tesla motors presentation

47
PROJECT DATE 15TH SEPT 2009 ALSET CONSULTANCY TESLA MOTORS PERFORMANCE WITH A CLEAN CONSCIENCE 1 Monday, September 14, 2009

Upload: cheo-cheang-zheng

Post on 18-Dec-2014

154 views

Category:

Documents


7 download

TRANSCRIPT

Page 1: Tesla Motors Presentation

PROJECT

DATE 15TH SEPT 2009 ALSET CONSULTANCY

TESLA MOTORSPERFORMANCE WITH A CLEAN CONSCIENCE

1Monday, September 14, 2009

Page 2: Tesla Motors Presentation

Overview of Car Market

2003 2004 2005 2006 2007 2008

Size 405,328 419,470 440,583 474,717 517,041 552,846

Growth - 3.49% 5.03% 7.75% 8.92% 6.92%

2Monday, September 14, 2009

Page 3: Tesla Motors Presentation

Overview of Car Market

0

120000

240000

360000

480000

600000

2003 2004 2005 2006 2007 2008

405,328 419,470440,583

474,717517,041

552,846

Number of cars in the Singaporean car market

3Monday, September 14, 2009

Page 4: Tesla Motors Presentation

Overview of Car MarketMajor players:

➡ Toyota

➡ Honda

➡ Nissan

➡ Hyundai

➡ Mitsubishi

4Monday, September 14, 2009

Page 5: Tesla Motors Presentation

Green Car Market3 types of ‘green’ cars in the market:

➡ Toyota Prius

➡ Honda Civic Hybrid

➡ Lexus RX400

5Monday, September 14, 2009

Page 6: Tesla Motors Presentation

History

Named after Serbian electrical engineer

Established in 2003 after many years of R&D

Headquartered in Silicon Valley (San Carlos, CA)

Launched the Tesla Roadster in 2008

Sells to North America and Europe

6Monday, September 14, 2009

Page 7: Tesla Motors Presentation

Roadster

‣ First ever all-electric 2-seater sports car

‣ Runs up to 393km per charge

‣ 500 units delivered in June 2009

7Monday, September 14, 2009

Page 8: Tesla Motors Presentation

Roadster

‣ 0-97km/h in 3.7s‣ Top speed of

201km/h‣ Cost of powering

vehicle estimated at US$0.02 per mile

8Monday, September 14, 2009

Page 9: Tesla Motors Presentation

Comparison of Technology

Driven by electric motor(s)

Does not use a petrol tank/exhaust system

Uses lithium ion rechargeable battery packs to drive the engine

4-8 hours for a full charge

ELECTRIC

9Monday, September 14, 2009

Page 10: Tesla Motors Presentation

Comparison of Technology

Driven by electric motor(s)

Does not use a petrol tank/exhaust system

Uses lithium ion rechargeable battery packs to drive the engine

4-8 hours for a full charge

ELECTRIC HYBRID

9Monday, September 14, 2009

Page 11: Tesla Motors Presentation

Comparison of Technology

Driven by electric motor(s)

Does not use a petrol tank/exhaust system

Uses lithium ion rechargeable battery packs to drive the engine

4-8 hours for a full charge

ELECTRIC HYBRID

Dual engines - electric and conventional oil engine

Electric power kicks in at low speeds/cruising

Does not require charging

Power split device - improves efficiency of oil engine

9Monday, September 14, 2009

Page 12: Tesla Motors Presentation

SegmentationSegments

Price Sensitivity Purpose of Usage

Importance of Aesthetics

Importance of Functions

MPV owners>2,000 cc

Low/Moderate

Family transportDaily use

Low/ModerateChild safety

Entertainment

Sedan owners1,000-2,400 cc

HighDaily use

Family transportModerate

Child safetyDriving aids

SUV owners>2,000 cc

LowDaily useLeisure

High4WD

Suspension

Luxury Sedans owners> 2,400 cc

LowBusinessLeisure

HighOnboard computer

Driving aids

Luxury Sports owners> 3,000 cc

Low Leisure High Engine performance

Green Car owners

Moderate/High

Going ‘green’ Moderate Moderate

10Monday, September 14, 2009

Page 13: Tesla Motors Presentation

Segmentation

11Monday, September 14, 2009

Page 14: Tesla Motors Presentation

SegmentationAge

Household Income (monthly) Personality/Behaviour

The ‘Care Bears’ 30-60 $5,000-$7,000Family-oriented, typical parents who ferry children, regular family outings,

large family size

The ‘Super Dogs’ >18 $3,000-$5,000 Budget-conscious, older empty-nesters, young singles/couples

