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Tesla: Plug-in Hybrid and Electric Car

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Tesla: Plug-in Hybrid and Electric Car
Tesla Motors
Norbert Binkiewicz

Justin Chen
June 4, 2008

Matt Czubakowski

1

SWOT Analysis

Strengths
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Good engineering and technology research capability
Able to raise large amounts of capital
First mover advantage; the first company to offer a relatively practical fully electric car, customers include high-profile figures like Arnold Schwarzenegger,
George Clooney, and Jay Leno
Designs and builds many of the components in its cars, including the power electronics, motor and battery packs

Weaknesses
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Doesn’t have much brand recognition among the general public
A very small company with small sales volume, so no economies of scale
Possible supply problems with components, especially if demand increases
The Tesla Roadster hasn’t been on the market for very long, the longevity of fully electric cars remains to be proven

Opportunities
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Moving towards the family sedan market and making a product that is meant for more of the automotive market
Price of oil and gasoline skyrocketing, making the price premium for an electric car less of an issue
Expanding into developing lithium-ion batteries and other energy technologies, partnering with a battery company to improve battery technology

Threats
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Wrightspeed X1, a prototype high performance electric car that caters to the same market; the only direct competitor to Tesla that offers a similar product
Large automobile companies entering the market with full and hybrid electric cars, the GM Volt and Toyota Prius
The price of oil falling dramatically in the short run
A competitor having a breakthrough in related energy technologies, like hydrogen powered cars, natural gas, or ethanol

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Six Force Analysis

Competitors
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WrightSpeed X1 – small two-seater performance electric car based on existing design, meant for enthusiasts rather than daily drivers

Entrants
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Large mass-market manufacturers
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