IntroductionHistory

Brand IdentityProducts

Consumer ProfileMacro Trends Infoboard 1D.E.S.T.E.P.

USP + PositioneringSWOT AnalysisAnsoff Model

Nikola T: Brand IdentityInfoboard 2Micro Trends Infoboard 3

Nikola T: Consumer ProfileInfoboard 4

Nikola T: CollectionMoodboard

Nikola T: USP, Positionering + PricingConclusion

INDEX

‘I think life on Earth must be about more than just solving problems... It's got to be something inspiring, even if it is

vicarious.’- Elon MuskTesla Motors, Inc thrives for a revolutionary vision in every aspect of their compa-ny. They keep developing by scrutiny and evolve a lifestyle that hopes to create a non pollutive world. All is executed to high standards in premium quality and so will Nikola T, our brand proposal, do. It will fill the gap of sexy, fashionable but sustaina-ble design and comfort in a market that is still led by a dull image of sustainability.

Tesla Motors, Inc. was incorporated in 2003 by American engineer Martin Eberhard and Marc Tarpenning, who to-gether financed the company until the Series first Round of funding. In 2004 co-founder of the online digital-wallet Paypal, Elon Musk, joined the company. He led the Series first Round of investment and joined the Board of Directors as its chairman. The company’s goal was to commercialise electric vehicles. It started with a premium electric sports car which was aimed at early adopters. From there on the com-pany wanted to move to more mainstream and affordable vehicles.

Elon Musk then took a big role within the company. He led the design of different components and took a big role in the styling of Tesla’s first vehicle, the Tesla Roadster. In ad-dition to the regular operational roles, Elon Musk was the controlling investor in the company from the first financing round. He founded the majority of the Series first capital in-vestment round with personal funds. In 2006 he received the Global Green product design award for his design of the Tesla Roadster and a year later he received the index design award for this same design.

The Series first Round of funding included many private investors as well as prominent investment companies like SDL Ventures and Compass Technology Partners. The Series second Round of funding was also led by Elon Musk. The funding team extended with new investment companies joining it. With the series third round of funding again the

funding team got extended with some prestigious investors. Former eBay president Jeff Skoll, Larry Page and Sergey Brin who are the co-founders of Google and many other private investors joined the team. With the fourth funding round in 2007 another US 45$ million were added which brought the total of investments to more than US 105$ million through private financing. By 2009, when Tesla had already raised US187$ million and delivered over a 140 cars, they received a US $465 million in interest-bearing loans from the US De-partment of Energy. This funding was part of a program that encouraged the manufacturing of technologically advanced vehicles. With the loans, the engineering and production of Tesla’s second vehicle, the Tesla Model S and the develop-ment of commercial powertrain technology were supported. In 2013 Tesla had fully repaid the loan to the government. With an over all corporate profitability for the month of July 2009 and a record amount of 109 shipped vehicles that month, Tesla announced a US $82.5 million round for retail expansion.

The name Tesla was derived from the 19th century born Serbian American engineer Nikola Tesla, who was an inven-tor, physicist and electronic engineer. He was publicly most known for his invention of the modern alternating current and electricity supply system. Nikola Tesla is today still con-sidered one of the greatest inventors of all times. In 1960 the unity for magnetic flux density was called after him, the Tesla (T).

HISTORY

“Tesla’s mission is to accelerate the world’s transition to sustaina-ble transport.“

Mission

By the year 2020 Tesla wants to sell 500.000 cars per year. Since the establishment of the brand the goal has always been to accel-erate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible. A high amount of control is needed to reach the goals connected to tech-nology. Tesla wants to offer the least expensive cars to own and wants to be the best in the automotive industry in the future. Fur-thermore they want to turn the economy towards a sustainable, solar electronic economy.

Vision

Tesla believes that technology should be held to a higher stand-ard. However there should be a limit to the extent of this standard. They want to be the most convincing car company of the 21st cen-tury by getting the economy’s attention to electric vehicles.