The ‘Wild Hogs’ 30-45 $4,000-$6,000 Sporty, rugged, adventurous, highly competitive, thrill-seekers

The ‘Elite Eagles’ >35 $8,000-$10,000Status-conscious, middle aged,

higher social standing, stable careers, brand-conscious

The ‘Auto Horses’ 35-55 $20,000-$30,000Professionals, high-profile

individuals, status-conscious, flamboyant, self-indulgent

The ‘Green Dolphins’

>25 $4,000-$6,000 Environmentally-friendly, tech-savvy, trend-setters

12Monday, September 14, 2009

Page 15: Tesla Motors Presentation

Targeting

• Which market strategy are we adopting?

• Which market segment are we targeting?

13Monday, September 14, 2009

Page 16: Tesla Motors Presentation

Targeting

NICHE MARKET

• Which market strategy are we adopting?

• Which market segment are we targeting?

13Monday, September 14, 2009

Page 17: Tesla Motors Presentation

Targeting

NICHE MARKET

LUXURY SPORTS (AUTO HORSES)

• Which market strategy are we adopting?

• Which market segment are we targeting?

13Monday, September 14, 2009

Page 18: Tesla Motors Presentation

TargetingAge

Household Income (monthly) Personality/Behaviour

The ‘Care Bears’ 30-60 $5,000-$7,000

Family-oriented, typical parents who ferry children, regular family

outings, large family size

The ‘Super Dogs’

>18 $3,000-$5,000 Budget-conscious, older empty-nesters, young singles/couples

The ‘Wild Hogs’

30-45 $4,000-$6,000 Sporty, rugged, adventurous, highly competitive, thrill-seekers

The ‘Elite Eagles’

>35 $8,000-$10,000Status-conscious, middle aged,

higher social standing, stable careers, brand-conscious

The ‘Auto Horses’ 35-55 $20,000-$30,000

Professionals, high-profile individuals, status-conscious,

flamboyant, self-indulgent

The ‘Green Dolphins’

>25 $4,000-$6,000 Environmentally-friendly, tech-savvy, trend-setters

14Monday, September 14, 2009

Page 19: Tesla Motors Presentation

TargetingAge

Household Income (monthly) Personality/Behaviour

The ‘Care Bears’ 30-60 $5,000-$7,000

Family-oriented, typical parents who ferry children, regular family

outings, large family size

The ‘Super Dogs’

>18 $3,000-$5,000 Budget-conscious, older empty-nesters, young singles/couples

The ‘Wild Hogs’

30-45 $4,000-$6,000 Sporty, rugged, adventurous, highly competitive, thrill-seekers

The ‘Elite Eagles’

>35 $8,000-$10,000Status-conscious, middle aged,

higher social standing, stable careers, brand-conscious

The ‘Auto Horses’ 35-55 $20,000-$30,000

Professionals, high-profile individuals, status-conscious,

flamboyant, self-indulgent

The ‘Green Dolphins’

>25 $4,000-$6,000 Environmentally-friendly, tech-savvy, trend-setters

14Monday, September 14, 2009

Page 20: Tesla Motors Presentation

Targeting

Justification:

High prices are favoured among the richest car owners in Singapore

First movers advantage in market with his unprecedented green technology

Positive growth of Singapore car market for the past three years

15Monday, September 14, 2009

Page 21: Tesla Motors Presentation

Targeting

AUTO HORSES

GREEN DOLPHINS

(A)

(B)

(C)

16Monday, September 14, 2009

Page 22: Tesla Motors Presentation

Targeting

!

AUTO HORSES

GREEN DOLPHINS

(A)

(B)

(C)

16Monday, September 14, 2009

Page 23: Tesla Motors Presentation

Targeting

!!

AUTO HORSES

GREEN DOLPHINS

(A)

(B)

(C)

16Monday, September 14, 2009

Page 24: Tesla Motors Presentation

Targeting

!!

TESLA ROADSTER

AUTO HORSES

GREEN DOLPHINS

(A)

(B)

(C)

16Monday, September 14, 2009

Page 25: Tesla Motors Presentation

Targeting

!!

