Tesla Motors design, build and sell luxury electric cars globally. Their company mission statement is to “accelerate the world’s transition to electric mobility with a full range of increasingly affordable electric cars”. The business has become a major marketing success story, they have payed all debts and returned a profit in 2012. Founders of Tesla Motors created their business on a very strong product marketing plan. Their products would appeal to wealthy people who wanted the luxury & convenience of a premium car, without taxing on the environment. Tesla have achieved this goal by implementing various features in their products: long range batteries, premium price points, reasonable sizes (not too small) and installing battery swap locations across the US, to remove the hassle of charge times.
Tesla Motors founded their brand on appealing to the needs and wants of consumers in the auto-industry, their success can be linked directly to effective marketing techniques utilised when designing products. The business recognised a need for luxury and 'eco-friendly' cars that are capable of driving reasonable distances without requiring lengthy recharges.
Elon Musk (Co-founder & CEO of Tesla Motors) outlines his reasons for deciding to appeal to the higher / premium end of the auto market as “where customers are prepared to pay a premium” (2), but finishes saying that the company's eventual goal is to “drive down market as fast as possible to higher unit volume and lower prices with each successive model” (2). This plan can be seen in action with the successive release of the Tesla Roadster, Tesla Model S, and finally the Tesla Model X – each successive car is lower in price and broader in appeal.
Before Tesla Motors appeared in the marketplace there was no brand major / successful brand that focused purely on electric cars, the marketplace was dominated by veteran companies such as Ford & Mercedes Benz. By designing...