BEST PRACTICE 2

TESLA

BRAND PURPOSE

Tesla got ahead of Ford and even GM in market capitalization in April 2017 (52 Billion USD Tesla vs. 45 Billion USD Ford vs. 51 Billion USD GM) even dough Tesla sold in 2016 just 80’000 cars, compared to Ford (6,7 Million) and GM (9,5 Million).

In the last five years Ford earnt 26 billion USD and the net incom of GM was 34,6 Billion USD. During the same period of time Tesla lost 2,6 billion USD.

The EV / EBITDA of Tesla was in April 2017 +130 compared to +18 of Ford and +5 of GM.

Explanation: TESLA has an inspiring purpose!

Release of patents

In June 2014, Tesla made patents publicly available «in the spirit of the open source movement, for the advancement of electric vehicle technology.»

We are completely shifting the way people are thinking about buying a car (George Blankenship, VP of Sales at Tesla): «Tesla Motors has no advertising, no ad agency, no CMO, no dealer network. And that’s no problem.»

A 5th-grader wrote a letter to Elon Musk about a business idea – here’s how the billionaire responded

A fifth-grader has gotten a favorable response from the CEO of Tesla and SpaceX after sending him a letter suggesting that he run a contest for homemade commercials.

«I have noticed that you do not advertise,» writes Bria, whose father is an auto industry journalist. She and her dad have had many conversations about Tesla, she says.

«Many people make homemade commercials and some of them are very good, they look professional and are entertaining. So, I think that you should run a competition on who can make the best homemade Tesla commercial and the winners will get their commercial
aired.» (Source: https://www.cnbc.com/2017/03/02/5th-grader-wrote-toelon-musk-pitching-an-idea-and-he-responded.html)

The results

«Love you guys! Will buy my Tesla as soon as I get the money! Keep saving the planet as I save for a Tesla!»

– CONSUMER FEEBACK

«It is wonderful to see altruism and business decisions converge. I couldn’t be more proud to be a Tesla owner and shareholder.»

– REACTION OF A TESLA OWNER AND SHAREHOLDER,  AFTER THE PATENT RELEASE

TESLA | Marco Casanova