Opportunity Assessment: Tesla

Creating Digital Media Ventures

Opportunity Assessment: Tesla

Creating Digital Media Ventures

Executive Summary
This opportunity assessment provides an extensive analysis and evaluation on current and
prospective market position of Tesla in the Digital Media industry.
Currently spearheaded by CEO Elon Musk, Tesla Motors is an automobile company that
infuses advanced technology in crafting its own set of luxury autonomous electric cars, distinct
from traditional petroleum vehicle manufacturers. Being the first car company to go public
since Ford in 1956, Tesla had since savoured immense increase in market share, taking flight
above seasoned players including Mitsubishi while consistently establishing sales record over
big players Mercedes-Benz, BMW and Audi.
We accessed technology trends only to compliment Teslas remarkable technological
advancement in exceptionally efficient zero-emission feature accompanied by comprehensive
autonomous software, whilst discovering into its exceptionally personal touch to consumers
through direct sales channel, retail and service all under a single roof.
The assessment dives into Teslas weakness demonstrated through range anxiety, extended
charging time and high production costs in respect to traditional competitors. Despite so, Tesla
ultimately illustrates confidence in its world-changing technological initiative persevering
through constant research and developments, even extending a transparent documentation of
its free patents the industry in the name of going green.
Regulatory risks pressed the phenomena with uncertainties, including legality of autonomous
vehicles and petroleum industry-damaging regulations, however counteracted when the
worlds initiative unites under COP21, expressing heavy measures in cutting down carbon
footprints explicitly aligns with Teslas Green technology.
Finally, this assessment had meticulously examined Teslas consumers profiles, sustainability,
perceptions and competitive analysis only to reaffirm its splendid progress thus far, reaching
out to such timely opportunities. A novel technology that revolves about an existing or old
technology will in time replace or enhance the traditional means, in which Tesla could have
validated right.

Opportunity Assessment: Tesla

Creating Digital Media Ventures

Table of Contents
COMPANY BACKGROUND

EVOLUTION OF TESLA

TECHNOLOGY TRENDS

PRODUCT AT HEART
CONCEPT AT THE HEART OF TESLA
REPLACEMENT OF BUSINESSES AND TECHNOLOGICAL INFRASTRUCTURES
LACKING COMPONENTS OF TESLA
THREATS TO COME

5
5
5
5
6

CONSUMERS PROFILE

PROFILE
ATTITUDES AND PERCEPTIONS TOWARDS HYBRID AND ELECTRIC VEHICLES

6
7

LEGAL/REGULATORY/INCUMBENT ENVIRONMENT

THE REGULATORY RISKS IN RESPECT TO TESLA

7
THE LEGAL OR LIABILITY CONCERNS WITH TESLAS SEMI-AUTONOMOUS ELECTRIC VEHICLES 8
THE REGULATORY ADVANTAGE, TESLA OR ITS INCUMBENT INDUSTRIES?
8
THE STRENGTH OF THE INCUMBENT INDUSTRIES THAT TESLA IS COMPETING WITH
10
COMPANY ASSESSMENT

10

RESOURCES & COMPETITIVE ADVANTAGE

MARKETING STRATEGIES
SUSTAINABILITY
REVENUE MODEL

10
10
11
11

ANALYSIS OF COMPETITOR STRATEGIES AND EFFECTIVENESS

12

REFERENCES

13

Opportunity Assessment: Tesla

Creating Digital Media Ventures

COMPANY BACKGROUND
"Not even two years after the delivery of the first Model S, Tesla Motors has transformed from
fledgling start-up to arguably the most important car company in the world," Morgan Stanley
(Shaffer, 2014)

Evolution of Tesla
Tesla was founded by 2 silicon valley engineers Martin Eberhard and Marc Tarpenning in
July 2003 who wanted to prove that electric cars can compete directly with fuel-powered cars
(Baer, 2014). The two headed the new auto company until Elon Musk took over the companys
$7.5 million Series A financing round in February 2004, appointed the companys Chairman
of the Board. (Greg Kumparak, 2015)
In 2005, Elon Musk led another round of funding to inject $13 million into the company, hence
able to unveil its first prototype, Tesla Roadster1 to the world on July 19th 2006. The Roadster
won numerous awards including the prestigious breakthrough award 2006 endorsed by worldrenowned mechanics (Pao, 2012). Musk eventually became the CEO in 2008 after investing
$70 million of his own assets into the company, defining its mission and vision make
affordable mass market electric vehicle for everyone. (Musk, The Mission of Tesla, 2013)
In 2010, Tesla became the first car company to go public since Ford in 1956, (Chafkin, 2010)
since steadily increasing its shares from 19.20 to 207 now with a market cap of $27.63B.
(Nasdaq)
Sales of electric vehicles have tremendously increased from 45,000 in 2011 to more than
300,000 in 20142. In 2015 alone, the model S in Switzerland sold more than the combined sales
of the Mercedes S-Class, BMW 6-Series and the Audi A7. (Ayre, 2015) With more than 50,000
vehicles on the road worldwide, Tesla is preparing to launch Model X, a crossover vehicle that
enters volume production in 2015.

