Tesla Motors - A New Era

Diana HealdIMC

Executive Summary Presentation

• Millennials

• upper class & wealthy

• educated & tech savvy

• environmentally aware

• tech savvy

• highly educated

• status conscious

• appreciation for style

• excitement for technology

• a willingness to risk in investments

• will be bundled and sold as a Tesla vehicle option

• will have the option to be bought and sold separately

• will include the Tesla logo

• will include Tesla Motors logo

• Marketed and advertised exclusively by Tesla Motors

• will be marketed and advertised with the slogan, “never run out of juice ever again”

• will feature consumers not fully conscious of running out of power for their electric vehicles, but not worried because they have the portable recharger.

• United States

• China

• Hong Kong

• China & Hong Kong

– international sales

– green global initiatives

– discount incentives

• Social Media #’s

– #Juice-it!

– #ChinaJuice-it!

– #HKJuice-it!

Television, Print & Social Media Campaign

• the theme will be “over the river and through the woods to grandmother's house we go...”

• diverse upper middle class families (kids, family pets, etc.) well dressed, single (technical) professional man & woman loading presents into the car, young Millennials (guy & girl) sitting inside the car presents on their laps, all asking each other if the other remembered to plug the car in, the night before

• mid-way through the ad each car stops and the music winds down slowly and briefly. They all say nothing and look at each other, they all get out go to their trunks and take out the portable recharger for Tesla cars, the minute they all plug in, the music winds back up slow to fast and they are all back on their way