: San
Francisco, New York, Geneva, Paris,
Berlin, Copenhagen, Hong Kong and
Sydney
Tesla´s Model S Positioning
First Luxury car 100% electric
Outstanding performance
Package of services
The
Triple bottom line
TBL: Social
Gas savings
Federal tax credit
Lower service and maintenance expense
Time and hassle
Impact on the community and economy
Other incentives
TBL: EnvironmentalPROS
Zero tailpipe emissions
Economic support from Federal and Local
governments
No noise pollution
Improve the efficiency of utilization of energy
Less waste
CONS
“Relocation” of environmental externalities:
In the vehicle supply chain like metal depletion
In the Power Plants that produces electricity
TBL: Financial
Stock price increased 6 times from
its initial price
Doubled its revenue in 2012
Revenue Projection of Model S in
2013: 1.2 billion USD
Conclusion
“I thought: 'Well, what are some of the other problems that are likely to
most affect the future of humanity?' Not from the perspective, 'What's
the best way to make money?'” Elon Musk, Tesla CEO
QUESTIONS