Refer to appendices Figure A for picture of Tesla Roadster

Refer to Appendices Figure B for sales growth chart

Opportunity Assessment: Tesla

Creating Digital Media Ventures

TECHNOLOGY TRENDS
Product at heart
Tesla Motors heart of business includes designing, manufacturing and producing luxurious
electric cars. It also manufactures Tesla Powerwall3, an energy storage device used in homes
and offices. (Tesla, 2016)

Concept at the heart of Tesla

Unlike traditional petroleum automobile organisations, Tesla Motors operates through direct
sales, developing its own showrooms4 at notable centres across the globe, incorporating
services and retail under a single roof. Doing so enhances product development and consumers
buying experience, heightening their service experiences through incorporation of sales and
service centres. (Kristina Zucchi, 2015) Lastly, with supercharger networks5 placed in notable
localities eases the hassle of charging the electric vehicles.

Replacement of Businesses and technological infrastructures

Tesla had revolutionized the automotive industry whilst enhancing the global perspective on
electrically functioning vehicles (Forbes, 2015), indefinitely affecting the petroleum industry.
Alongside competitors, Tesla was awarded loans for advanced technology vehicle
manufacturing program, even so managed to settle its loans quicker than its competitors while
continuously enhancing their electric vehicles. (Hartung, 2013). Through implementations of
supercharging stations whilst significantly increasing demand and impacting the traditional
automotive industry (Kristina Zucchi, 2015), newly concocted innovations in combination of
older or existing technologies with novel discoveries will eventually replace or upscale old
innovations.

Lacking components of Tesla

Tesla Motors squanders in the range of its vehicle according to the USEPA, at 85 kWh battery
reaching only 265 miles (JB Straubel, 2014), whereas a luxurious petroleum vehicle easily
covers a driving range of 495 miles, i.e. Audi A6 (Audi, 2015). On the other hand, the time to

3

Tesla Powerwall. 2016. Tesla Powerwall. [ONLINE] Available at: https://www.teslamotors.com/en_AU/powerwall.

[Accessed 13 January 2016].
4
Refer to appendices Figure C for picture of Tesla showrooms
5
Refer to appendices Figure D for picture of Tesla superchargers

Opportunity Assessment: Tesla

Creating Digital Media Ventures

refill gas easily takes below 10 minutes while Tesla Model Ss charging time records at 30
minutes. (Tesla, Tesla Charging | Tesla Motors, 2015) Furthermore, for each car Tesla sells, it
surfaces a loss of USD4,000 despite its rapid gain in market (LIENERT, 2015).

Threats to come
In the name of aid to humanity and sustainable consumption, Tesla has extended its blueprint
and patents to the industry to promote healthy competition and green energy motive. (Musk,
Elon, 2014). Nevertheless, such initiative may backfire should other automotive titans outwit
Teslas innovation. An instance could be Porsches Mission E6, an all electric vehicle that could
cover a range of 310 miles. Lastly, should petrol prices reinforce that electric vehicles do not
procure cost savings, consumer would generally stick to traditional means. (Dillwood, 2015)

CONSUMERS PROFILE

Profile
Consumers of electric or hybrid vehicles are generally perceived to attaining higher income of
US$100,000/year, aged above 50 and higher educational level (Berman, 2006).
However, it is reasonable to deem these findings outdated assuming a breaking point to this
traditional trend, when the younger generation are buying electric or hybrid vehicles today.
(Kodjak, 2012)7 This is evident in the consumers profile for both Hyundai and Honda,
featuring the youngest in their mid-20s. Honda has revealed not only todays society
knowledge of electric vehicles role in sustainability consumption, but also the improved
technologies in electric or hybrid vehicles; appealing to the younger generation (Strange,
2015). The consumer profile for cars e.g. Tesla are however a little different, suggesting EV
owners richer and younger than hybrid vehicle owners (Gorzelany, 2014). This finding
reaffirmed the research conducted on Analysis of a consumer survey on plug-in hybrid electric
vehicles (Krupa, et al., 2014).

Porche Model E [ONLINE] Available at: http://www.wired.com/2015/12/porsches-electric-mission-e-is-poised-to-whoopteslas-model-s/. [Accessed 13 January 2016].

7
Refer to http://www.epa.gov/sites/production/files/2014-09/documents/kodjak121312.pdf for PDF document.

Opportunity Assessment: Tesla

Creating Digital Media Ventures

Attitudes and perceptions

A survey conducted in the US identified individuals displaying concerns about the environment
are more likely to purchase Hybrid or Electrical Vehicles. (Krupa, et al., 2014) Those who are
left winged are more likely to consider purchasing a PHEV than those of the right. Respondents
whom feel strongly that the US should reduce carbon emissions of transportation energy8 were
also more likely to consider electrical vehicles, when 71.2% indicting high odds to consider a
compact electric vehicle than those who felt less strongly. (Krupa, et al., 2014)
While there is a strong correlation between environmental interest and willingness to buy, the
results displayed that consumers generally considered how purchasing an electric vehicle will
benefit them in their personal financial loss/gains. Studies found that price is the most
prohibiting factor from HV/EV being competitive (Krupa, et al., 2014).

