Tesla Motors Presentation

PROJECT

TESLA MOTORS

PERFORMANCE WITH A CLEAN CONSCIENCE DATE

15TH SEPT 2009

Monday, September 14, 2009

ALSET CONSULTANCY 1

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%


2

Overview of Car Market 600000 480000 360000405,328

517,041 419,470

440,583

552,846

474,717

240000 120000 0 2003

2004

2005

2006

2007

2008

Number of cars in the Singaporean car market


3

Overview of Car Market Major players: ➡

Toyota

➡

Honda

➡

Nissan

➡

Hyundai

➡

Mitsubishi


4

Green Car Market 3 types of ‘green’ cars in the market: ➡

Toyota Prius

➡

Honda Civic Hybrid

➡

Lexus RX400


5

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


6

Roadster First ever all-electric 2-seater sports car ‣ Runs up to 393km per charge ‣ 500 units delivered in June 2009 ‣


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Roadster 0-97km/h in 3.7s ‣ Top speed of 201km/h ‣ Cost of powering vehicle estimated at US$0.02 per mile ‣


8

Comparison of Technology ELECTRIC 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


9

Comparison of Technology ELECTRIC

HYBRID

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


9

Comparison of Technology ELECTRIC 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


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

9

Segmentation Segments

Price Sensitivity

MPV owners

Low/ Moderate

Family transport Daily use

Low/Moderate

Child safety Entertainment

High

Daily use Family transport

Moderate

Child safety Driving aids

Low

Daily use Leisure

High

4WD Suspension

Low

Business Leisure

High

Onboard computer Driving aids

Low

Leisure

High

Engine performance

Moderate/ High

Going ‘green’

Moderate

Moderate

>2,000 cc

Sedan owners 1,000-2,400 cc

SUV owners >2,000 cc

Luxury Sedans owners > 2,400 cc

Luxury Sports owners

Importance of Purpose of Usage Aesthetics

Importance of Functions

> 3,000 cc

Green Car owners


10

Segmentation


11

Segmentation Age

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 emptynesters, young singles/couples

The ‘Wild Hogs’

30-45

$4,000-$6,000

Sporty, rugged, adventurous, highly competitive, thrill-seekers

The ‘Elite Eagles’

>35

The ‘Auto Horses’ 35-55 The ‘Green Dolphins’


>25

$8,000-$10,000 $20,000-$30,000 $4,000-$6,000

Status-conscious, middle aged, higher social standing, stable careers, brand-conscious Professionals, high-profile individuals, status-conscious, flamboyant, self-indulgent Environmentally-friendly, tech-savvy, trend-setters

12

Targeting •

Which market strategy are we adopting?

•

Which market segment are we targeting?


13

Targeting •


•

Which market segment are we targeting? NICHE MARKET


13

Targeting •


•

Which market segment are we targeting? NICHE MARKET LUXURY SPORTS (AUTO HORSES)


13

Targeting Age




30-60

$5,000-$7,000



>18

$3,000-$5,000


The ‘Wild Hogs’

30-45

$4,000-$6,000



>35

$8,000-$10,000

The ‘Auto Horses’

35-55

$20,000-$30,000

The ‘Green Dolphins’

>25

$4,000-$6,000


Status-conscious, middle aged, higher social standing, stable careers, brand-conscious Professionals, high-profile individuals, status-conscious, flamboyant, self-indulgent Environmentally-friendly, techsavvy, trend-setters

14

Targeting Age




30-60

$5,000-$7,000



>18

$3,000-$5,000


The ‘Wild Hogs’

30-45

$4,000-$6,000



>35

$8,000-$10,000

The ‘Auto Horses’

35-55

$20,000-$30,000

The ‘Green Dolphins’

>25

$4,000-$6,000


Status-conscious, middle aged, higher social standing, stable careers, brand-conscious Professionals, high-profile individuals, status-conscious, flamboyant, self-indulgent Environmentally-friendly, techsavvy, trend-setters

14

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


15

Targeting


(A)

(C)

AUTO HORSES

GREEN DOLPHINS

(B)

16

Targeting (A)

(C)

AUTO HORSES

GREEN DOLPHINS

(B)

!


16

Targeting

!


(A)

(C)

AUTO HORSES

GREEN DOLPHINS

(B)

!

16

Targeting (A)

(C)

AUTO HORSES

GREEN DOLPHINS

!

(B)

!

TESLA ROADSTER Monday, September 14, 2009

16

Targeting (A)

(C)

AUTO HORSES

GREEN DOLPHINS

!

!


(B)

TESLA MODEL S 16

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


17

Positioning


18

Positioning ❖

Marketing Mix


18

Positioning ❖

Marketing Mix ★

Price


18

Positioning ❖

Marketing Mix ★

Price •


Premium price - approximately S$480,000

18

Positioning ❖

Marketing Mix ★

Price


•


•

Attract the attention of the ‘Auto Horses’

18

Positioning ❖

Marketing Mix ★

★

Price •


•


Product


18

Positioning ❖

Marketing Mix ★

★

Price •


•


Product •


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

18

Positioning ❖

Marketing Mix ★

★

Price •


•


Product


•

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

•

Breakthrough zero-emission electric propulsion system

18

Positioning


19

Positioning ❖

Marketing Mix


19

Positioning ❖

Marketing Mix ★

Place


19

Positioning ❖

Marketing Mix ★

Place •


Strategic location of showroom (D9, D10)

19

Positioning ❖

Marketing Mix ★

Place


•


•

Proximity to residences of the ‘Auto Horses’

19

Positioning ❖

Marketing Mix ★

Place


•


•


•

Exclusive distributorship

19

Positioning ❖

Marketing Mix ★

★

Place •


•


•


Promotion


19

Positioning ❖

Marketing Mix ★

★

Place •


•


•


Promotion •


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

19

Positioning ❖

Marketing Mix ★

★

Place •


•


•


Promotion


•

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

•

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

19


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ELECTRIFY YOUR DRIVE TESLA ROADSTER Monday, September 14, 2009

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AND REMEMBER.....


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


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Tesla Motors Presentation

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