tesla

Tesla’s Background
Tesla Motors, named after inventor Nikola Tesla, was founded in 2003 by engineers Martin
Eberhard and Marc Tarpenning. They aimed to create fast, fun, and eco-friendly electric cars.
Their journey began with shared entrepreneurial ventures, including NuvoMedia, which
introduced the Rocket eBook in 1998.
Eberhard’s interest in electric cars grew after investing in AC Propulsion, and in 2001, the
founders met Elon Musk at a Mars Society talk. Musk, already successful with ventures like
PayPal, joined Tesla in 2004, leading its initial funding round and becoming chairman of the
board. Other key figures included JB Straubel, Tesla's CTO until 2019, and Ian Wright, who later
founded Wrightspeed.
Elon Musk, often mistaken as Tesla's founder, has been the face of the company, driving its
mission of sustainable energy and technological advancement.
Tesla's first car, the Roadster, debuted in 2008. The company’s manufacturing base, a large
Fremont, CA factory, previously owned by Toyota and GM, became operational. Tesla expanded
its product lineup with the Model S, Model 3, Model X, and Model Y, with the Cybertruck on the
horizon.
Tesla's success lies in focusing on innovation, offering a global Supercharger network, and
releasing one product at a time (Tesla’s trademark). By 2024, Tesla had over 50,000
Superchargers worldwide, 438 stores and galleries, and approximately 100 service centers.
Vision
“To create the most compelling car company of the 21st century by driving the world’s transition
to electric vehicles.”
Tesla’s vision emphasizes its role as a leader in transitioning the automobile industry to an
electric future, focusing on "sustainable energy." The "car company" part highlights its
dedication to designing and manufacturing vehicles, while the "21st century by driving the
world’s transition to electric vehicles." component reflects its use of advanced technology to
address modern challenges like environmental conservation. Tesla aims to dominate the electric
vehicle market and hold the largest market share in the industry.
Mission
“To accelerate the world’s transition to sustainable energy.”
Tesla’s mission statement evolved in 2016 from “to accelerate the world’s transition to
sustainable transport” to “to accelerate the world’s transition to sustainable energy.” This reflects
the company’s expanded focus beyond electric vehicles to include renewable energy solutions
like solar energy production and battery storage. Tesla’s commitment to innovation aims to
reduce greenhouse gas emissions and promote a healthier planet. The term "accelerate"
highlights its drive to push technological advancements (innovation), while "the world’s
dominance" shows its ambition to lead the global market in sustainable energy. This mission
guides Tesla’s efforts to enhance its performance and solidify its brand image.
Objectives
 Generate demand and drive sales up for TESLA Motor’s electric car
 Build long-term brand awareness and manage corporate reputation
 Manage TESLA's existing customer base to create loyalty and customer referrals
Tesla has achieved several objectives in 2024 but aims to enhance them further. The company
focuses on the environmental benefits of electric vehicles (EVs), such as zero emissions and a
reduced carbon footprint. It collaborates with renewable energy providers to build charging
stations and promote green energy.
A key marketing goal is expanding brand recognition by entering new markets and reaching
untapped demographics. Tesla actively participates in events and conferences to boost media
coverage and exposure, strengthening its position in the automotive industry.
Additionally, Tesla prioritizes enhancing brand loyalty by fostering emotional connections with
customers. This ensures repeat purchases, positive word-of-mouth, and a devoted customer base
advocating for its products.
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The electric car market is rapidly expanding, with competitors like Mercedes-Benz and BMW
entering the space. Analysts predict electric vehicles will make up about 29.5% of global new car
sales by 2030.
Tesla’s long-term success remains uncertain, but it has proven its resilience. Despite skepticism,
such as a 2014 prediction that it would miss its 2020 goal by 40%, Tesla nearly met its target
with over 509,000 cars produced and almost 500,000 delivered.
From a start-up to an industry leader, Tesla continues to be a trailblazer in the electric car
market, solidifying its legacy as a pioneer in sustainable transportation.
Pereira D. (2023 May ). Tesla Mission and Vision Statement. Retrieved from The Business Model
Analyst.https://businessmodelanalyst.com/tesla-mission-and-vision-statement/?
srsltid=AfmBOorFp7e5pBmnyIXuymqDPZwgLE-BcalOoOqFVSg4I78TZBoIGnkU
Nehla A. (2020 July). Tesla Inc.’s Vision, Mission, objectives and Values. Retrieved from Scribd.
https://www.scribd.com/document/469479565/TESLA-INC#:~:text=expand
%20document%20information-,Tesla's%20mission%20is%20to%20accelerate%20the
%20world's%20transition%20to%20sustainable,renewable%20energy%20products
%20like%20batteries.
Hunt T. (2015 April). The Future of the Electric Car. Retrieved from GTM.
https://www.greentechmedia.com/articles/read/the-future-of-the-electric-car

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Tesla’s Background

“To accelerate the world’s transition to sustainable energy.”

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