LEGAL/REGULATORY/INCUMBENT ENVIRONMENT

Teslas regulatory risks

Teslas business takes its general focus over semi-autonomous luxury electric cars. That alone
portrays substantial vulnerability over regulatory risks that includes prohibition on autonomous
cars and international emphasis on its zero fuel consumption feature. Autonomous cars are
associated within the grey area where most of the laws in the states pertaining to the testing of
such vehicles permits anything that isnt expressly prohibited. (Lewis, 2014) The treaty of the
Geneva Convention reinforces further by promoting road safety, one of which requiring every
vehicle to have a driver who is at all times able to control it9, that is likely satisfied if a
human is able to intervene in the operation of the vehicle. (Smith, 2012) Most of the nations
laws are silent as to whether a human actually holds the wheel or not, typically specifying only
a human operating the vehicle with the number of tasks to be undertaken by the driver
unclear. (Are Self-Driving Cars Legal?) With the absence of a clear path for development, it is
unsafe to regard autonomous vehicles potential.

Refer to appendices Figure E for chart on carbon emission

Treaty of Geneva Convention @ Automated Vehicles are Probably Legal in the United States | Center for Internet and
Society. 2016. Automated Vehicles are Probably Legal in the United States | Center for Internet and Society. [ONLINE]
Available at: http://cyberlaw.stanford.edu/publications/automated-vehicles-are-probably-legal-united-states. [Accessed 15
January 2016].
9

Opportunity Assessment: Tesla

Creating Digital Media Ventures

Furthermore, a self-driving vehicle in Nevada requires 10,000 miles in accumulation before it

can be granted a road license. (Excell, 2014) Another pressing issue pertaining autonomous
vehicles stands as the tendency and vulnerability of hacking. Security breaching opportunities
are ever-high with the growth of electronically controlled functions within the vehicle and in
vehicle connectivity. Escrypt, a Bosch subsidiary has since been required to develop a software
with a hardware security module that aims to safeguard the communication in each control
unit. (Excell, 2014)

The legal or liability concerns with Teslas semi-autonomous electric vehicles

It is unclear at this point the potential liability of accidents that may be implicated on both the
driver and the seller. Naturally, the rising frequency of the manufacturer getting sued rather
than the owner or the driver can be observed significantly, with the accident causer somewhat
shifted towards the failure of the autonomous system rather than the behaviour of the driver.10
Such phenomenon could implicate substantial ramifications in the area of insurance for Tesla,
where they could face secondary liability after the driver. (Hilgendorf, 2015) Tesla however
made a statement through the film How BIG is Tesla? (Bigger Than Mitsubishi Motors!)
that they will inform their customers how it wouldnt hold any liabilities of accidents at this
point.

The regulatory advantage, Tesla or its incumbent industries?

Naturally, the regulatory advantage leans towards Teslas incumbent industries, petroleum
vehicles, that have been around for decades. Concerns over electric cars sustainability and
effectivity in comparison to petroleum cars are inevitable, and should electric cars take over
the market, wouldnt the Government of mega oil producers adopt safeguards for their
domestic producer? The average consumers concerns include insufficient power, long
charging time and range anxiety for long distance drives, yet again a pressing issue pointing to
Tesla. (III & Lusk, 2016) (Evarts, 2013)

10

Liabilities shift @ Autonomous cars and the law | Swiss Re - Centre for Global Dialogue. 2016. Autonomous cars and the
law | Swiss Re - Centre for Global Dialogue. [ONLINE] Available at:
http://cgd.swissre.com/risk_dialogue_magazine/Autonomous_cars/Autonomous_cars_and_the_law.html. [Accessed 15
January 2016].

