Electric Vehicle University - MS101a Introducing Model S
•Download as PPTX, PDF•
0 likes•826 views
THE CENTRAL QUESTION ... What basic information must I understand to fully appreciate the history of Tesla Motors, the genesis of the Model S, and the strategy that was used to develop, market, and distribute this world class EV? COURSE ABSTRACT A general overview of the Tesla Model S with a brief discussion of its history, the many industry awards it has received and the overall strategy that Tesla Motors has applied to the development of battery electric vehicles (BEVs). We also consider the unique production facility that Tesla uses to build the Model S. To obtain a copy of the EVU study guide for this and other available EVU courses, please complete the form on this page. Course level: Introductory
Recommended
More Related Content
More from EVANNEX Aftermarket Tesla Accessories
More from EVANNEX Aftermarket Tesla Accessories (20)
Recently uploaded
Recently uploaded (20)
Electric Vehicle University - MS101a Introducing Model S
- 1. 1
- 2. 2 Model S — An Introduction part 1 MS-101a This course is presented as part of Evannex University—a free, open learning environment that presents concise, video-based mini-courses for those who have interest in electric vehicles (EVs) …
- 3. There are EVs and then there’s … The Tesla Model S represents a significant automotive achievement Superior to other BEV and PHEV in virtually every category looks, interior volume, interior technology drag coefficient, range, performance Superior to other comparable premium ICE vehicles in almost every category Dozens of awards, thousands of unqualified “rave” reviews 3
- 4. Tesla Motors Modest beginning in 2003 In 2004, Elon Musk invested $6M in Tesla Motors and decided to take the company in a new direction he would change the future of automobiles an upstart in a staid industry Musk—the visionary he was told he couldn’t get it done goals weren’t achievable his strategy would lead to ruin and profitability—laughable 4
- 5. Awards 5
- 6. The Beginning … a top down strategy build a high-end, high performance sports car in low volume—the Roadster build a high-end, high performance sedan in mid-volume—The Model S Build variants of the Model S—dual motor Model S, Model X Build mid-level, affordable car—the Model 3 6
- 7. The Business sells its own vehicles on-line and shows those vehicles in company ‘stores’ establishes regional service centers threatens the existing order sells electric power train components to other automobile companies patents available to others 7
- 8. 8 … a free study guide for all EVU mini-courses is available for download from our website … For a complete list of mini- courses and the study guide, visit: www.evannex.com
Editor's Notes
- Throughout the EV Curriculum track, we talked about EVs of all kinds. BEV city cars like the Nissan Leaf and the Ford Focus Electric, and plug-in hybrids, like the Chevy Volt and the Prius plug-in. But one EV—a BEV to be precise—rules the EV world. That car is the Tesla Model S. >> The Tesla Model S represents a significant automotive achievement >> Superior to other BEVs and PHEVs in virtually every category >> looks, interior volume, interior technology including a stunning touch screen display that replaces almost all switches and buttons >> an exterior design that has one of the lowest drag coefficients in the industry, the most range of any BEV, and performance that is, well, there a performance setting in the P85D version that is called “insane” (and they’re not joking) >> interestingly, it’s also superior to every other comparable premium ICE vehicle in almost every category >> It has received dozens of awards including Motor Trend Car of the Year in 2013, and thousands of unqualified “rave” reviews I’ll admit, it’s hard for me to be objective, because I own a Model S. That’s an early picture of my car on the right of your screen—vin#184, right after I got it in 2012. It is, without any qualification, the best car I’ve ever owned.
- So … how did a car that almost everyone admires come about. >> Tesla Motors began in 2003, and interestingly, it began without it current leader and visionary, Elon Musk. >> The company was struggling to survive when in 2004, Musk invested $6M in Tesla Motors and decided to take the company in a new direction >> Must, known for brash predictions, stated that he would change the future of automobiles >> immediately Musk and Tesla Motors became an upstart in a staid industry >> the old line companies figuratively snickered and told anyone who would listen that he couldn't get it done, that >> his goals weren’t achievable >> his strategy would lead to ruin >> and profitability—laughable! So much for conventional wisdom.
- After it’s launch in late 2012, the Tesla Model S received dozens of awards including Motor Trend Car of the Year in 2013. We’ve prepared the infographic you see on your screen summarizing some of these. Pause this video for a moment to take a look. It’s really quite impressive. For example, TopGear deemed the Model S the most important car they’ve every tested Consumer Reports gave it rave reviews — with a rating of 99/100 The NHTSA gave it the best safety rating of any car ever tested C/Net awarded the Model S Tech Car of the Year the list is long
- Because Musk conceived Tesla as an EV company, he wasn’t hesitant about his approach to the market. He went all in, >> top down. He figured, correctly it turns out, the he needed to erase the preconceived notions about EVs— that they were little toys, not intended for serious car enthusiasts. First, he decided to: >> build a high-end, high performance sports car in low volume—the Roadster. It generated lots of press and Tesla was recognized as a player in the exotic car world. Next, he would build >> a premium, high performance sedan in mid-volume—The Model S with the intent of competing with the best luxury cars in the world. Following the success of the Model S, he would offer >> variants of the Model S—dual motor Model S, Model X—an SUV/cross-over vehicle and finally, once the brand was well-established >> he would build mid-level, affordable car—the Model 3 The first three elements of the strategy are in place, and the last will be completed in the 2017 - 2018 timeframe.
- Like most other things about Tesla Motors, it’s business model is also unique. Almost three years into its production run for the Model S, the company has spent zero advertising dollars—zero, and yet, it sells over 3000+ premium vehicles each month. >> It uses an on-line sales approach, and shows the Model S in company ‘stores’ that are located in large upscale malls. >> it has established regional service centers for those times when the Model S needs service As a consequence, the company >> threatens the existing auto dealership model, and has experienced significant push-back from many automobile dealer associations. We talk about this in a EVU mini-course dedicated to the topic later in the Model S track. In addition to its retail operations, Tesla Motors also >> sells electric power train components to other automobile companies >> and has made it many patents available for use by its competitors In the next part of this EVU mini-course, we’ll examine how the Model S is made and where the company that makes it is going.