PROJECT

TESLA MOTORS
15TH SEPT 2009

PERFORMANCE WITH A CLEAN CONSCIENCE

DATE

ALSET CONSULTANCY
1

Monday, September 14, 2009

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%

Monday, September 14, 2009

Overview of Car Market

600000 480000
405,328 360000 419,470 440,583 517,041 474,717 552,846

240000 120000 0 2003

2004

2005

2006

2007

2008

Number of cars in the Singaporean car market

Monday, September 14, 2009

Overview of Car Market

Major players:

Toyota Honda Nissan Hyundai Mitsubishi

Monday, September 14, 2009

Green Car Market

3 types of green cars in the market:

Toyota Prius Honda Civic Hybrid Lexus RX400

Monday, September 14, 2009

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

Monday, September 14, 2009

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

Monday, September 14, 2009

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

Monday, September 14, 2009

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

Monday, September 14, 2009

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

Monday, September 14, 2009

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 efciency of oil engine

Monday, September 14, 2009

Segmentation
Segments MPV owners
>2,000 cc

Price Sensitivity Low/ Moderate High Low

Importance of Purpose of Usage Aesthetics Family transport Daily use Daily use Family transport Daily use Leisure Business Leisure Leisure Going green Low/Moderate Moderate High

Importance of Functions Child safety Entertainment Child safety Driving aids 4WD Suspension Onboard computer Driving aids Engine performance Moderate

Sedan owners
1,000-2,400 cc

SUV owners
>2,000 cc

Luxury Sedans owners

> 2,400 cc

Low

High

Luxury Sports owners

> 3,000 cc

Low Moderate/ High

High Moderate

Green Car owners

Monday, September 14, 2009

10

Segmentation

Monday, September 14, 2009

11

Segmentation
Age The Care Bears The Super Dogs The Wild Hogs The Elite Eagles 30-60 >18 30-45 >35 Household Income (monthly) $5,000-$7,000 $3,000-$5,000 $4,000-$6,000 $8,000-$10,000 $20,000-$30,000 $4,000-$6,000 Personality/Behaviour
Family-oriented, typical parents who ferry children, regular family outings, large family size Budget-conscious, older emptynesters, young singles/couples Sporty, rugged, adventurous, highly competitive, thrill-seekers Status-conscious, middle aged, higher social standing, stable careers, brand-conscious Professionals, high-prole individuals, status-conscious, amboyant, self-indulgent Environmentally-friendly, tech-savvy, trend-setters

The Auto Horses 35-55 The Green Dolphins >25

Monday, September 14, 2009

12

Targeting

Which market strategy are we adopting? Which market segment are we targeting?

Monday, September 14, 2009

13

Targeting

Which market strategy are we adopting? Which market segment are we targeting?
NICHE MARKET

Monday, September 14, 2009

13

Targeting

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

Monday, September 14, 2009

13

Targeting
Age The Care Bears The Super Dogs The Wild Hogs The Elite Eagles The Auto Horses The Green Dolphins 30-60 >18 30-45 >35 35-55 >25 Household Income (monthly) $5,000-$7,000 $3,000-$5,000 $4,000-$6,000 $8,000-$10,000 $20,000-$30,000 $4,000-$6,000 Personality/Behaviour
Family-oriented, typical parents who ferry children, regular family outings, large family size Budget-conscious, older emptynesters, young singles/couples Sporty, rugged, adventurous, highly competitive, thrill-seekers Status-conscious, middle aged, higher social standing, stable careers, brand-conscious Professionals, high-prole individuals, status-conscious, amboyant, self-indulgent Environmentally-friendly, techsavvy, trend-setters

