Case study: Tesla business model innovation
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Transcript of Case study: Tesla business model innovation
Tesla:Challenging dominant industry logic
Learn how to innovateyour business withBusiness Model Patterns
“To accelerate the world’s transitionto sustainable transport.”
Mission Statement
The generic automotive manufacturing business model is simpleWHO is the customer?
People and businesses with individual transportation needs
HOW is value created?
Manufacture of complete transport solutions through collaboration with various partners
Distribution of vehicles via third parties
WHAT is the solution?
Transportation from A-to-B with motorized vehicles
WHY is it commercially viable?
Price per vehicle unit based on custom-equipped add-on features
Tesla goes further ...
WHO is the customer? Ecologically aware car drivers Homeowners, businesses and utilities Stakeholders interested in increasing their use
of renewable energy
HOW is the value created? Own branch stores Network of well-placed charging stations Close customer relationship to meet specific
needs
WHAT is the solution? Clean energy ecosystems Sustainable batteries for homes and
businesses as well as self-driven electric cars
WHY is it commercially viable? Sales of sustainable energy units When fully operational by 2020, Tesla’s
Gigafactory will decrease battery cost by 30%
Tesla’s business model is more complex
Strategy
Build expensive sports car
Reinvest earnings into construction of affordable car
Reinvest in construction of more affordable car
Simultaneously provide zero-emission charging options
How did Tesla innovate?
AikidoElectric vehicles were considered inferior until Tesla built powerful, desirable cars. In so doing, Tesla became a successful leader in green tech.
Direct Selling
Tesla operates about 260 flagship stores worldwide. The goal is to expand retail operations with a company target production volume of 500,000 vehicles by 2018.
IntegratorAround 800 supercharger stations with more than 5,100 superchargers top up Tesla vehicles in minutes. The firm’s Gigafactory is powered by 100% renewable energy.
Solution Provider
The company’s first big push into energy was marked by the introduction of the Powerwall and the Powerbank. Tesla further acquired SolarCity to provide efficient solar roofs.
Open SourceTesla is fully committed to its vision. In 2014, Tesla made its electric vehicle patents open source – an unprecedented move for a for-profit company.
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