Opportunity Assessment: Tesla

Creating Digital Media Ventures

Conversely, the regulatory advantage may just be on Teslas side after all, with superchargers
already sitting in the entire USA, and set to do the same between Melbourne to Brisbane by
the end of 2016. (Tucker, 2015) Furthermore, countries have started adopting amendments onto
their nations law, opening arms towards autonomous vehicles, such as the Vienna
Convention11. These amendments had essentially eradicated all bureaucratic hurdles, with all
72 countries party to the convention to work on the new rules into their laws. (Autonomous,
2014) Best of all, China had initiated to introduce subsidies to over 13 of its cities since 201012,
while individual nations are now on the road to their own incentive policies encouraging zero
emission cars, with particular influences from COP21. (III & Lusk, 2016) (Watts, 2010)
UK also joins the race, promising to offer light touch regulations so manufacturers can find
it easy to test and develop autonomous vehicles, after seeing the opportunity driverless cars
can present, in accordance to a study in the SMMT commissioned figuring a 51 billion annual
boost to the economy by 2030, increasing its GDP by 1 percent and forging 320,000 jobs in
the process. (Tovey, 2015) Besides, The United Kingdom is said to be of an unique advantage
as it never ratified the Vienna Conventions. (Hars, 2015)
Finally, it is inevitable for Tesla to face legislature and regulatory risks like it did in Texas, the
largest oil producer in the United States. (Bastasch, 2014) Tesla failed to vote on two separate
bills that would have allowed the bypass of the Texas State law, prohibiting direct sales to the
consumers. This was unavoidable, with the auto dealers wielding a great amount of political
power. (Bastasch, 2014)
Besides, it is indeed highly unpredictable when regulatory in states and nations could disrupt
its developments, despite the growing liberation of autonomous cars. With regards so, The
California Department of Motor Vehicles recently proposed a whole spate of new laws13 that
aims to regulate the testing of self-driving cars with strict limitations on automakers testing
on the states public roads. (Sorokanich, 2015)

11

The Vienna Convention @ UN amends Vienna Convention on Road Traffic to allow driverless cars. 2016. UN amends
Vienna Convention on Road Traffic to allow driverless cars. [ONLINE] Available at: http://safecarnews.com/un-amendsvienna-convention-on-road-traffic-to-allow-driverless-cars/. [Accessed 15 January 2016].
12
Refer to appendices Figure F for subsidies on zero-emission cars
13
Refer to appendices Figure G for new set of restrictions on autonomous car testing

Opportunity Assessment: Tesla

Creating Digital Media Ventures

The strength of the incumbent industries that Tesla is competing with

The incumbent industries are if not all, majority of the automobile manufacturers in the world
that builds their infrastructures and technologies over petroleum vehicles. This alone sets them
in an almost impenetrable position of strength, whether the capacity to overwhelm Tesla or to
influence the public perceptions of its electric cars. Moreover, a strong brand presence built
across the globe over decades already represent an intangible asset to consumers to begin with.
Nonetheless, we observe how new technologies revolving around the old technologies have
slowly replaced the latter, clearly demonstrated when Tesla penetrated the Automobile industry
with its enormous growth in equity, technology and developments in line with the objectives
of COP21 cutting down carbon footprints, as inferred from the film How BIG is Tesla?
(Bigger Than Mitsubishi Motors!).

COMPANY ASSESSMENT
Resources & Competitive Advantage
Tesla Motors has established itself with cutting-edge technology over their competitors,
renowned for their advanced technological inventions and intangible advantages. Consumers
enjoy an experience of zero emission of carbon monoxide and as well as zero charges (Tesla,
Model S | Tesla Motors Australia, 2008), as Tesla Motors provides free EV charging for all
Tesla vehicles (Supercharger | Tesla Motors Australia, 2013). Never failing to wow
consumers, Tesla Motors provides amazing autonomous features.14 (Tesla, Model S | Tesla
Motors Australia, 2008). Adding on, Tesla Motors is proud to service in an indirect and honest
manner with special regulations obtained from individual governments in providing subsidies.
The US government is the first to release these incentives schemes for EV consumers in 2009.
(ScienceDirect, 2010)

Marketing Strategies
Tesla Motors reaches consumers very differently in comparison to other motor brands,
acquiring outlets in malls often sufficient for one vehicle yet attracting crowds. If interested,
consumers will leave their contacts with the staff for redirection to a qualified salesperson.
Tesla however forbids distributorship in order to retain subsidies from the Government whilst
providing lower costs for consumers.

14

Tesla Unveils Dual Motor and Autopilot, https://www.youtube.com/watch?v=FZ6lZJWL_Xk

10

Opportunity Assessment: Tesla

Creating Digital Media Ventures

Online marketing, inclusive of forums and sites featuring the design processes, is also
conducted to answer todays advanced technology and smartphone shopping trends. Through
this online community, Tesla Motors obtains reviews and awards through the ratings from
consumers, with CEO Elon Musk personally interacting with users with FAQs.
(ScienceofRevenue, 2013)

Sustainability
With the upcoming trend of campaigns in reducing carbon emissions, Tesla Motors zero
emission vehicles will likely be a trend for a long time. The U.S. Department of Energy also
issued a lump sum of USD465 loan to Tesla Motors for manufacturing purposes. (U.S.
Department Of Energy, 2010) International Energy Agency obtained 16 Electric Vehicles
Initiatives (EVI) member governments, having a surge increase from 180,000 electric cars in
2012 to 665,000 at the end of 2014. Besides, transport authorities of EVI countries have
implemented and expanded public charging infrastructures. These initiatives increase the
possibilities of increment in sales and lasting trend of electric vehicles. (CEM Secreteriat,
2015)

