researching tesla electric vehicle overview

Contents INTRODUCTION AUTOMOTIVE INDUSTRY AND TESLA MOTORS .3 1.1 History of the company 1.2 Tesla Motors 1.3 Evolution of Tesla ANALYSIS TESLA MOTORS .6 2.1 Identifying core competencies and capabilities of Tesla Motors 2.2 Business model 2.3 Tesla Motor SWOT 2.3.1 External analysis .7 2.3.1.1 Porter’s five force model 2.3.1.2 Stakeholder Analysis 11 2.3.2 Internal Analysis 13 2.4 Tesla Motors’s business strategy 16 2.5 Tesla motor technology strategy 18 2.5.1 Tesla’s secret weapn: intense focus on batteries .18 2.5.2 Engine block .20 2.5.3 Autopilot System 22 TESLA AND COMPETITORS 24 3.1 Competitors .24 3.2 How is Tesla going to compete? .26 3.2.1 Innovative lithium ion batteries .26 3.2.2 Large network of supercharger stations 27 UNIQUE DIRECT-TO-CUSTOMER SELLING MODEL .28 DEVELOPMENT OF LITHIUM CELLS “ GIGAFACTORY” 28 REFERENCES 30 download by : skknchat@gmail.com INTRODUCTION Today, the level of environmental pollution has been a problem that many developed countries have to deal with, not only that, human health in industrialized countries is also going down Transportation industry is one of the most toxic gas emission industries In particular, internal combustion engines are one of the core causes of heavy pollution as today The amount of NOx, SOx, CO2, COx is extremely toxic not only to humans but also to the earth directly - our green house In that situation, special leaders in European countries have set milestones to completely replace diesel-powered vehicles and including gasoline engines with electric motors In the US, nature lovers and careers are willing to order electric cars despite high costs and many shortcomings, pioneer in electric vehicle industry in the US is Tesla In the automobile industry, electric vehicles have been researched by manufacturers for a long time, but the achievements are not much Chevrolet Bolt, Hyundai Ioniq, Nissan Leaf were the electric cars of the previous Tesla Model However, these models are not much interested Although not the first electric car in the world, Tesla Model got an order beyond expectations 276,000 units were sold after days of launch, bringing Tesla nearly 10 billion USD So why does an electric car come to life that makes people so crazy? It is even considered by the world's users as the "apple of the automotive industry" It can be explained by a fairly simple phrase, because Tesla is different from traditional cars Where did the difference come from? To get an overview of the reasons for that remarkable difference, our group below is the topic: "Researching Tesla electric vehicle overview." download by : skknchat@gmail.com AUTOMOTIVE INDUSTRY AND TESLA MOTORS 1.1 History of the company - Tesla is a name taken from an American inventor (Tesla Nikola), who was born in 1856 in 1943 Tesla is known for his revolutionary contributions in the fields of electricity and magnetism in the end of the century 19 early 20th century - Founded as Tesla Motors, Tesla Inc Founded in July 2003 by Martin Eberhard and Marc Tarpenning Both played an active role in the early development of the company before and after Elon Musk's involvement - Elon Musk was a well-known investor, PayPal was sold and he earned 170 million USD M usk is focusing on SpaceX aerospace project The paperwork was drafted and finalized on April 23, 2004 Musk spent 7.5 million USD and became Chairman of Tesla Board 1.2 Tesla Motors Tesla Motors was set up in the heart of Silicon Valley in Palo Alto, CA in 2003 The firm was established with the commitment to develop only fully-electric vehicles Elon Musk, the billionaire CEO of the Tesla Motors, is one of the primary driving factors behind its success Tesla Motors unveiled the ultra-sporty Tesla Roadster at the SF International Auto Show in Nov 2006 While the model’s design was not unique, Tesla’s electric drivetrain technology was revolutionary It was the first vehicle to use lithium ion technology and was the first all-electric vehicle to travel more than 200 miles on a single charge Tesla proved that electric engines can be extremely powerful and can provide acceleration well in excess of their petrol powered rivals The base price of the car in USA was around $109,000 targeting the premium segment Sales volumes of electric and hybrid cars in the USA was significantly hit by the economic downturn of 2008 However sales picked up in 2012, when the country’s economy stabilized, governmental regulations shifted in favour of high efficiency vehicles and gasoline prices rose The Model S sedan, launched in June 2012, is the current flagship vehicle for download by : skknchat@gmail.com 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ric.vehicle.overviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overview Tesla It comes with options of a 60 or 85 kW battery pack, allowing a mileage of 208 to 265 miles It is priced between $70,000 and $100,000 in the USA, again targeting the premium segment 1.3 Evolution of Tesla 2006: (Tesla roadster) Tesla gained attention for the first time after the official presentation of the first all-electric sports car Tesla Roadster in July 2006 The car can travel 393 kilometers on a single charge while it takes three and a half hours to fully charge the battery It accelerates to 100 km/h in just 3.7 seconds The maximum speed is 201.1 km/h.Tesla Roadster uses an AC motor (alternating current motor) revealed directly from Tesla’s original design in 1882.The cost of the basic model was $ 109,000 The company stopped the production of Roadster in January 2012 During the period from 2008 to 2012 Tesla Motors has sold more than 2400 Roadster cars in 31 countries The