Tesla - Growth and Capacity Building

1. GROWTH
ECOSYSTEM
CAPACITY BUILDING
ARHAM WAHAB
MBA - IV Semester

2. OVERVIEW
• Founded on JULY 2003, 13 Years ago
• Headquartered in Palo Alto, California, USA.
• Industry: Automotives, Energy Storage
• Founders: Elon Musk (22.5% Ownership)
» J B Straubel
» Martin Eberhand
» Marc Tarpenning
» Ian Wright
• Products: Electric Vehicles, Tesla Energy Products (Tesla Power Walls)
• Revenue: US $ 7 Billion
• Total Assets: US $ 22.6 Billion
• Number of Employees: Over 30 000
• Subsidiary: SolarCity

3. The Beginning of Tesla
• The Idea was born out of University Level Competition to make Solar
Powered Cars by J B Straubel. This idea is prominent as it gave birth to
both Tesla and Solar City.
• The company was incorporated as Tesla Motors in July 2003 by Martin
Eberhard and Marc Tarpenning who financed company until the Series A
round of funding.
• The story of “Try And Touch The Dashboard”. The tzero, an all-electric
two-seater built by AC Propulsion, could leap from zero to 60 in under 4
seconds. G-forces threw people deep back to their seat.

4. o Elon Musk who was already
working on SpaceX joined the
board of directors by early
investment of 7.5 Million in 2004
o Elon Musk investment into
company grew subsequent over
time. Martin Eberhand was
thrown out of the company and it
was decided that Elon Musk will
be representing himself as the
founder of the company.
o Tesla was then working to
deliver their first car “RoadSter”
witnessed a ugly board room
battle between Elon Musk and
Martin Eberhand. This led bitter
public disputes and litigation.

5. The Story of TESLA
• 2006 – THE ‘SECRET’ TESLA MASTER PLAN
Elon Musk uses his first post on the official Tesla blog to reveal his ‘secret’ master
plan – a shift from today’s ‘mine and burn’ hydrocarbon economy to a sustainable
solar electric economy. “Critical to making that happen is an electric car without
compromises,” he wrote. “The strategy of Tesla is to enter at the high end of the
market, where customers are prepared to pay a premium, and then drive down
market as fast as possible to higher unit volume and lower prices with each
successive model.
• 2008 - TESLA ROADSTER LAUNCHED
Built in a collaboration with Tesla’s project engineering partner Lotus, the two seat
Tesla Roadster made some big claims – a range of as much as 245 miles, and
supercar defying 0-60 acceleration in as little 3.7 seconds.
• 2008 - NEW MODEL S PREMIUM SALOON ANNOUNCED
In June 2008, Tesla Motors announced details of its planned Model S luxury saloon
car – an unusual level of openness in a car industry more accustomed to treating
future model plans with utmost secrecy.

7. • 2010 - TESLA MOTORS GOES PUBLIC
In June 2010, Tesla made its initial public offering with 13.3 millions shares sold at
$17 per share. It was the first US automotive IPO since Ford in 1956, yet just four
years later the stock market valued Tesla at half of Ford’s global worth.
• 2010 - TESLA FACTORY OPENS
From a company selling a few thousand Roadsters, the news that Tesla was about
to open a brand new plant with a potential annual build capacity of half a million
cars looked bold.
Backed by Elon Musk’s cash, the factory in Fremont, California, has 580 robots to
weld, glue and rivet the Model X’s body. Tesla also boasts it has two of the largest
robots in the industrial world to move cars through production.
• 2012 - MODEL S DELIVERIES START
The first Model S was delivered in 2012, later than expected, and again with
typically bold claims. Described as ‘the world’s first premium electric saloon,’ the
‘safest production car on the road,’ and ‘the quickest accelerating four-door ever
built’, the Model S could easily have under-delivered. Instead, the car racked up a
slew of accolades.
By 2013 the Model S was outselling the Mercedes-Benz S-Class in the US.

8. • Late in 2012, Tesla announced a new network of ‘Supercharger’
stations, designed to offer a rapid (30 minute) top-up for the Model S
batteries – enough for an extra 150 miles of range.
• By 2013 the Supercharger network installations were well underway,
sited at strategic points on main traffic routes in markets where the Model
S is sold.
2013 - SUPERCHARGER NETWORK
DEVELOPMENT

9. TESLA SUPERCHARGER NETWORK

10. 2014 - TELSA STARTS BUILDING THE
GIGAFACTORY
In 2014 the foundations were laid for a new battery factory
that is scheduled to enter production next year – in time for
the sales launch of the new Tesla Model 3. Called
the Gigafactory, Tesla claims that by 2020 it will produce more
lithium ion batteries annually than were manufactured
globally in 2013.

11. TESLA GIGAFACTORY

12. 2014 - TESLA CARS GO ONTO AUTOPILOT
Tesla announced its new Autopilot driver assistance system.
AUTOSTEER, Auto lane-changing, Autopark and the Summon
system of remote control ‘valet parking’ are all said to point
the way to the ultimate goal of fully-autonomous (driverless)
vehicles

13. TESLA AUTO PILOT

14. Tesla wants to be at the forefront of the shift to renewable energy, and not
just in cars. Tesla Energy is a new company set up to help create the
required infrastructure at home and in industry using – a battery pack
called the Powerwall manufactured at the Tesla Gigafactory.
2015 - MARKS THE LAUNCH OF
TESLA ENERGY

15. TESLA ENERGY

16. TESLA POWER WALL – INTEGRATED
HOME & BUSIESS SOLUTIONS

17. • 2016 - TESLA PREDICTS GLOBAL SALES OF 80-90,000
Tesla plans to deliver between 80 and 90,000 Model S and Model X
vehicles to customers around the world.
• 2016 - NEW TESLA MODEL 3 REVEALED
With deliveries of its new BMW 3-Series rivaling ‘affordable’ car scheduled
to start in 2017, Tesla has just given us our first look at the new Model 3
with its promise of a 200 mile+ range.