Tesla is my dream car! But before I get into that; I would like to tell a story of how I have gotten the car I'm currently driving!
-History and Synopsis of Tesla-
Tesla, Inc. (formerly Tesla Motors, Inc.) is an American electric vehicle and clean energy company based in Palo Alto, California. Tesla's current products include electric cars (the Model S, Model 3, Model X, and Model Y), battery energy storage from home to grid-scale (the Powerwall, Powerpack, and Megapack, solar products (solar panels and solar roof tiles) and related products and services.
Founded in July 2003 by engineers Martin Eberhard and Marc Tarpenning as Tesla Motors, the company’s name is a tribute to inventor and electrical engineer Nikola Tesla. The next three employees were Ian Wright, Elon Musk, and J. B. Straubel, all of whom are named as co-founders of the company. Musk, who formerly served as chairman and is the current CEO, said in 2006 that "the overarching purpose of Tesla Motors...is to help expedite the move from a mine-and-burn hydrocarbon economy towards a solar electric economy" and it would build a wide range of electric vehicles, including "affordably priced family cars", and co-market SolarCity solar panels to do so. Tesla acquired SolarCity in 2016.
After 11 years in the market, Tesla ranked as the world's best-selling plug-in and battery electric passenger car manufacturer in 2019, with a market share of 17% of the plug-in segment and 23% of the battery-electric segment. Tesla's global vehicle sales increased by 50% from 245,240 units in 2018 to 367,849 units in 2019. In 2020, the company surpassed the 1 million mark of electric cars produced. The Model 3 ranks as the world's all-time best-selling plug-in electric car, with more than 500,000 delivered. Tesla cars accounted for 81% of the battery electric vehicles sold in the United States in the first half of 2020.
Tesla's product release strategy is to emulate typical technological-product life cycles and initially target affluent buyers, and then move into larger markets at lower price points. The battery and electric drivetrain technology for each model would be developed and partially paid for through the sales of earlier models. The Roadster was low-volume and priced at $109,000. Model S and Model X target the broader luxury market. Model 3 and the Model Y are aimed at a higher-volume segment. This strategy is common in the technology industry. According to a Musk blog post, "New technology in any field takes a few versions to optimize before reaching the mass market, and in this case, it is competing with 150 years and trillions of dollars spent on gasoline cars.
With the Model S, Tesla's technology strategy was to start with a "clean-sheet" design and build an integrated computer hardware and software architecture at the center of its vehicles. Musk stated in 2015: "Tesla is a software company as much as it is a hardware company."Doing so enables Tesla to provide online ("over-the-air") software updates to its cars, which allows Tesla to improve the functionality and performance of its already-sold cars for free.
Tesla's overall customer interaction strategy is to "ensure owners have the best possible experience". In 2020, Consumer Reports ranked Tesla as having the highest "overall customer satisfaction" of any car manufacturer.
Tesla's sales strategy is to not advertise, but to educate customers through its showrooms, and sell its vehicles online rather than through a conventional dealer network. Musk believes existing dealerships have a conflict of interest and will not promote electric cars from Tesla or any manufacturer, because they make more money servicing than selling cars, and electric cars have lower servicing costs.[84] Tesla is the first automaker that sells cars directly to consumers; all others use independently owned dealerships (although many manufacturers provide online configuration and financing). Tesla has showrooms in malls and other high-traffic areas.
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