Core ValuesSustainablility

Premium QualityScrutiny

Revolutionary Innovation

Tesla‘s core values compose premium quality and sustainable adaptions to everyday life. The brand constantly researches our environment to present revolutionary innovations within their products. Another focus lays on excellence and the contribution to a global impact. In their work they show their passion.

BRAND IDENTITY

Tesla Motors, Inc. is founded for designing, manufacturing and selling electric cars, electric vehicle powertrain components and extra product accessoires as well as for extra detailing of the car as for the car’s image and belonging lifestyle.

The car’s models are following a three-stage-strategy plan for bringing the cars to the audience. First a very highly priced model the Tesla Roadster, for a very small group of customers. Then a Tes-la Model S, a premium priced middle class car for the middle-mar-ket. And the final stage is to bring Tesla to the big audience, a highly produced low-price car named Model 3. In between the Model S and the Model 3 there is going to be a SUV-model to ful-fill the market’s needs for a bigger crossover utility vehicle (CUV).

This strategy allows Tesla to gain knowledge about the building structure of the car. By first producing a highly priced electric sports car they gain knowledge about the technology which they can use in their further production. For example: before the Mod-el S, the second model, they already had developed an electric energy driven motor for the Tesla Roadster. This knowledge can be used for featuring this technology in the Model S. The other way around the Model S gave new insights on the car and construc-tion. This can be adapted for updates of the Tesla Roadster.

Tesla Roadster

Tesla Roadster is the first car produced by Tesla. It is a battery elec-tric vehicle (BEV) sports car. It is the first electronic vehicle that has a range from around 394 km per charge and can accelerate from 0 till 100 km/h in 3.8 seconds. It is the first car built with a lithium ion battery system. Also it was the first highway-capable all-elec-tric vehicle in serial production for sale in the United States. Tesla Model S

The Tesla Model S is the more highly produced electric premium liftback. It’s the second-phase car for the mid-high market. It fea-tures the lithium ion battery system but designed in a different way.

The design is inspired by the luxury sedan known by brands as Mercedes-Benz and Audi but is taken with a new twist. The aero-dynamics were taken in high consideration for reducing drag and enduring the range. That’s why the door handles retract into the body of the car and only extend when a key is in close proximity.

The interior is, since it is a Silicon Valley originated car company, featured with a 17 inch touchscreen controlling all the vehicles functions. Opening the roof and windows, control the music and GPS and customizing climate control. The car’s interior is manu-factured with exquisite materials such as Nappa leather and hand polished zinc. The Model S is available in 4 options, with a 60 kWh battery (60) or 85 kWh battery, standard (85), with a dual motor (85D) or as a high speed performance model (P85D).

Tesla Model X

Tesla Model X is designed by the design studios of Tesla in Califor-nia. Model X is based on the full-size sedan platform of the Tesla Model S. It will be produced as the same factory as the Model S, the former Toyota Factory now Tesla Factory in Fremont, Califor-nia. The model will be available in 2016 after it’s been postponed since 2013.

Tesla Model 3

Tesla Model 3 will be the third-stage strategy car. This model will be the mass-produced, low priced full electric vehicle. It will be based on a different platform then the Model S and X and the car will have a more distinctive design and construction. Tesla wants the Model 3 to compete with the BMW 3 series, Audi A4 and the Mercedes-Benz C-Class type. The model was codenamed as Tesla BlueStar in the early development plan.

Tesla Electricity Services

To complement the electric products Tesla has been developing chargers and power train components. Buying a car of Tesla will include the offering of a supercharger. A supercharger is a fast charging additional component which will recharge the Model S in half an hour. Besides the regular superchargers at home Tesla is expanding the (Super) Charging Stations to the road network to meet the needs of charging while consumers are on their way. This will extend their range.

PRODUCTS

David is 28 years old and lives in one of the hotspot neighborhoods in the world’s capitals since he started his technical business with a friend. For him, there are currently no thoughts about starting a family because he is too busy with his successful company. Next to his work, he enjoys sports and meeting friends for lunch or a drink. David uses a lot of technology and social media in his work but also in his social life and this is where his interests are. He buys more quality rather than quantity and only buys products which are there for long term use and also have a good design and performance. This because David tries to live conscious.