release of a new generation of Roadster was announced in 2015 It is planned to be released in 2019 2009: (Model S) Tesla’s Model S prototype was shown at a press conference on 26 March 2009 The sedan production started in 2012 and deliveries to customers in June 2012 On a single charge of the 60 kWh battery capacity Model S can travel 426 km, and with a battery capacity of 85 kWh, the distance will increase to 510 kilometers In the most expensive configuration the car is able to accelerate to 100 km/h in 3.1 seconds Prices on Model S start from $ 75,000 2012: (Model X) Tesla Model X is a full-size crossover which was first shown in February 2012.The car is available in two versions: 90D and P90D The 90D version uses the battery capacity of 90 kWh and accelerates to 96 km/h in 4.8 seconds and is able to travel 410 kilometers on a single charge The P90D reaches 96 km/h in 3.8 seconds and with the optional Ludicrous Speed Upgrade package it takes just 3.2 seconds to get to 96 km/h The P90D version is faster than Lamborghini Gallardo LP570–4 or McLaren MP4–12C The maximum speed is download by : skknchat@gmail.com 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ric.vehicle.overviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overview limited by “electronics” (as in the Roadster) at around 250 km/h On a single charge the car can travel 500 kilometers 2015: (Autopilot) In October 2015 the “autopilot” feature was added to the updated firmware of Model S It can be used in cars manufactured after October 2014 as they are equipped with additional sensors (a camera mounted in the top of the windscreen, a forward radar in the lower front grille as well as ultrasonic sonar sensors in the front and rear bumpers) which provide a 360 degree buffer zone around the car 2016: (Model 3) Model was previously called Model E and in the original business plan it was listed under the code name Tesla BlueStar The current name was announced on Twitter on 16 July 2014 The car was be presented in 2016 The first deliveries of the car began in 2017 but, according to Musk, the company will be able to satisfy the expected demand only in 2020 The estimated cost in the US will be $ 35,000 The size of the Model will be 20 % less than of Model S and a single charge will last for 320 kilometers 2015: (Superchargers station) In order to use Tesla cars for long trips the construction of a network of “Superchargers” stations of fast charge began in 2012 By the end of 2015 there were 528 stations operation worldwide and having 3000 separate charges Currently stations mostly use solar energy which is supplied by SolarCity Later, all station will switch to solar energy 2015: (Powerwall) Besides vehicles Tesla Motors is engaged in the production of lithium-ion batteries designed for the conservation of energy for domestic use as well as for backup power Powerwall has two different models of and 10 kWh capacities The electricity will be enough to power the house during the evening and it will be charged by solar panels during the day There is also a Powerpack model with a capacity of 100 kWh: it is designed for commercial use and can be infinitely scalable 2019: (Model Y) Elon Musk unveiled Tesla's mid-size electric SUV, the Model Y, Thursday night in Hawthorne, Calif download by : skknchat@gmail.com 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ric.vehicle.overviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overview The most-affordable Model Y will have a base price of $39,000 and a 230-mile battery range, but customers will have to wait until at least 2021 to own one of the five-seater SUVs Tesla will first sell more expensive versions of the Model Y — with prices starting from $47,000 to $60,000, and offering more battery range Those will ship starting in 2020, according to the company.There are additional charges for Tesla's autopilot software, a third row of seats and colors other than black A panoramic glass roof comes standard ANALYSIS TESLA MOTORS 2.1 Identifying core competencies and capabilities of Tesla Motors  Core competencies - Powertrain engineering - Vehicle engineering o Innovative manufacturing o Energy storage - Computer aided design - Crash test simulation  Core Products - Batteries and engine  Business units  Products - Electric car (Model 3XSY), phone chargers, wireless smartphone chargers… 2.2 Business model Tesla took a unique approach to getting its first vehicle in the market Instead of trying to build a relatively affordable car that it could mass produce and market, it took the opposite approach, focusing instead of creating a compelling car So Tesla delivered to the market the first high-performance electric luxury sport car, the Tesla Roadster The company sold approximately 2,500 Roadsters before ending production in January 2012 download by : skknchat@gmail.com 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ric.vehicle.overviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overview continued to upgrade new hardware on all Tesla cars to support the new version of this autopilot system, now called the new name Enhanced Autopilot Figure Auto drive mode control panel used on Tesla cars The impressive features that Tesla's Autopilot system can perform at the present time, and features that may appear in the future: - Tesla cars manufactured from October 2016 onwards are equipped with cameras with 360-degree coverage around the car Each camera has a vision of up to 250m - Besides, Tesla also integrates 12 ultrasonic sensors to identify and avoid hard and soft objects - Tesla cars have a radar system that looks through fog, heavy rain, dust and even a car running ahead -All new Tesla