9781422270370

Tesla applies these values as the principles that guide its mission and vision. The application of the core values to the day-to day operations of the company ensures its healthy work environment, too. Tesla’s Company Mission Evolves By using a transitional business model, Tesla focused on short-term vehicle development and sales goals while focusing on its overall long-term mission of affordable electric vehicles. The company set its sights on new milestones tied to its goals that fulfill the overall mission of creating affordable, enjoyable, electric vehicles. Rather than just manufacturing an electric vehicle, the Tesla business model tackles the creation of an ecosystem of energy solutions. Electric cars factor at the top of this ecosystem as competitors to gasoline-powered engines and devices of convenience. Today, Tesla’s mission ties in with that of the energy companies owned by Musk, such as the Powerwall devices that can power a home for days using stored energy and the solar panel installations from another of his companies. While Eberhard envisioned the original notion of the Roadster, Musk developed it into the four-point plan that encompassed the starting point of their designs, then segued into the development of Besides Eberhard’s desire for a fun, all-electric ride, entering the sports car segment of the automobile market first let the company create a vehicle that could sell at the same price point as its gas powered competition. While $100,000 to $250,000 sounds expensive to the typical consumer, it offers the entry point in the luxury car segment and the sports car segment. Despite it costing more to produce an electric vehicle, the Roadster would carry a competitive price. lower-cost and more accessible vehicles. Why start with a sports car?

18

Tesla: The Feeling is Electric