Name DavidGender MaleAge 28Civil Status UnmarriedHabitat City center

Work Co-founder technical business

Income Upper- middle class (above average, below elite)

Hobbies Jogging, fitness, readingCharacteristics Sportive, social, tech savvy

Interests Technical gadgets, traveling, design, health, sustainability

Hangouts Restaurants, lounges, office, park

Clothing Style Timeless, sophisticated, clean

Favourite brands Apple, Nespresso, Omega

Fashion Brands Hugo Boss, Brioni, Calvin Klein

Media LinkedIn, Twitter, NY Times, Dezeen

CONSUMER PROFILE

EcolutionAn examplar shift can be observed particularly in wealthy com-sumer societies, which means that the value of companies is no longer measured only by their profits but also by their social and ecological impact. Tesla‘s solutions for environmental issues should find broad acknowledgment in today‘s society. We want to implement this idea into our apparel because Tesla has already proven that they have an ecological standard which is manifested in their vision.

ExperienceTesla incorporates a touchscreen display in their cars to navigate all instructions. This tops off the product experience and proves that Tesla is meeting the consumer‘s needs. Also Tesla will have personal stylists to consult while shopping Nikola T. The Future of Retail Shopping is in a Digitally `Connected Store`. These stores bring immersive digital technology by featuring an oversize screen, where customers can browse merchandise or request items in specific sizes to try on.

TechnologizationThis trend is going on for many years now and there is no end in sight. Our society is driven by technological inventions which are already part of Tesla‘s way of operating. We want to continue this and keep broadening our knowledge in order to be ahead of our competitors and incorporate the latest technology to be more sustainable in the most efficient way.

Human 2.0With technical innovations, which already have a significant im-pact on the economy, people will always try to improve themselves and their way of life. Humans want to push boundaries while test-ing out the seemingly endlessly possibilities of technology. Tesla steadily wants to come up with new possibilities to change peo-ple‘s life through revolutionary innovations. These innovations will be also adapted by Nikola T in finding ways to create, use and recycle sustainable materials and eventually adding technology to the design of the collections in the future.

OuternetThe Outernet is the technical infrastructure of tomorrow. It came up when the Internet and all the possibilities of the digital world could emerge with the real world. Digital things become seam-lessly integrated into many aspects of our lives. This is why we intend to be active on online platforms and distribute our clothes through an online shop next to our retail shops. Online becomes integrated with the offline and the other way around.

HealthstyleNot only looking at the world around them, but also within them-selves people are living more consciously. To be both physically and mentally healthy has become more important than ever and is seen as the foundation for productivity and success. Wearing sustainable clothing goes along with this conscious mindset.

MACRO TRENDS

MACRO TRENDS: INFOBOARD

Ecolution

Experience

Human 2.0

Healthstyle

Outernet

Technologization

DemographicFor Tesla, there are just two main demographics to be kept in mind. First, from a geographical perspective, the two top points of sales have been the US (main area, California) and Europe (with on top: Norway). Secondly, looking at the numbers, there’s a really short way to summarise Tesla’s biggest group of buyers, as most of them are aged between 45-64 with an income over $100.000.

Combining those two key demographics there’s still a lot of change for growth and/or expansion in just those two ‘Western’ areas. Like for instance in the US, the 1% earners group is still growing, with an average earning of $380.000. But even all the way ‘down’ to the top 10% earners, the earnings are still $100.000 and up. On the other hand both societies are ageing, so there will be a lot more people in the age between 45-64. For Tesla, these developments offer a lot of opportunities in the future.

EconomicsAlmost every business running from 2008 until now is or was dealing with the financial crisis. The customer confidence de-creased as well as the purchasing power. People operating in all social classes were dealing with lower sales and negativism in the financial being. Especially the car business was hit hard. Car sales declined almost everywhere, due to the financial crisis or due to the high fuel prices.

