About Tesla
Tesla was founded in 2003 by engineers Martin Eberhard and Marc Tarpenning. It started as a company that built high-end all-electric sports cars and wanted to prove that electric vehicles can be better, quicker, and more fun to drive than gasoline cars.
Development Strategy
Tesla adopts a developmental brand strategy in China, focusing on expanding its market share by establishing a “super factory” in Shanghai to develop from the supply side and implementing corresponding marketing strategies.
Product Development Strategy
Tesla has refined its products, which were initially imported from abroad, and has developed products with more diversified design and price levels to target different consumer groups.
Marketing Strategy
Tesla uses a cost-driven approach based on penetration pricing, taking advantage of economies of scale and reduced costs for battery hardware replacement manufacturers. It also employs a celebrity effect and hunger marketing strategy to create a niche and high-end brand image.
Manual:
Download: Tesla Automobile Manual 2021
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