Ch. 8 - Segmenting and Targeting Markets

 

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.