B) Case study: TESLA the small giant:
With its original positioning statement “ To accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible” Tesla has carved up the electric car industry whilst becoming its pioneer. Despite being a small player with growing shares in the entire automobile industry, American automaker TESLA Motors has positioned itself as a dominant leader and a giant in the electric car market by manufacturing the best battery powered cars yet to date. It is its vision and its mission that has carved its place into this sector of the automobile industry. Its competitive position is an all based differentiation that reaches far beyond manufacturing
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(Tesla.com)
b2)How can Tesla sustain its strong competitive positioning?
Competitive positioning is often measured by market shares – is a company becoming a dominant leader? one amongst peers or a small player? The market share trend should also be considered as well as industry specific factors – e.g. brand equity, product differentiation, customer loyalty.
Although Tesla has solidify its place as the leader in the electric cars industry, it is now rivalled by very stiff competitors. New entrants such as german automaker BMW (with the BMW I8) , Chinese electric car maker NIO ( With the NIO EP9), American electric automaker LUCID (with The LUCID air), Croatian electric & software manufacturer RIMAC, whose electric hyper-car “RIMAC CONCEPT ONE” has now surpassed Tesla 's best performing and fastest vehicles Tesla P100D , Tesla P90D and let alone conquered many of its gasoline hyper cars peers such as the Bugatti Veyron, the Porsche 918 Spyder and Ferrari 's “LA Ferrari”.
Youtube Link : https://www.youtube.com/watch?v=eT7KKxoAvvk&t=5s / The RIMAC takes on Ferrari 's La