Comparison Of Tesla And GEM

In recent years, the automotive industry has seen a dichotomy of innovations – particularly in relation to electric vehicles. For example, Tesla and GEM have each introduced new and distinct electric vehicles aimed at different “jobs to be done.”

Tesla Motors (“Tesla”) is an American electric-automobile manufacturer. It was founded in 2003 by American entrepreneurs Martin Eberhard and Marc Tarpenning and was named after Serbian American inventor Nikola Tesla.

Tesla was formed to develop an electric sports car. Funding for the company was obtained from a variety of sources, most notably PayPal co-founder Elon Musk, who contributed more than $30 million to the new venture and served as chairman of the company, beginning in 2004.

Global Electric

Products and technology come and go, but “jobs” persist over time and companies integrated around a “job” can achieve market differentiation and prevent themselves from disruption. Jobs to be done have generally two dimensions which are functional and emotional/social. Generally, customers articulate their jobs to be done in light of these two dimensions. For example, if Tesla’s customers articulate their jobs to be done, it would probably be worded as “Help me to get a car which would be environmentally friendly, less costly in terms of energy consumption of which it is electricity, and cool in order myself to feel better while using it”. Of course, there might be more statements added in light of the characteristic of a job to done because it depends on each customers’ preferences. In this case, less costly in terms of the energy consumption of Tesla’s car makes this product more functional and being Tesla’s car cooler than others makes this product emotional/social due to the fact that people who have a Tesla would be considered as higher

If GEM’s customers articulate the same statements as they have mentioned above for Tesla’s customers, it would be as “Help me to get a vehicle which would be more comfortable and safe than a golf cart and more maneuverable, cost-efficient and sustainable than a van or truck”.

Within the theory of jobs to be done, there is a pyramid which has four categories :

1. Job to be done: Articulating the job to be done

2. Experiences: Defining the experiences that the customer needs to have to nail the job perfectly

3. Integration: Determining how to integrate the organization to deliver the job to be done

4. Purpose Brand: Creating a purpose brand

The first category starts with the statements which mentioned above in a couple of example for Tesla and GEM. The second one is linked to the first category and understanding the customers’ needs are very crucial to nail the job perfectly. The third one is up to the company which should organize everything within the organization to deliver the job to be done. After the first three categories are performed perfectly than the last one which is purpose brand sticks in the customers’ mind and when they would like to buy such product the brand just flashes in their mind. In my opinion, Tesla has created a purpose brand because whenever people think about electric vehicles Tesla brand just flashes in people’s mind even there are many other brands in the marketplace.