Revenue Model
By the end of 2015, Tesla featured an increase in sales by 969.81%, successfully closing 25700
cars, despite the losses faced. (Monthly Plus-In Sales Scorecard, 2016) (WHITE & LIENERT,
2015) Tesla never fail to produce new technologies and functions, investing a total of USD
301.98 million on Research & Development in 2010 and 2011, following constant investments
up to USD464.7 million in 2014. (statista, 2016)
Tesla currently features the Model X and the S15, a luxurious SUV and Sedan. The company is
now expanding manufacturing into other areas, including an assembly facility in Netherlands
and a specialized production plant in Lathrop, California. To reduce the costs of lithium ion
battery packs, Tesla and key strategic partners including Panasonic have begun construction of
a gigafactory16 in Nevada, (Tesla, 2014) investing a total of USD5 billion dollars. (P.E., 2014)
By 2020, The gigafactory will produce more lithium ion annually than the combined world

15

16

Refer to appendices Figure H for picture of Model X and S

Refer to appendices Figure I for picture of Gigafactory

11

Opportunity Assessment: Tesla

Creating Digital Media Ventures

production in 2013. Besides, Tesla is not only expanding the company to an energy company
that reduces energy costs for business and residences with backup power (Tesla, About Us,
2016) but also manufacturing the Tesla Model 3, estimated to be priced at USD35,000.
(Shelton, 2015) Considering economies of scale, the costs of lithium ion batteries and Tesla
Model 3 will be lowered significantly, therefore projecting Tesla profitable in time.

Analysis of Competitor Strategies and Effectiveness

Details

Competitor 1:

Competitor 2: Competitor 3:

Our Venture:

Porsche

BMW

Toyota

Tesla

Challenger

Leader

Leader

Leader

Innovations of

Porsche 918

BMW i3

Toyota Prius

Tesla Model S

products and

Porsche Mission E

BMW i8

Toyota Camry

Tesla Model X

Hybrid

Tesla Model 3

Market
Position

services
Pricing

Porsche 918

BMW i3-

Toyota Prius-

Tesla Model S-

USD845,000

USD41,350

USD24,200

USD92,500

Porsche Mission

BMW i8-

Toyota Camry

Tesla Model X-

E-

USD135,925

Hybrid-

USD79,900

USD29,251

Tesla Model 3-

Premium Pricing

USD35,000
Distribution

Content

Direct,

Direct,

Direct,

Wholesaler,

Wholesaler,

Wholesaler,

Distributor

Distributor

Distributor

Restricted

Restricted

Restricted

Direct

Open-source

Sourcing

12

Opportunity Assessment: Tesla

Creating Digital Media Ventures

REFERENCES
Bonges, H.A., Lusk, A.C., 2016. Addressing electric vehicle (EV) sales and range anxiety
through parking layout, policy and regulation. Transportation Research Part A: Policy and
Practice 83, 6373.
Krupa, J.S., Rizzo, D.M., Eppstein, M.J., Lanute, D.B., Gaalema, D.E., Lakkaraju, K.,
Warrender, C.E., 2014. Analysis of a consumer survey on plug-in hybrid electric vehicles.
Transportation Research Part A: Policy and Practice 64, 1431.
Tesla Charging | Tesla Motors. 2016. Tesla Charging | Tesla Motors. [ONLINE] Available at:
https://www.teslamotors.com/models-charging#/outlet. [Accessed 11 January 2016].
. 2016. . [ONLINE] Available at: http://www.forbes.com/sites/adamhartung/2013/06/28/whytesla-is-beating-gm-nissan-and-ford/. [Accessed 11 January 2016].
Tesla Motors on the Forbes Worlds Most Innovative Companies List. 2016. Tesla Motors on
the Forbes Worlds Most Innovative Companies List. [ONLINE] Available at:
http://www.forbes.com/companies/tesla-motors/. [Accessed 11 January 2016].
What Makes Tesla's Business Model Different? (TSLA,GM). 2016. What Makes Tesla's
Business Model Different? (TSLA,GM). [ONLINE] Available at:
http://www.investopedia.com/articles/active-trading/072115/what-makes-teslas-businessmodel-different.asp. [Accessed 11 January 2016].
Tesla Charging | Tesla Motors. 2016. Tesla Charging | Tesla Motors. [ONLINE] Available at:
https://www.teslamotors.com/models-charging#/outlet. [Accessed 11 January 2016].
Tesla: Are electric cars ready to replace petrol?. 2016. Tesla: Are electric cars ready to
replace petrol?. [ONLINE] Available at:
http://www.news.com.au/technology/innovation/motoring/tesla-model-s-is-australia-readyfor-electric-cars/news-story/77e31d6c3a462151eeb389a605120292. [Accessed 11 January
2016].