TESLA ROADSTER TESLA MODEL S

AUTO HORSES

GREEN DOLPHINS

(A)

(B)

(C)

16Monday, September 14, 2009

Page 26: Tesla Motors Presentation

Positioning

❖ Perception by target segment:

★ Roadster should be positioned to portray novelty

★ Make use of exclusiveness to instill pride (being a trend-setter) by standing out of the crowd

★ Guilt-free drive/environmentally-friendly lifestyle

★ Ownership elevates social status

17Monday, September 14, 2009

Page 27: Tesla Motors Presentation

Positioning

18Monday, September 14, 2009

Page 28: Tesla Motors Presentation

Positioning

❖ Marketing Mix

18Monday, September 14, 2009

Page 29: Tesla Motors Presentation

Positioning

❖ Marketing Mix

★ Price

18Monday, September 14, 2009

Page 30: Tesla Motors Presentation

Positioning

❖ Marketing Mix

★ Price

• Premium price - approximately S$480,000

18Monday, September 14, 2009

Page 31: Tesla Motors Presentation

Positioning

❖ Marketing Mix

★ Price

• Premium price - approximately S$480,000

• Attract the attention of the ‘Auto Horses’

18Monday, September 14, 2009

Page 32: Tesla Motors Presentation

Positioning

❖ Marketing Mix

★ Price

• Premium price - approximately S$480,000

• Attract the attention of the ‘Auto Horses’

★ Product

18Monday, September 14, 2009

Page 33: Tesla Motors Presentation

Positioning

❖ Marketing Mix

★ Price

• Premium price - approximately S$480,000

• Attract the attention of the ‘Auto Horses’

★ Product

• Emphasis on performance (comparable acceleration/top speed to a Ferrari)

18Monday, September 14, 2009

Page 34: Tesla Motors Presentation

Positioning

❖ Marketing Mix

★ Price

• Premium price - approximately S$480,000

• Attract the attention of the ‘Auto Horses’

★ Product

• Emphasis on performance (comparable acceleration/top speed to a Ferrari)

• Breakthrough zero-emission electric propulsion system

18Monday, September 14, 2009

Page 35: Tesla Motors Presentation

Positioning

19Monday, September 14, 2009

Page 36: Tesla Motors Presentation

Positioning❖ Marketing Mix

19Monday, September 14, 2009

Page 37: Tesla Motors Presentation

Positioning❖ Marketing Mix

★ Place

19Monday, September 14, 2009

Page 38: Tesla Motors Presentation

Positioning❖ Marketing Mix

★ Place

• Strategic location of showroom (D9, D10)

19Monday, September 14, 2009

Page 39: Tesla Motors Presentation

Positioning❖ Marketing Mix

★ Place

• Strategic location of showroom (D9, D10)

• Proximity to residences of the ‘Auto Horses’

19Monday, September 14, 2009

Page 40: Tesla Motors Presentation

Positioning❖ Marketing Mix

★ Place

• Strategic location of showroom (D9, D10)

• Proximity to residences of the ‘Auto Horses’

• Exclusive distributorship

19Monday, September 14, 2009

Page 41: Tesla Motors Presentation

Positioning❖ Marketing Mix

★ Place

• Strategic location of showroom (D9, D10)

• Proximity to residences of the ‘Auto Horses’

• Exclusive distributorship

★ Promotion

19Monday, September 14, 2009

Page 42: Tesla Motors Presentation

Positioning❖ Marketing Mix

★ Place

• Strategic location of showroom (D9, D10)

• Proximity to residences of the ‘Auto Horses’

• Exclusive distributorship

★ Promotion

• Exclusive by-invitation-only pre-launch (focused on the ‘Auto Horses’)

19Monday, September 14, 2009

Page 43: Tesla Motors Presentation

Positioning❖ Marketing Mix

★ Place

• Strategic location of showroom (D9, D10)

• Proximity to residences of the ‘Auto Horses’

• Exclusive distributorship

★ Promotion

• Exclusive by-invitation-only pre-launch (focused on the ‘Auto Horses’)

• High-key advertising campaign with focus on new, unrivaled technology

19Monday, September 14, 2009

Page 44: Tesla Motors Presentation

TESLA ROADSTER20Monday, September 14, 2009

Page 45: Tesla Motors Presentation

ELECTRIFY YOUR DRIVETESLA ROADSTER

20Monday, September 14, 2009

Page 46: Tesla Motors Presentation

AND REMEMBER.....

21Monday, September 14, 2009

Page 47: Tesla Motors Presentation

THANK YOUPRESENTED BY:ALSET CONSULTANCY- SARAH TAN- JENN LIM- CHIN HUI SHAN- DON SHUN- ALOYSIUS ANG

22Monday, September 14, 2009