TESLA X LUCIANA FISHER

                                                                              Tesla CEO:  Elon Musk  As previously mentioned, Tesla does not have a Marketing/Advertising/Public Relations budget. However, the creativity of Tesla owners and followers is at the forefront of its massive social media presence and content creation. The brand also relies heavily on the superstar power of its CEO stunts and antics on Twitter. The company often goes brilliantly viral (although sometimes it also gets into trouble). In 2018, Tesla sent a car into space and live-streamed the action, creating buzz and generating tons of free publicity and excitement worldwide.

  Tesla has used steadfast market segmentation as a ladder to reach its true audience. It catered to the wealthiest segment of society until it had enough money to build a more affordable model so middle class could buy it, and now, it has done it again with Model 3. The company is set to repeat the success and have affordable passenger models for everyone's needs in years to come. To fulfill its mission to accelerate sustainable transportation worldwide, Tesla is now aiming for a different segment with its commercial truck line, the Tesla Semi, and has successfully secured contracts with Pepsi Co, UPS and Sysco.   

Tesla dealt with global chip supply shortages by pivoting exceptionally quick to new microcontrollers and developing firmware for new chips made by other suppliers. Always planning for competitive advantage, Tesla now can reuse older chips and rewrite the software due to its coding superiority. The competitive advantage for Tesla doesn't stop there as its shown in its economies of scale and vertical integration of battery, motor, software, firmware, and hardware. On promotional planning for competitive advantage Tesla pledged from inception to become affordable to fulfill its mission statement and has already started cutting prices, doing so six times in 2023 alone, to boost sales, and fence off the growing number of competitors. The smart move has sparked demands worldwide and, in the USA, made more tesla models eligible to benefit from a tax incentive of $7,500 for EV's under 55k.

  The Tesla brand name pays tribute to world famous Serbian American inventor Nikola Tesla, the  inventor of the alternating-current (AC), the Tesla coil, and a three-phase transmission system, making it the perfect name for an innovative electric car company with eyes on the future. With the brand name associated with excellence and the red T-shaped logo  being minimalistic, and easily  recognizable worldwide. It creates awareness and attracts customers. Tesla focuses on creating an emotional relationship with its customers, hence the red passionate color chosen to represent the brand.

                                                       Currently available in 12 states, Tesla Auto Insurance is sold through the Tesla App. No  personal selling here either:     Tesla Auto Insurance . Although you can visit a showroom and speak with a Tesla Advisor, the company does not have sales representatives pushing for a sale, they are there to advise, if solicited. To purchase, y ou must  order it online. One can easily customize and buy a vehicle at tesla.com . Pick your model and customize your car. Enter your credit card information and pay the non-refundable deposit to complete the order . Remember to add a home charging device! Select delivery, available for a fee, or pick up, at the nearest location. Voila! It can take anywhere from 8-12 weeks to arrive. You can also finance your Tesla car through Tesla financiers, a third party or  lease the EV— if you qualify. 

  Tesla Crowned This Commercial as the Winner of Its Fan-Made Ad Contest The company has never run an ad campaign to date. Tesla believes that the best advertisement is the company's  NO ADVERTISING policy. Social media users often create faux TV commercials. The company itself has never had an official ad run anywhere. Tesla also does not have a Public Relations Department and no longer employs a PR company to represent them. This ad highlights cargo space, reliability and speed.

                         Unlike traditional franchise dealerships, Tesla sells cars directly to consumers worldwide. In the US there are 217 stores located in 36 states and territories and 182 cities.  Tesla's retail approach was initially MTO-based. Tesla's growth was enabled by ERP software built by former CIO Jay Vijayan in 2012. To establish its brand and engage its target market via foot traffic, it used high-end malls, stores, and showrooms. Rather than keep leasing high-rent locations, the company opened delivery centers in lower-cost areas in 2019. Through keeping its own stores and its game changing e-commerce platform, Tesla continues to sell directly to consumers. The comprehensive retail approach has proven to work for the brand.  You can s chedule a contactless and pressure-free test drive here . Beyond EV's:  Tesla Online Retail Shop