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Tesla Brand Audit Essay

3368 words - 14 pages

Brand Audit of TESLA Motor’s

The owner and director of Tesla Motor’s is Elon Musk, a South African born Canadian American, Inventor, Business magnate and global investor. (Johnston, 2014)
His initial rise to Global success was due to his company PayPal which generated huge revenue providing secure monetary transactions online. PayPal was sold to eBay for 1.5 billion dollars in the year 2000. (Bellis, 2014)

Tesla Motor’s was started in 2003 by American entrepreneurs Martin Eberhard and Marc Tarpenning, The name Tesla giving reference to the great electronic Inventor Nikola Tesla. The company was founded in the Silicon Valley, California.
In 2004 Elon musk became the ...view middle of the document...

Category and Scope
Tesla forms part of the global Automotive Industry, more specially the sports car industry. The scope of this company is International with plans for further expansion into all developed countries (1st world).
Tesla is also the first Automotive Company to become part of the “Electric” Automotive category which is a testament the brands strong ethical and technological competencies. What many said was impossible is now completely economical, infrastructural and sustainably viable in this modern era.
The distribution of Tesla products is a revelation for the sale Automotive Vehicles. Instead of providing the Tesla electric car’s to independent dealerships, Tesla will be selling directly to the consumer. Construction of shops/showrooms in high foot traffic areas will provide information and promotion for their products. (Tesla Motors, 2014)
The electric cars are being produced in California, North America and Europe in the “Tesla Factor” (CarsDirect, 2013). They are then exported to major deports across the world. Though the construction of the car is performed overseas, Tesla automotive service mechanics are located in every major city where they are being sold.
Electric Car Competitor’s
ZAP: Alias- This vehicle has a range of 100 miles and a much cheaper price compared too many other electric cars. Unfortunately it does not belong in any way to the “Sports car” category. (Tesla Automotives, 2014)
The Audi: e-tron- Is Tesla largest competitor with a range of 150 miles and also taking part of the “Sports car”. (Tesla Automotives, 2014) $123,300
This car thankfully for Tesla is still in the development phase and is only exists as a concept car. The car is planned to be fuelled by 2 powerful lithium ion batteries. They have proposed three different models from sedan, coupe and Spider the open topped sports car. (Audi, 2014)
However the Audi e-tron does not offer a fully electric service only a hybrid option of electric and petrol fuelled.

Brand Value
The financial information found in their 2014 End of Financial year report show’s their fast rise out of company deficit into a company holding substantial assets and high stockholder equity. From 2009-2013 Tesla total asset worth grew from $130,424 to 2,416,930 with their Total stockholder equity growing from a -$253,532 to $667,120. There are incredible results when you consider the highly competitive nature of the industry. (Tesla Motors, Inc, 2014)
We can view that the company is performing very well when you consider it is the first publically listed Automotive Company since 1957 in America. With its shares currently trade at $250.41 currently up 0.38 in the NASDAQ Market. (Tesla Motors, 2014)

Brand Inventory
Name and Logo
The name Tesla Motors comes from the famous engineer and inventor Nikola Tesla who is best known for his contributions to the design of modern alternating current (AC) systems. The name Tesla is based on one of...

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