13

Opportunity Assessment: Tesla

Creating Digital Media Ventures

All Our Patent Are Belong To You | Tesla Motors Australia. 2016. All Our Patent Are
Belong To You | Tesla Motors Australia. [ONLINE] Available at:
https://www.teslamotors.com/en_AU/blog/all-our-patent-are-belong-you. [Accessed 11
January 2016].
Tesla Motors Biggest Threats Include Apple, Porsche, and Oil. 2016. Tesla Motors Biggest
Threats Include Apple, Porsche, and Oil. [ONLINE] Available at:
https://cdanews.com/2015/09/tesla-motors-biggest-threats-include-apple-porsche-and-oil/.
[Accessed 11 January 2016].
Tesla Competitive Advantage Comes From 5 Things. 2016. Tesla Competitive Advantage
Comes From 5 Things. [ONLINE] Available at: http://evobsession.com/tesla-competitiveadvantage-5-big-ones/. [Accessed 11 January 2016].
Incentives | Tesla Motors. 2016. Incentives | Tesla Motors. [ONLINE] Available
at: https://www.teslamotors.com/support/incentives. [Accessed 11 January 2016].
Tesla Marketing Strategy | Science of Revenue. 2016. Tesla Marketing Strategy | Science of
Revenue. [ONLINE] Available at: http://scienceofrevenue.com/tag/tesla-marketing-strategy/.
[Accessed 11 January 2016].
. 2016. . [ONLINE] Available
at: http://www.forbes.com/sites/siimonreynolds/2013/09/01/why-you-should-copy-teslasway-of-marketing/. [Accessed 11 January 2016].
Monthly Plug-In Sales Scorecard. 2016. Monthly Plug-In Sales Scorecard. [ONLINE]
Available at: http://insideevs.com/monthly-plug-in-sales-scorecard/. [Accessed 11 January
2016].
Tesla Motors' Loss Widens Despite Greater Output - WSJ . 2016. Tesla Motors' Loss
Widens Despite Greater Output - WSJ . [ONLINE] Available
at: http://www.wsj.com/articles/tesla-motors-loss-widens-despite-greater-output1406838991. [Accessed 11 January 2016].

14

Opportunity Assessment: Tesla

Creating Digital Media Ventures

TESLA | Department of Energy. 2016. TESLA | Department of Energy. [ONLINE] Available

at: http://www.energy.gov/lpo/tesla. [Accessed 11 January 2016].
EVI Releases the Global EV Outlook 2015 . 2016. EVI Releases the Global EV Outlook
2015 . [ONLINE] Available at: http://www.cleanenergyministerial.org/News/evi-releasesthe-global-ev-outlook-2015-27091. [Accessed 11 January 2016].
Tesla burns cash, loses more than $4,000 on every car sold | Reuters . 2016. Tesla burns
cash, loses more than $4,000 on every car sold | Reuters . [ONLINE] Available
at: http://www.reuters.com/article/us-teslamotors-cash-insight-idUSKCN0QE0DC20150810.
[Accessed 11 January 2016].
Tesla's R&D costs 2010-2014 | Statistic. 2016. Tesla's R&D costs 2010-2014 | Statistic.
[ONLINE] Available at: http://www.statista.com/statistics/314863/research-anddevelopment-expenses-of-tesla/. [Accessed 11 January 2016].
How BIG is Tesla? (Bigger Than Mitsubishi Motors!) - YouTube. 2016. How BIG is Tesla?
(Bigger Than Mitsubishi Motors!) - YouTube. [ONLINE] Available at:
https://www.youtube.com/watch?v=-UziAXis9yg. [Accessed 12 January 2016].
Texas set to be world's second largest oil producer | The Daily Caller. 2016. Texas set to be
world's second largest oil producer | The Daily Caller. [ONLINE] Available at:
http://dailycaller.com/2014/04/25/texas-set-to-be-worlds-second-largest-oil-producer/.
[Accessed 12 January 2016].
Tesla loses fight with dealers to sell its cars in Texas | The Verge. 2016. Tesla loses fight with
dealers to sell its cars in Texas | The Verge. [ONLINE] Available at:
http://www.theverge.com/2015/5/31/8694673/tesla-loses-fight-to-sell-cars-in-texas.
[Accessed 12 January 2016].
Rules for Self-Driving Cars in Legal Gray Area. 2016. Rules for Self-Driving Cars in Legal
Gray Area. [ONLINE] Available at: http://www.livescience.com/45815-self-driving-cars-inlegal-gray-area.html. [Accessed 12 January 2016].