cars have Enhanced Autopilot compatible hardware When the vehicle runs on the highway, Enhanced Autopilot will be able to control vehicle speed based on surrounding traffic conditions, determine whether to keep or change lanes, move between highways and find a way out of the highway - This self-driving system can also handle curves, redirects or roads with many other complex shapes - But at the present time, Tesla cars are still not fully automated, and Autopilot still needs to make sure that the driver is placing his hand on the steering 24 download by : skknchat@gmail.com 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ric.vehicle.overviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overview wheel If the system detects the driver leaving the steering wheel for too long, it will automatically pull the driver back and park the car before activating the system again - After leaving the highway, the vehicle will automatically transfer control to the driver However, once it arrives, the vehicle will automatically determine the available parking spots and drive the vehicle to a parking position in a parallel or perpendicular manner - You can call the car out or into the garage without having to sit in the car TESLA AND COMPETITORS 3.1 Competitors Tesla will continue to experience direct competition from other BEV entrants, indirect competition from existing and emerging plug-in hybrid vehicle manufacturers and competition from BEV ‘substitutes’ including gasoline hybrid and gasoline powered vehicles Tesla will begin seeing plenty of competition in the months and years to come Major competitors for Tesla include traditional auto companies such as: General Motors (GM): Chevrolet was the first to copy the Tesla formula with its 2017 Bolt EV getting 238 miles per charge During a media event at the North American International Auto Show earlier this month, parent GM announced Cadillac will be next to go long-range for 2021, using a platform that could eventually be used by dozens of other models Nissan Nissan unveiled a 226-mile version of the Leaf at the Consumer Electronics Show in Las Vegas this month It could appeal to buyers who’ve been waiting for the long-promised $35,000 base Tesla Model – the current starting price $44,000; Meanwhile, Nissan will offer eight all-electric models by 2022, with its high-line Infiniti brand switching entirely to either plug-ins or BEVs 25 download by : skknchat@gmail.com 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ric.vehicle.overviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overview Jaguar Most upscale European marques are getting into the all-electric game Jaguar recently launched the I-Pace SUV with Audi soon to follow with the all-electric e-tron utility vehicle and more to follow Its sibling Porsche brand will start marketing its Taycan electric sports car later this year BMW BMW has offered a low-range all-electric, the i3, since 2013, along with the plug-in hybrid i8 sports car The Bavarian automaker is now developing a wide range of batteryelectric options for virtually every vehicle in its lineup Mercedes, VW Mercedes-Benz and Volkswagen both plan to start marketing long-range BEVs in 2019, and both plan to create unique electric sub-brands, Mercedes-EQ and Volkswagen I.D The latter will include the I.D Buzz, a battery-electric revival of the marque’s classic Microbus Figure Market share of car companies in America in 2018 26 download by : skknchat@gmail.com 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ric.vehicle.overviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overview What they all have in common is a desire to grab both Tesla’s market At its Jan 18 opening price of $325 per share, investors are still paying over three times sales for Tesla shares, while they can have General Motors for less than one-third sales The market cap of Tesla — about $58 billion after a 6.5% overnight drop — remains $4 billion ahead of GM, $25 billion ahead of Ford Motor, and is more than double that of Fiat Chrysler (FCAU), all of whom dwarf it in sales, profits, and numbers of employees 3.2 How is Tesla going to compete? Tesla Motors’ source of competitive advantage comes from its ability to use an existing technology in a more efficient way They have differentiated themselves from their competitors in the automotive industry by revolutionizing the lithium ion batteries to hold more charge and in effect, provide better mileage compared to conventional hybrid or plug-in based electric vehicles The performance figures generated by Tesla’s batteries is unmatched in the automotive industry Besides the batteries, Tesla has developed a robust and unique value chain ecosystem around its cars which provides better value and enduser experience to customers Tesla’s competitive advantages include: 3.2.1 Innovative lithium ion batteries While competitors discussed the long-term viability of the lithium ion battery and debated onits feasibility, Tesla Motors launched their cars with it and entered a market where there werefew competitors Hybrid cars were in production before their entry but Tesla was the first tointroduce cars reliant fully on battery power To gain a lead over competitors, Tesla madehighly efficient battery pack to give cars a better mileage By compacting thousands of highlyefficient Lithium-ion cells into a liquid-cooled battery pack Tesla created highest energy densitybatteries in the industry.Despite the highly compactstructure and weight (450kg), the battery pack is tuned to provide reliability, 27 download by : skknchat@gmail.com 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verviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overview 