TeslaMotors & The Model TRX

TeslaMotors & The

Model TRXTanja Kuehni, Elisa Lokmagozian,

Andrew Mirto, Erik Sharp

Agenda• The Product• Marketing Objectives• Value Proposition• Product Position• Competitors• Marketing Mix• Financial Plan• Conclusion• Questions

https://lpo.energy.gov/projects/tesla-motors/

The Product Tesla’s Model TRX

◦Fully Electric◦Versatility, Power, Style ◦4 year or 50,000 mile warranty◦Same platform as Model S P85

Up to 265 miles range416 horsepowerSpeed: Up to 130 MPH

• New, innovative product• Green solution for truck

market• Growing market for electric

vehicles• Demand for better

solutions

Opportunity for an Electric Truck

socialmediatoday.com

Survey

(Kuehni, Lokmagozian, Mirto, & Sharp, survey, October, 2013)

Better mpg

More room

Interior luxury

Better for the environment

Off road or towing capabilities

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

82%

18%

15%

30%

9%

If you could change or add any characteristics to your vehicle, what would it be?

Marketing Objectives• Create customer value by responding to customer needs:• (Better) MPG rate• Luxurious interior• More room• Financial objectives:• Sell 2,700 units in first year, 5,000 in second, 15,000 in

third• Break even by the end of the second quarter of the second

year

• Male• Average Annual Household

Income of $135,000• Outdoor-Oriented• Perceived upper-middle

class

Target Market

socialmediatoday.com

Value Proposition

• More-for-more position• High level of consumer

value• Base price of $75,000

Product Position

Competitors• Luxury vehicles • Mercedes, BMW, etc.• High performance pickup

trucks• Dodge, Ford Raptor, etc.• Electric vehicles• Nissan Leaf, Chevy Volt,

Porche Panamera E-hybridwww.breitbart.com

Marketing Mix

Marketing Expense Forecast

Break-Even

Sales Forecast

Conclusion• Value and demand of an electric truck• 2700 vehicles in the first year• Break-even at 26 units• Outdoor oriented males with $135,000• Value proposition and More-for-More• Competition• $75,000 with whipped cream and cherries on top personal

selling and Advertising/PR

What We Learned/Questions

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References Cont.