Brand Extension Analysis

Submitted to Prof. Sameer Mathur

Submitted by Yogesh Rathod (PGP30385)

Brand Management Section A

Tesla Powerwall

Tesla Motors : Premium Electric Vehicles

The Brand Extension:

Tesla Powerwall

Tesla Home Battery

From Automotive to Energy Industry

• Mission: To accelerate the world’s transition to sustainable transport.

• Founded in 2003 in Silicon Valley as a Luxury Electric Cars Manufacturer

• Sports car Tesla Roadster was launched in 2008, Sold ~2400 Roadsters in 30 Countries

• In 2012, Tesla launched Model S, the world’s first Premium electric sedan

• Tesla is preparing to launch Model X, a crossover vehicle that enters volume production in 2015

Charge at Home

All Wheel Drive

Tesla Supercharger

network

Replenish half a charge in 20 minutes

Never spend a cent on gasoline

Tesla Motors Functional Benefits

Tesla Supercharger

Tesla’s Ladder for achieving its Mission

Tesla Roadster (2008) – High Price

Tesla Model S (2012)- Medium Price

Tesla Model X (2015) - Low Price

•Tesla Model S - $62,400 starting Price

•The S-class starting price is $94,400

•BMW 7 series beginning at $84,300

•The A8 starts at $75,100

•Porsche Panamerica starts at $99,000

The Competition & Market Share

Bottom Line

Tesla has created its own sub-segment in the large luxury car market And as there aren’t any electric cars in this segment, it makes Tesla Unique

Elon MuskCEO & Product Architect

– Tesla Motors

Real Life Tony Stark

X.com

SpaceX

Tesla Motors

Solar City

Hyperloop

Tesla is not just an automaker,

but also a technology and design

company with a focus on energy innovation.

- www.teslamotors.com/about

Introducing Tesla PowerwallEnergy Storage for a

Sustainable Home

Watch Elon Musk Introduce Tesla Powerwall -https://www.youtube.com/watch?v=yKORsrlN-2k

Charges using solar panels

Energy Security

Avoid Paying Peak Rates

Beautifully Functional

Capacity

Tesla Powerwall Functional Benefits

Product

Multiple Batteries may be installed together for homes with greater energy need

Price

7 kwh Capacity Battery for $300010 kwh Capacity Battery for $3500

Requires Professional Installation – Charges Extra

"I would consider upgrading to a more powerful home battery if they could figure out a way to get me totally off the grid.”- An Enthusiastic Customer

"Off-grid electricity supply will remain punishingly expensive for the foreseeable future,"- Bernstein Research analyst

Place

Reserve Your Powerwall on www.teslamotors.com/powerwallAnd you’ll be contacted this summer

to arrange Installation

Tesla is also building a Distribution network by Inviting them to be a partner, this can be done by going to their website www.teslamotors.com/powerwall

Promotion

Tesla Powerwall is still in the Launch Stage and plans to sell limited volume,Promotions used to promote the produce were primarily

Public RelationsThe Launch event of tesla Powerwall was a big success and

was much talked about on social media as well as on major news networks

As a result, all the Powerwall units have sold out through 2016,Bringing in revenue worth of $800 million

Tweets From the Launch Event

Brand Positioning of Tesla Powerwall

Energy Storage for a Sustainable Home

The Connect

The Inspiration

Nikola Tesla