Introduction of the Organization Incorporated in 2003 and named for genius, Nikola Tesla, who invented the AC induction motor used in the Tesla Roadster, Tesla, Inc. was the brainchild of Silicon Valley engineers. The founding partnership between Martin Eberhart and Marc Tarpenning expanded to include fellow engineer, Ian Wright and product designer, Malcolm Smith. Several rounds of significant capital funding began when Elon Musk provided the initial financial investment, and became the chairman of the board in 2014. The team “wanted to prove that people didn’t need to compromise to drive electric – that electric vehicles can be better, quicker, and more fun to drive than gasoline cars” (Tesla, Inc., 2017). Since 2003, Tesla Motors’ mission
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The firm does not use dealerships like most other auto companies, preferring to cut out the proverbial middle-man and sell directly to customers. Combined with the direct sales facilities is Tesla’s service component of its business model in its Service Plus locations. Finally, with its Supercharger stations, Tesla provides convenient, free charging options for customers, in hopes of helping the EV concept catch on with the masses. In an effort to support the mission of speeding the transition to sustainable energy, the original model has evolved to include the introduction of the Powerwall home and business energy storage system, solar roof panels, financial services similar to those offered by other car companies, and its Gigafactory battery production facility. The firm, however, has been criticized for trying to be all things to all people. “It is trying to be a low-cost operator through ramping up production and lowering prices, while at the same time attempting to provide a differentiated, brand-name product. However, Tesla is at risk of achieving neither of those things, since production targets may not be met, while its differentiated brand could be eroded as it tries to become a mass producer” (Zucchi, 2015). However, the company, whose initial public offering in June, 2010, made it the first auto manufacturer to go public since Ford Motor Company, has created a $30 billion market-cap company in just over ten years (DeBord,
The firm does not use dealerships like most other auto companies, preferring to cut out the proverbial middle-man and sell directly to customers. Combined with the direct sales facilities is Tesla’s service component of its business model in its Service Plus locations. Finally, with its Supercharger stations, Tesla provides convenient, free charging options for customers, in hopes of helping the EV concept catch on with the masses. In an effort to support the mission of speeding the transition to sustainable energy, the original model has evolved to include the introduction of the Powerwall home and business energy storage system, solar roof panels, financial services similar to those offered by other car companies, and its Gigafactory battery production facility. The firm, however, has been criticized for trying to be all things to all people. “It is trying to be a low-cost operator through ramping up production and lowering prices, while at the same time attempting to provide a differentiated, brand-name product. However, Tesla is at risk of achieving neither of those things, since production targets may not be met, while its differentiated brand could be eroded as it tries to become a mass producer” (Zucchi, 2015). However, the company, whose initial public offering in June, 2010, made it the first auto manufacturer to go public since Ford Motor Company, has created a $30 billion market-cap company in just over ten years (DeBord,