1. Tesla Motors
Toronto Debut

2. Situation Statement
Tesla Motors Inc. Is preparing for its Toronto debut in January 2011
Tesla wants to create pre-order sales for
its debut.
The company wants to position its vehicles as viable alternatives to gasoline cars.
It also wants to generate buzz for its cars
in Toronto

3. SWOT
Strengths
Fastest and most energy-efficient electric car on the market
Patented technology and other technologies
Jay Leno, Arnold Schwarzenegger and George Clooney
Strong website
Respected brand worldwide
Large access to capital
Opportunities
Toronto is a new market for Tesla
According to Frost & Sullivan, the market for electric-based vehicles is expected to grow to approximately 10.6 million units worldwide
Partnership with Toyota Motor Corporation
Volatility of oil market and industry
Weaknesses
No economies of scale; small-scale operations and low sales volume
Expensive: can only cater to an audience with means
Narrow product line
Limited operating history
Threats
Large motor companies devoting more resources to developing electric cars and cars fuelled by other alternatives
Limited charging infrastructure
Depressed market for luxury goods

4. Objective
Create 30 pre-order sales by the January 2011 debut of Tesla Motors in Toronto

5. Strategy
Use two exclusive events to generate pre-order sales for the Tesla Roadster
Use the events to create hype for Tesla’s Toronto debut

6. Audiences Corporate executives based in Eastern Canada
Live and work in Toronto or Montreal
Earn over $250,000 annually
Trend setters in tech or sustainable business
Environmentally conscious car enthusiasts
Read auto publications

7. Key Messages Corporate executives based in Eastern Canada
Lead the pack; go green by driving a Tesla
Environmentally conscious car enthusiasts
The Tesla Roadster exceeds performance and is
guilt free
General
First Teslas available in Canada January 2011 in the Toronto showroom
Call for more information or to arrange a test drive

8. Tactics Exclusive test drives with Media kit for track day Jay Leno
Social media (news
Exclusive cocktail party at the
releases, twitter, website,
Toronto showroom
facebook, youtube)
Info packages
Celebrity interviews
(online and print)
Swag
Media kit for launch event

9. Evaluation Number of pre-order sales on exclusive
phone line (target: 30)
MRP for media relations campaign
(target: 80%)
Face-to-face surveys and telephone follow ups from test drives
Consumer and media reviews
Adherence to critical path

10. Simplified Budget
Activity Estimate Base Program Budget (Agency) $560, Includes media relations, media monitoring, exclusive event, monthly media relations, newsletters, press kits, showroom tour, social media, white papers and vehicle information kits Base Program Budget (In House) $ Includes dedicated telephone line for sales call monitoring Optional Projects Budget $34, Includes market evaluation, media coaching, messaging matrix, online monitoring and website archiving Subtotal (+/- 10%, taxes extra) $594,000.00