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TeslaMotors & The Model TRX

This presentation delves into the potential of Tesla's electric truck, highlighting its innovative features and the growing market for electric vehicles. Key marketing objectives focus on creating customer value by enhancing MPG rates, luxurious interiors, and ample space. Targeting outdoor-oriented males with an average income of $135,000, the truck is positioned as a high-value solution in a competitive landscape, competing against luxury vehicles and high-performance trucks. A financial plan projects unit sales aiming for break-even within the second year.

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TeslaMotors & The Model TRX

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Presentation Transcript

  1. TeslaMotors & The Model TRX Tanja Kuehni, Elisa Lokmagozian, Andrew Mirto, Erik Sharp

  2. Agenda • Opportunity of an electric truck • Marketing objectives • Value proposition • Product position • Competition • Marketing mix • Financial plan • Review & conclusion • Questions

  3. Opportunity of an Electric Truck • 1New, innovative product • 1Green solution for truck market • 2Growing market for electric vehicles • 2Demand for better solutions (mention survey results) • 3 (shortly explain graph)

  4. Survey (Kuehni, Lokmagozian, Mirto, & Sharp, survey, October, 2013)

  5. Marketing Objectives • 3Create customer value by responding to customer needs: • (Better MPG rate • Luxurious interior • More room) → refer back to graph • 4Financial 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

  6. 4Target Market • Male • Average Annual Household Income of $135,000 • Outdoor-Oriented • Perceived upper-middle class

  7. 1+2Value Proposition

  8. 3Product Position • More-for-more position • High level of consumer value • Base price of $75,000

  9. 4Competition • Luxury vehicles • Mercedes, BMW, etc. • High performance pickup trucks • Dodge, Ford Raptor, etc. • Electric vehicles • Nissan Leaf, Chevy Volt, Porche Panamera E-hybrid

  10. Marketing Mix • 1Basic Price: $75,000 • 1Personal selling (at Tesla’s stores/galleries) in the U.S. market • 2Advertising and Public Relations

  11. Financial Plan

  12. Review & Conclusion • The value and demand of an electric truck • 2700 vehicles in the first year • break-even at 26 • Outdoor oriented males with $135,000 • Value proposition and More-for-More • Competition • $75,000 with personal selling and Advertising/PR

  13. Questions

  14. References

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