For electric vehicles to become a success, consumers must be willing to buy them. New technologies are still produced in low quantities which makes that the price of the cars is still sometimes more expensive (purchase price) than regular fuel vehicles. Fed-eral and Local Governments understand the fact that consumers will only buy electric vehicles if financial incentives reducing their purchase cost and other non-financial incentives are offered. As a result there are a large number of incentives, rebates and tax credits available for consumers interested in purchasing electric vehicles.

SocialEnvironmental and green well-being became more popular during the past years. By becoming more conscious about envi-ronmental friendly concerns, people become aware of climate change. This could be caused by exhaust fumes and therefore they to integrate ‘green’ products in their lifestyle.

Cars are in social terms a status symbol. People judge each other on the car they posses. The car you own can range from being lux-urious, trendy, vintage or eco-friendly. Every car brings a different social value. In Tesla’s example, consumers can buy a sustainable car with the positive benefits of a premium car.

TechnologicalToday’s society is driven by technological developments. It‘s about increasing our standard of life, to make our living more comforta-ble and easy. People welcome new technologies and include them in their daily life. This open-minded and development-oriented attitude benefits Tesla. Its goal is to revolutionize the automotive industry by replacing the regular engine by the latest technology of lithium ion batteries. Tesla is all about employing technology in their cars. Inside their cars there are no buttons or turntables. Instead, all instructions are given to a 17 inch touchscreen display.

EcologicalFuel prices are rising, the climate change is a global issue, and millions of people all over the world rely on transport every day. Tesla offers a sustainable way of transportation, as well as the pos-sibility to be independent from price increases of fuel.

PoliticalGovernments around the world expand and standardize the charging infrastructure which of course benefits Tesla as well. The only problem Tesla has is that their superchargers aren‘t compati-ble with the European system of charging stations. Therefore they are forced to adapt to European standards.

D.E.S.T.E.P.

Unique Selling Points: Tesla

• Rated as safest car around• Driven on batteries (rechargeable, no gas)• Electricity makes it sustainable (zero emission)• Premium quality for great cost (high standards, innovative

interior + exterior)• Governmental cost reduction agreements

USP + POSITIONERING MATRIX

By being recognized as the first company to produce fully elec-tronic cars Tesla has proven their technological expertise. CEO Elon Musk has earlier founded companies like PayPal and SpaceX, so he is able to lead Tesla with his vision into the future. Tesla is the only automaker that places equal emphasis on zero emission, performance and aesthetics of the car. Their cooperative approach to the industry with other car and technology compa-nies will help Tesla to develop their battery technology. All in all, Tesla will make use of the newest and most innovative ideas to have an impact on the world.

SWOT ANALYSIS

Strenghts Weaknesses• First company to produce a fully electronic car and launch

in the U.S. and Europe• Brand image; brand loyalty• Strong technological expertise • Experienced CEO, strong management team• Ability to develop current and future vehicles completely in

house including the sub-assemblies required• Fastest and most energy-efficient electric cars on the market• Focus on design, performance and efficiency• Model S won the 2013 Motor Trend’s car of the year awar• According to crash tests Model S is safest car ever • Positive strategic partnership record• Close connection to its customer: direct communication

through social media and own blog• Highest owner satisfaction score in Consumer Reports’

annual survey• Ability to market itself without investing a lot of money into

marketing

• Infrastructure not yet fully developed for electric cars• Current high price• Model S currently the only car model• Dependent on continuing innovation• Only selling electric cars, people are still suspicious of

electric cars• Limited operating history (founded in 2003)• Lack of brand name recognition• Limited manufacturing history, their factory might not be

able to meet the increased customer demand in future• Tesla experienced significant delays in their launch of the

Model S• Limited revenues and lack of profitability: the car industry is

competitive and there are no guarantees that you will make money despite producing great cars

• Dependent on suppliers, the majority are single source suppliers.