15

Opportunity Assessment: Tesla

Creating Digital Media Ventures

California Just Outlawed Driverless Cars. 2016. California Just Outlawed Driverless Cars.
[ONLINE] Available at: http://www.roadandtrack.com/new-cars/cartechnology/news/a27663/california-dmv-puts-big-limits-on-public-road-testing-ofautonomous-cars/. [Accessed 12 January 2016].
. 2016. . [ONLINE] Available at: http://www.hg.org/article.asp?id=31687. [Accessed 12
January 2016].
Legal issues | Driverless car market watch. 2016. Legal issues | Driverless car market watch.
[ONLINE] Available at: http://www.driverless-future.com/?cat=9. [Accessed 12 January
2016].
Will Britain be in the driving seat for autonomous cars? - Telegraph. 2016. Will Britain be in
the driving seat for autonomous cars? - Telegraph. [ONLINE] Available at:
http://www.telegraph.co.uk/finance/newsbysector/industry/engineering/11502870/WillBritain-be-in-the-driving-seat-for-autonomous-cars.html. [Accessed 12 January 2016].
Autonomous cars and the law | Swiss Re - Centre for Global Dialogue. 2016. Autonomous
cars and the law | Swiss Re - Centre for Global Dialogue. [ONLINE] Available at:
http://cgd.swissre.com/risk_dialogue_magazine/Autonomous_cars/Autonomous_cars_and_th
e_law.html. [Accessed 12 January 2016].
UN amends Vienna Convention on Road Traffic to allow driverless cars. 2016. UN amends
Vienna Convention on Road Traffic to allow driverless cars. [ONLINE] Available at:
http://safecarnews.com/un-amends-vienna-convention-on-road-traffic-to-allow-driverlesscars/. [Accessed 12 January 2016].
Your questions answered: driverless cars | The Engineer. 2016. Your questions answered:
driverless cars | The Engineer. [ONLINE] Available at: https://www.theengineer.co.uk/yourquestions-answered-driverless-cars/. [Accessed 12 January 2016].
Automated Vehicles are Probably Legal in the United States | Center for Internet and Society.
2016. Automated Vehicles are Probably Legal in the United States | Center for Internet and

16

Opportunity Assessment: Tesla

Creating Digital Media Ventures

Society. [ONLINE] Available at: http://cyberlaw.stanford.edu/publications/automatedvehicles-are-probably-legal-united-states. [Accessed 12 January 2016].

Automated Driving: Legislative and Regulatory Action - CyberWiki. 2016. Automated
Driving: Legislative and Regulatory Action - CyberWiki. [ONLINE] Available at:
http://cyberlaw.stanford.edu/wiki/index.php/Automated_Driving:_Legislative_and_Regulator
y_Action. [Accessed 12 January 2016].
Autonomous vehicle roadmap: 2015-2030 | Driverless car market watch. 2016. Autonomous
vehicle roadmap: 2015-2030 | Driverless car market watch. [ONLINE] Available at:
http://www.driverless-future.com/?p=678. [Accessed 12 January 2016].
. 2016. . [ONLINE] Available at: http://www.cnbc.com/2014/06/18/is-this-the-worlds-mostimportant-car-company.html. [Accessed 12 January 2016].
The Making Of Tesla: Invention, Betrayal, And The Birth Of The Roadster | Business
Insider. 2016. The Making Of Tesla: Invention, Betrayal, And The Birth Of The Roadster |
Business Insider. [ONLINE] Available at: http://www.businessinsider.com.au/tesla-theorigin-story-2014-10?r=US&IR=T. [Accessed 12 January 2016].
A Brief History Of Tesla | TechCrunch. 2016. A Brief History Of Tesla | TechCrunch.
[ONLINE] Available at: http://techcrunch.com/gallery/a-brief-history-of-tesla/. [Accessed 12
January 2016].
Tesla Roadster | Economics of Clean Cars. 2016. Tesla Roadster | Economics of Clean Cars.
[ONLINE] Available at: https://economicsofcleancars.wordpress.com/cars/tesla/. [Accessed
12 January 2016].
The Mission of Tesla | Tesla Motors. 2016. The Mission of Tesla | Tesla Motors. [ONLINE]
Available at: https://www.teslamotors.com/blog/mission-tesla. [Accessed 12 January 2016].
Swiss Tesla Model S Sales Top Combined Sales Of Mercedes S-Class + BMW 6-Series +
Audi A7 . 2016. Swiss Tesla Model S Sales Top Combined Sales Of Mercedes S-Class +
BMW 6-Series + Audi A7 . [ONLINE] Available at: http://evobsession.com/swiss-tesla

17

Opportunity Assessment: Tesla

Creating Digital Media Ventures

model-s-sales-top-combined-sales-of-mercedes-s-class-bmw-6-series-audi-a7/. [Accessed 12
January 2016].
About Tesla | Tesla Motors Australia. 2016. About Tesla | Tesla Motors Australia. [ONLINE]
Available at: https://www.teslamotors.com/en_AU/about. [Accessed 12 January 2016].
COP 21 Paris France Sustainable Innovation Forum 2015 working with UNEP. 2016. COP
21 Paris France Sustainable Innovation Forum 2015 working with UNEP. [ONLINE]
Available at: http://www.cop21paris.org. [Accessed 12 January 2016].
CSR Asia . 2016. CSR Asia . [ONLINE] Available at: http://csr-asia.com/csr-asia-weeklynews-detail.php?id=12182. [Accessed 12 January 2016].
Electric Car Survey - Consumer Reports News. 2016. Electric Car Survey - Consumer
Reports News. [ONLINE] Available at:
http://www.consumerreports.org/cro/news/2013/12/electric-car-survey/index.htm. [Accessed
12 January 2016].
Tesla: Are electric cars ready to replace petrol?. 2016. Tesla: Are electric cars ready to
replace petrol?. [ONLINE] Available at:
http://www.news.com.au/technology/innovation/motoring/tesla-model-s-is-australia-readyfor-electric-cars/news-story/77e31d6c3a462151eeb389a605120292. [Accessed 12 January
2016].
About Tesla | Tesla Motors Australia. 2016. About Tesla | Tesla Motors Australia. [ONLINE]
Available at: https://www.teslamotors.com/en_AU/about. [Accessed 11 January 2016].
2015 Audi A6 Features & Specs | Edmunds. 2016. 2015 Audi A6 Features & Specs |
Edmunds. [ONLINE] Available at: http://www.edmunds.com/audi/a6/2015/features-specs/.
[Accessed 11 January 2016].
Tesla burns cash, loses more than $4,000 on every car sold | Reuters . 2016. Tesla burns cash,
loses more than $4,000 on every car sold | Reuters . [ONLINE] Available at:
http://www.reuters.com/article/us-teslamotors-cash-insight-idUSKCN0QE0DC20150810.
[Accessed 11 January 2016].

