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TESLA Australi Kind Of Electrified: Case Study

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1. TESLA Australia – Kind of Electrified
1.1. Company Analyses
TESLA is an electric-car manufacturer located in Palo Alto, California (US). As a technology and design company, TESLA focus its core business on alternative powertrains in the passenger vehicle industry as well as on energy and innovation. TESLA is striving to combine style, tightness, and handling with the latest technology of electric mobility to create the most energy-efficient cars in the automotive market (Andragogy: Tesla Motors Inc. 2015). TESLA operates in North America, Asia-Pacific and in Europe. Referring to the ‘Consumer Reports 2014” the TESLA Model S became one of the most popular electric cars in 2014 concerning its overall performance. With the opening of its first store in Sydney and the second store in Melbourne, Australia is still virgin territory for TESLA (Andragogy: TMR 2015). TESLA positions its model lines in …show more content…

2012, pp. 168). TESLA depends highly on consumer behaviour, and consumer ability and confidence. As long as it is cheaper to buy and maintain a fuel or hybrid drive vehicle, electric vehicles are only to a few people attractive.

Social: The growing environmental consciousness upon consumers enables TESLA to increase its brand awareness and encourage potential customers to buy an eco-friendly car which also includes sportive and luxury characteristics. Referring to the KPMG Survey (2015, pp.11-19) customer preferences steadily move to compact and reliable cars which also include a responsible handling of environmental matters. Further, the survey highlighted efficiency, reliability and safety innovations as the top three purchasing choices consumers prefer (Andragogy: KPMG Global Automotive Executive Survey 2015,

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