Tesla Model S
PART 2: Tesla’s Innovative, Visionary Brand Strategy:
If you are thinking of creating a new
luxury real estate brand for yourself or your company, or if you are
thinking of re-branding keep this in mind if market leadership is your
quest: THINK BIG! That is exactly what the founders and top executives
did when they imagined Tesla Motors into existence.
Since his college days, Tesla’s
Chairman, Elon Musk, had the dream to commercialize electric vehicles.
But, according to Musk, his BIG goal is “to help expedite the move from a
mine-and-burn hydrocarbon economy towards a solar electric economy,
which I believe to be the primary, but not exclusive, sustainable
solution.”
His visionary leadership is evidenced in
the Tesla brand strategy: Start with a premium sports car aimed at
early adopters, those who could afford the premium due to higher initial
production costs, and then move as fast as possible into more
mainstream vehicles, including sedans and affordable compacts. This
strategy has worked in Silicon Valley, but has not been attempted in the
automotive industry.
Mission critical to executing this
strategy was creating an exclusive luxury electric sports car, the Tesla
Roadster (depicted in Part 1)
that was “designed to beat a gasoline sports car like a Porsche or
Ferrari in a head to head showdown… and have twice the energy efficiency
as the Prius. When someone buys the Tesla Roadster sports car, they
are actually helping pay for development of the low cost family car”,
said Musk.
The next step was the creation of the fully electric Model S (see photo above), which won The Motor Trend Car of the Year award in
2013 and competes price-wise with similar gasoline luxury sedans such
as Mercedes, BMW, Lexus and Audi. To market this magnificent sedan
Tesla hired former Apple and Gap Executive George Blankenship as Vice
President of Design and Store Development to build Tesla's retail
strategy and network of retail locations worldwide. Show-rooms in Los
Angeles are in upscale shopping centers, where you can find Apple
stores.
Then, they launched a network of Tesla
Charging Stations in highly trafficked corridors. It takes only 30
minutes to recharge the battery at these stations. But, if you are in a
hurry, you can swap the entire battery in less than 2 minutes. They call it "'The Fastest Charging station on the Planet". The cost of electricity is a fraction of gasoline. And, the range per full charge is over 200 miles.
Launching a new luxury brand with the
aim to achieve market leadership requires visionary thinking and
strategizing; it requires that you THINK BIG! How can you think big in
your own community?
In Part 3 of this article series we will
cover the launch of Tesla’s Model X. For us, this was the most exciting
consumer product launch since Steve Jobs unveiled the iPad. By studying
Tesla’s presentation of the Model X you can learn extremely important
lessons when it comes to your own luxury real estate listing
presentations. (All photos, courtesy of Tesla)
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