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Brand management seminar 1 Tesla (Products (models (The Model 3 (An…
Brand management seminar 1
Tesla
Background
founded in 2003, went public in June 2010
Products
electric cars as an alternative
to the traditional petrol /diesel based vehicle based vehicles which dominate the market
The first company to produce a compliane electric vehicle with a high-end performance car
models
The Roadster, a
sports car
launched in 2008 but discontinued in 2012
The Model S, a
4 door saloon
轿车 launched in 2012 (£56,000)
The Model X, a
SUV
launched in 2015 (£75,000)
The Model 3
An affordable sports sedan轿车 launched in USA in 2017 (£35,000)
which received
very positive media reviews
and helped to lure a broader range of buyers than its more expensive models.
Tesla has strategic alliances同盟 with Daimler and Toyota
( Daimler 世界前十大汽車商之一, 德国斯图加特，生产奔驰）
radical Cybertruk
stealth-fighter angles and stainless-steel bodywork
Vision
Breaking the old fashioned
innovative and aggressive
Marketing Communications
Retail strategy
Interacts with its customers
Sells its own cars online and in ints own stores
Use city centre sites in shopping centres
Does no traditinal paid for advertising
Social media, journalistic media coverage and word of mouth at a low marketing cost
The Future
In 2019 the company met production goals and
delivered 307,500 vehicles, up 50% on 2018.
Brand mantra
Brand function
Electric vehicles can be better
Descriptive Modifier
Emotional Modifier