18

Opportunity Assessment: Tesla

Creating Digital Media Ventures

Monthly Plug-In Sales Scorecard. 2016. Monthly Plug-In Sales Scorecard. [ONLINE]
Available at: http://insideevs.com/monthly-plug-in-sales-scorecard/. [Accessed 11 January
2016].
Tesla Extends Production Contract with Lotus. 2016. Tesla Extends Production Contract with
Lotus. [ONLINE] Available at: http://www.automobilemag.com/features/news/tesla-extendsproduction-contract-with-lotus-2822/. [Accessed 12 January 2016].
Panasonic and Tesla Sign Agreement for the Gigafactory | Tesla Motors Australia. 2016.
Panasonic and Tesla Sign Agreement for the Gigafactory | Tesla Motors Australia.
[ONLINE] Available at: https://www.teslamotors.com/en_AU/blog/panasonic-and-tesla-signagreement-gigafactory. [Accessed 12 January 2016].
. 2016. . [ONLINE] Available at:
https://www.teslamotors.com/sites/default/files/blog_attachments/gigafactory.pdf. [Accessed
12 January 2016].
Profile of Hybrid Drivers. 2016. Profile of Hybrid Drivers. [ONLINE] Available at:
http://www.hybridcars.com/profile-of-hybrid-drivers/. [Accessed 12 January 2016].
Honda Civic concept targets younger drivers with bold design. 2016. Honda Civic concept
targets younger drivers with bold design. [ONLINE] Available at:
http://mashable.com/2015/04/01/honda-civic-concept/#yTbK9FMa0kq0. [Accessed 12
January 2016].
. 2016. . [ONLINE] Available at:
http://www.forbes.com/sites/jimgorzelany/2014/04/22/electric-car-buyers-younger-andricher-than-hybrid-owners/. [Accessed 12 January 2016].
Skerlos, S., & Winebrake, J. (2010). Targeting plug-in hybrid electric vehicle policies to
increase social benefits. Energy Policy. Retrieved January 12, 2016, from
http://www.sciencedirect.com/science/article/pii/S030142150900843X

19

Opportunity Assessment: Tesla

Creating Digital Media Ventures

Tesla Motors Goes Public | Inc.com. 2016. Tesla Motors Goes Public | Inc.com. [ONLINE]
Available at: http://www.inc.com/max-chafkin/tesla-motors-goes-public.html. [Accessed 13
January 2016].
Skerlos, S., & Winebrake, J. (2010). Targeting plug-in hybrid electric vehicle policies to
increase social benefits. Energy Policy. Retrieved January 12, 2016, from
http://www.sciencedirect.com/science/article/pii/S030142150900843X
Tesla's gigafactory: Driving ahead | The Economist. 2016. Tesla's gigafactory: Driving ahead
| The Economist. [ONLINE] Available at:
http://www.economist.com/blogs/schumpeter/2014/03/teslas-gigafactory. [Accessed 13
January 2016].
Tesla Turns Gaze To Model 3 With Gigafactory Battery Plant Opening In A Few Weeks.
2016. Tesla Turns Gaze To Model 3 With Gigafactory Battery Plant Opening In A Few
Weeks. [ONLINE] Available at: http://www.hybridcars.com/tesla-turns-gaze-to-model-3with-gigafactory-battery-plant-opening-in-a-few-weeks/. [Accessed 13 January 2016].

20

Opportunity Assessment: Tesla

Creating Digital Media Ventures

APPENDICES

Figure A

Figure B

21

Opportunity Assessment: Tesla

Creating Digital Media Ventures

Figure C

Figure D

22

Opportunity Assessment: Tesla

Creating Digital Media Ventures

Figure E

Figure F

23

Opportunity Assessment: Tesla

Creating Digital Media Ventures

Figure G

Figure H

24

Opportunity Assessment: Tesla

Creating Digital Media Ventures

Figure I

25