4. Gender Split Male – 31 Female – 15 Incomes Those with >$30,000 – 32 $30,000 to $50,000 – 5 More than $50,000 – 4 All but 1 drive gas Color Preference White, Blue/Black, Silver/Chrome, Red, Green, Yellow Rankings (1 st list) Price – 20 Looks – 14 Mileage – 11 Horsepower – 9 Environmental Affects – 4 Rankings (2 nd list) Comfort – 24 Sound System – 13 Sunroof/Panoramic Roof - 11 Navigation System - 7 Heated Seats – 6 Yes, I would buy an electric car – 26 No, I would not buy an electric car – 18

5. Reasons why not:  “Gas is more reliable”  “Electric bill”  “Like gas and diesel too much”  “I would forget to charge it”  “Charging infrastructure and battery technology are not where I would like them”  “I can only afford so much for electricity”  “I hate those puny, weak cars”  “Not efficient”  “Performance unsuitable”  “Need a car that will go a long way on one tank of gas”  “Not enough range/performance”

6. High Cost Low Cost High Quality Low Quality BMWMercedes Tesla Hybrid Diesel Pickup Truck Moped Motorcycle Lamborghini

7.  Issues with Roadster ◦ Battery depletion ◦ Battery Recharge ◦ Price of car and replacement battery  Corrections made in Model S ◦ Battery depletion ◦ Battery Recharge ◦ Price of car and replacement battery

8. Strengths Weaknesses Opportunities Threats

9. Strengths  Pioneers in the electric industry  Unique, with no competitors in the same class  Performance matching that of many high end gasoline cars  Longer range than most production electric cars, while being larger than most  The lowest drag coefficient in any available production car up until January 2013.

10. Weaknesses  Limited range  Charging stations not readily available everywhere in the world  Length in charge time(5-10 hours)  Lack of production  Limited exposure

11. Opportunities  Lack of knowledge among competitors ◦ Big competitors like Mercedes and Toyota had Tesla’s help in the development of their products.  No other countries currently produce a similar concept.  Can potentially go global  Leader in an uprising industry

12. Threats  Oil Companies ◦ Big Oil is a large issue economically as well as politically and pushing the automotive industry to non-gas powered options threatens their infrastructure.  Past Reputation ◦ The Roadster’s battery brick issue did a number on Tesla’s reputation.  Other companies on the rise in electric car industry

13.  Upper Middle Class  Professionals

14. Upper-Middle Class Families  Families in upper class cities around the world with an average income of the household $300,000 plus with an average home price greater than $400,000.  Average age: 35-60  PRIZM Cluster: Fast-Track Families ◦ High Income ◦ Household w/ children ◦ Technologically savvy ◦ Outdoorsman

15. Professionals(Crackerjacks)  Individuals who make over $100,000 a year  Commute to work on a daily basis  Generally Middle-age  PRIZM Cluster: Movers & Shakers ◦ Between the ages of 35-54 ◦ Household w/ children ◦ High percent of executives and white-collar professionals

16. 3 2 1 Neighborhood Families 0 0 0 Area Students 3 2 1 Area Professionals CitySuburban Rural Key: 3 = strong market 2 = medium market 1 = small market 0 = no significant market

17.  Large Cargo space  Range per charge – 200 to 265 mph  4.2sec 0-60  130 mph top speed  416 horsepower/ 442 lb-ft  0 tailpipe emission

18.  Word of mouth ◦ High traffic malls in major cities ◦ Strengthens brand recognition  MotorTrend Magazine  Partner with UPS Automotive ◦ TV commercials

19.  United States  China  Japan  United Kingdom

20.  Population: 316 Million  Most Dense City: New York City -10500/km 2  GDP per capita: $49,800  Median Age: 37.1 years old  Unemployment: 17.6 %  Literacy Rate: 99 %

21.  Population: 1.4 Billion  Most Dense City: Shanghai – 6800/km 2  GDP per capita: $9,100  Median Age: 36 years old  Unemployment: 6.4 %  Literacy Rate: 92.2 %

22.  Population: 127,000,000  Most Dense City: Kyoto – 6400 km 2  GDP per capita: $36,200  Median Age: 36 years old  Unemployment: 4.4 %  Literacy Rate: 99%

23.  Population: 63 Million  Most Dense City: London - 1500 km 2  GDP per capita: $36,000  Median Age: 40.2 years old  Unemployment: 19.1 %  Literacy Rate: 99%

24. Initial Investment: $13 Million Break-even cost for basic car: Fixed Costs: $66,000 Variable Costs: $3,000 Total Costs: $69,000 Price Range: $62,400 - $87,400 BMW 5 Series Price Range: $58,000 - $90,000 Mercedes E Class Price Range: $52,000 – 90,000

25.  Pricing Policy: ◦ Long term profits ◦ Survey the competitive car dealers ◦ Lower than other luxury cars ◦ $7500 Rebate- That’s why the price is low

26.  Carbon Fluoride Batteries  Solar racing  Cross application of battery technology  Greener planet  Power stations