Chapter 2 : Strategic Planning for a competitive advantage

the company states, "We believe our operational infrastructure provides us with a competitive advantage compared to traditional automobile manufacturers." Tesla motors is informing consumers by the masses about electric cars and their company being the first to manufacture fully electric car. Tesla Motors uses proprietary technology, world-class design and state-of-the-art manufacturing processes to create a new generation of highway capable electric vehicles. There website and company own dealerships and showrooms are attracting new customers everyday. They are a fairly new company to the automobile market and are adapting to a market that is constantly changing. One of Tesla's stated goals is to increase the number and variety of Electronic Vehicles available to mainstream consumers in three ways: Tesla sells its own vehicles in a growing number of company owned showrooms and online; it sells patented electric power train components to other automakers. Toyota and Daimler AG, teamed up with Tesla to help develop batteries for their electric cars, and both invested in Tesla. I visited a showroom in Roosevelt field mall and they have a employee there that tells you all about the car and why you should purchase it. According to the sales representative they have sold 4,750 units of the Model S in 2013. Tesla employs under 3,000 people and for it to deliver 4,750 sedans is impressive. Model S even outsold similarly priced luxury BMW and Mercedes models in the first quarter. Tesla is marketing to upper middle class green friendly baby boomer generation. Model S is fashionable, environmentally safe, and looks better than the Prius. Elon Musk chairman, architect and CEO of Tesla has been a major factor in the company's strategic planning, including the design, engineering and manufacturing of more and more affordable electric vehicles. Right now these cars are pretty expensive and new. Elon has a plan to make it affordable to an average family. His plan is to enter the market at the high end where people are willing to pay the premium and when someone buys the Tesla Model S, they are actually helping pay for development of the low cost family car. the mission statement for Tesla is , "Tesla’s goal is to accelerate the world’s transition to electric mobility with a full range of increasingly affordable electric cars. We're catalyzing change in the industry. Tesla vehicles and EVs powered by Tesla are fun to drive and environmentally responsible."  

http://www.teslamotors.com/blog/secret-tesla-motors-master-plan-just-between-you-and-me