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ric.vehicle.overviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overview efficiency and safety Competitors can imitate this technology but Tesla has a significant first mover advantage A new model development for an established automaker can take anywhere from year (e.g Toyota) to a decade (Mercedes & BMW) besides having significant fixed costs investment 3.2.2 Large network of supercharger stations Tesla’s electric vehicles require long charging durations for the batteries A full charge of a Tesla car from home plug takes around 12 hours but 40 minutes from a Supercharger station Still it is comparatively long to conventional fuel based vehicles So Tesla Motors has offered the option of switching batteries at the Supercharger station with a fully charged one Moreover, for the premium car model owners, this service will be fully free This significantly reduced the cost of vehicle ownership and gives them a competitive edge over rival electric, hybrid or gasoline-based car makers The only downside is the low number of these stations in the US Currently at 37 this doesn’t pose much problem for existing owners but with increasing in EVs on the road, this might become an issue Tesla plans to increase the number of its service stations by 75% and Supercharger stations by 200 globally this year Figure Distribute Tesla's charging stations around the world 28 download by : skknchat@gmail.com 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verviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overview 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ric.vehicle.overviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overview UNIQUE DIRECT-TO-CUSTOMER SELLING MODEL Tesla has played a differentiation game by focusing on providing a unique consumerexperience by selling directly to the end users without the middle man route of dealership.Customers get to customize their car before purchasing online Tesla runs over 50 stores worldwide and because of full control over its operations, gets to maintain the same level ofcustomer service at these locations DEVELOPMENT OF LITHIUM CELLS “ GIGAFACTORY” Tesla’s mission is to accelerate the world’s transition to sustainable energy through increasingly affordable electric vehicles and energy products To ramp production to 500,000 cars per year, Tesla alone will require today’s entire worldwide supply of lithium-ion batteries The Tesla Gigafactory was born out of necessity and will supply enough batteries to support Tesla’s projected vehicle demand Today, the Gigafactory produces Model electric motors and battery packs, in addition to Tesla’s energy storage products, Powerwall and Powerpack The recommendation for the firm’s future technology strategy The main strategy recommendation that Tesla should focus on is improving its manufacturing efficiency The company wants to expand into new foreign markets as well as add semis and public transport vehicles to its product lines But, these expansions will be ineffective in generating revenues if its current factory system cannot maintain production efficiency In addition, Tesla should work to diversify its supply chain as many of its current suppliers are single-source, therefore creating a strong supplier power and potential for future delays Finally, with its current high rate of cash spending, Tesla will need to either find ways to cut costs or expand its financing and investing activities 29 download by : skknchat@gmail.com 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verviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overview 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ric.vehicle.overviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overviewresearching.tesla.electric.vehicle.overview CONCLUSION AND RECOMMENDATIONS Nowadays, Tesla Motors has over two thousand (2000) employees and has thirty one (31) Stores and Service Locations worldwide, it also has its products on the road in thirty seven countries It really has shown that a newcomer can enter in the market of automotive industry where the major players have positioned themselves firmly Tesla have proved themselves and surviving in the market with commitments and promises Based on the data collected for this case study, we have concluded that Tesla Motors is an innovative company whose mission is to avoid global warming This has made Tesla socially responsible to its environment as well as earning millions of dollars in profit The future is bright for Tesla Motors as it continues to impact on the automobile industry However, the company needs to have a meticulous technology development strategy to maintain its position as well as compete with rivals that appear more and more on the market today And here my recommendation for the firm's future technology strategy The main strategy recommendation that Tesla should focus on is improving its manufacturing efficiency The company wants to expand into new foreign markets as well as add semis and public transport vehicles to its product lines But, these expansions will be ineffective in generating revenues if its current factory system cannot maintain production efficiency In addition, Tesla should work to diversify its supply chain as many of its current suppliers are single-source, therefore creating a strong supplier power and potential for future delays Finally, with its current high rate of cash spending, Tesla will need to either find ways to cut costs or expand its financing and investing activities 30 download by : skknchat@gmail.com 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