Monday, September 14, 2009

14

Targeting
Age The Care Bears The Super Dogs The Wild Hogs The Elite Eagles The Auto Horses The Green Dolphins 30-60 >18 30-45 >35 35-55 >25 Household Income (monthly) $5,000-$7,000 $3,000-$5,000 $4,000-$6,000 $8,000-$10,000 $20,000-$30,000 $4,000-$6,000 Personality/Behaviour
Family-oriented, typical parents who ferry children, regular family outings, large family size Budget-conscious, older emptynesters, young singles/couples Sporty, rugged, adventurous, highly competitive, thrill-seekers Status-conscious, middle aged, higher social standing, stable careers, brand-conscious Professionals, high-prole individuals, status-conscious, amboyant, self-indulgent Environmentally-friendly, techsavvy, trend-setters

Monday, September 14, 2009

14

Targeting
Justication: 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

Monday, September 14, 2009

15

Targeting
(A) AUTO HORSES (B) (C) GREEN DOLPHINS

Monday, September 14, 2009

16

Targeting
(A) AUTO HORSES (B) (C) GREEN DOLPHINS

Monday, September 14, 2009

16

Targeting
(A) AUTO HORSES (B) (C) GREEN DOLPHINS

Monday, September 14, 2009

16

Targeting
(A) AUTO HORSES (B) (C) GREEN DOLPHINS

TESLA ROADSTER
Monday, September 14, 2009 16

Targeting
(A) AUTO HORSES (B) (C) GREEN DOLPHINS

TESLA ROADSTER
Monday, September 14, 2009

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

Monday, September 14, 2009

17

Positioning

Monday, September 14, 2009

18

Positioning

Marketing Mix

Monday, September 14, 2009

18

Positioning

Marketing Mix

Price

Monday, September 14, 2009

18

Positioning

Marketing Mix

Price

Premium price - approximately S$480,000

Monday, September 14, 2009

18

Positioning

Marketing Mix

Price

Premium price - approximately S$480,000 Attract the attention of the Auto Horses

Monday, September 14, 2009

18

Positioning

Marketing Mix

Price

Premium price - approximately S$480,000 Attract the attention of the Auto Horses

Product

Monday, September 14, 2009

18

Positioning

Marketing Mix

Price

Premium price - approximately S$480,000 Attract the attention of the Auto Horses Emphasis on performance (comparable acceleration/top speed to a Ferrari)

Product

Monday, September 14, 2009

18

Positioning

Marketing Mix

Price

Premium price - approximately S$480,000 Attract the attention of the Auto Horses Emphasis on performance (comparable acceleration/top speed to a Ferrari) Breakthrough zero-emission electric propulsion system

Product

Monday, September 14, 2009

18

Positioning

Monday, September 14, 2009

19

Positioning

Marketing Mix

Monday, September 14, 2009

19

Positioning

Marketing Mix

Place

Monday, September 14, 2009

19

Positioning

Marketing Mix

Place

Strategic location of showroom (D9, D10)

Monday, September 14, 2009

19

Positioning

Marketing Mix

Place

Strategic location of showroom (D9, D10) Proximity to residences of the Auto Horses

Monday, September 14, 2009

19

Positioning

Marketing Mix

Place

Strategic location of showroom (D9, D10) Proximity to residences of the Auto Horses Exclusive distributorship

Monday, September 14, 2009

19

Positioning

Marketing Mix

Place

Strategic location of showroom (D9, D10) Proximity to residences of the Auto Horses Exclusive distributorship

Promotion

Monday, September 14, 2009

19

Positioning

Marketing Mix

Place

Strategic location of showroom (D9, D10) Proximity to residences of the Auto Horses Exclusive distributorship Exclusive by-invitation-only pre-launch (focused on the Auto Horses)

Promotion

Monday, September 14, 2009

19

Positioning

Marketing Mix

Place

Strategic location of showroom (D9, D10) Proximity to residences of the Auto Horses Exclusive distributorship Exclusive by-invitation-only pre-launch (focused on the Auto Horses) High-key advertising campaign with focus on new, unrivaled technology

Promotion

Monday, September 14, 2009

19

TESLA ROADSTER
Monday, September 14, 2009 20

ELECTRIFY YOUR DRIVE

TESLA ROADSTER
Monday, September 14, 2009 20

AND REMEMBER.....

Monday, September 14, 2009

21

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

Monday, September 14, 2009

22