Telsa Marketing Strategy

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  • Topic: Tesla Motors, Tesla Roadster, Electric car
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  • Published : December 16, 2012
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Tesla’s Sustainability Challenge
November 18, 2012

Sustainability Marketing

Table of Contents

Introductionpage 3
Tesla Roadsterpage 3
Tesla Motor’s Successpage 3-4
Tesla Model S page 4
Conclusionpage 4
Referencespage 5

Introduction
Electric cars were once little more than a fantastic illustration of the future, then companies like Toyota, Honda, GM and Ford made them available and practical to environmentally conscientious public. Still, electronic cars hardly had an aesthetic and high performance appeal to high rollers; in 2006 Tesla motors unleashed the Tesla Roadster. The Tesla Roadster is portrayed as an ‘electric supercar’ that can compete with high end automobiles such as Porsche and Ferrari as an attractive alternative. Tesla Roadster

The Tesla has many desirable features; ‘it can do 0-60 in less than 4 seconds, reach speeds of 125 mph and has a range of 220 miles with a recharge time of only 3.5 hours (Belz, pg. 145).’ While the Tesla Roadster is not a viable option for the average consumer at a retail price of $100,000, the concept of a sustainable high performance vehicle managed to make a good impression on the wealthy ‘early adopters’ whom the Tesla was marketed towards. Despite the failure to get the car to market quickly in 2007, and the failure keep the cost down, many loyal prospects insisted on keeping the commitment and waited to buy the car, only some 3% asked for their deposit back. Tesla Motors Success

Tesla Motor’s sales became a success, while many car companies had less demand and overproduced hybrid vehicles taking a loss. Tesla initially under produced, however their opportunity was ripe and the push for sustainable products in the car market was growing along with prices at the gas pump. Along with their awaited launch in 2008, Tesla Motors were working on a more affordable model known as the Model S sedan, which at $60,000 ($40,000 less than the Roadster: almost half the cost!) is...
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