Opportunities Threats• Increasing awareness and support for environmentalism• New lower-price models will possibly appeal to a wider

range of customers in the future• Advances in technology may increase battery life• Increasing oil & gas prices• Government support• Resources are renewable and more available• Battery technology can be used in other areas, such as

storing power from solar panels• Large international market potential, sales outside of the

U.S., particularly Europe, Asia and Canada• Supported by a strong and established community of

owners and technology-following people who are very enthusiastic about the brand

• Popular in younger age groups who are likely to use social media

• Uses Tesla Stores instead of traditional distribution through dealers

• Increasing internal combustion engine efficiency• Competition from established car companies: more and

more auto manufacturers are releasing their own environ-mental friendly cars

• Biggest competitor: technology of hydrogen fuel cells adopted by Toyota

• Lawsuits could inhibit/delay innovations• In case of loss of government subsidies the prices will rise• Electric vehicle related accidents may scare away customers• Limited experienced resource pool• They depend on their suppliers, the vast majority of which

are single source suppliers, and the inability of these sup-pliers to continue to deliver

ANSOFF MODEL

Existing products New productsExisting market • Tesla Roadster

• Door to door service• Environmental policy

• Tesla Model S

New market • Chinese market • Ion Battery Service• Supercharger

1) Market penetration: Tesla Roadster

Tesla penetrated the American and European market of electric vehicles with their first model, the Tesla Roadster in 2008. Even though there was already a market for electric vehicles in both continents, Tesla made a name and successfully took over a part of this market.

2) Product development

In 2012 Tesla Motors introduced a new model, the Tesla Model S. Again this car was a success in the US and Europe.

3) Market development

After the American and European market, Tesla introduced itself in China. Their electric vehicle were more than welcome for the cause of pollution problems in this country.

4) Diversification

Tesla not only offers electric vehicles, but also came up with the Ion Battery Replacement Service. A new way of efficiently charging your car by quickly placing in a new battery. Also the supercharg-er is a new product that Tesla introduced for Tesla holders. This is a new sort of charger that works efficiently with several chargers working simultaneously on one car, which makes that the cars can be charged in a extremely short amount of time.

Objectives

Garments perfected in its simplicity and sphered in timeless fash-ion forward design. The Tesla apparel will be known for its dura-bility and environmentally friendly production combined with comfort and premium quality. Nikola T stands for sustainability, thrives for innovation and radiates luxuriance. The long term strat-egy is to leave a mark on the fashion world with its new vision on sustainability carrying on in the complete process. From close-by manufacturing, to recycling the left-overs from both fabrics used in cars or older collection’s apparel. Sustainability combined with timeless in and beyond vogue design should be desirable, but mainly accessible for the consumer who adheres to Tesla’s vision.

Mission

We want to drag people‘s attention to a more conscious lifestyle without forfeiting anything compared to our competitors but standing out with our classic, desirable and simultaneously envi-ronmentally friendly design.

Vision

The goal of our brand is to transform the fashion industry into a sustainable business. We aspire to offer an alternative to harmful substances in textiles and production methods that damage the environment while we maintain our emphasis on design.

THE COLLECTION

Premium Quality

Revolutionary Innovation

Scrutiny

Sustainability

BRAND IDENTITY:INFOBOARD

Smart GarmentsToday you can watch a seamless interaction of fabrics, as they fuse through engineering and technical applications. For example thousands of tiny micro LEDs can be woven into such fabrics to create garments that can change pattern or colour instantly. Tesla can integrate their scrutiny into devel-oping such innovative fabrics to inspire conscious women.

Lightweight TranslucencyLightweight garments and textiles become increasingly high performance, cancelling the need for multiple mid-weight layers. Although they display a translucent sheen, the fabrics are durable and strong despite their fragile appearance. The clothing line will include elements of transparent fabrics to demonstrate the speed of a Tesla. The look got mainly in-spired by Tesla‘s transparent approach to the industry.

Grid and GapsBy revealing parts of the skin, Grid and Gaps goes along with the lightweight translucency trend. Ordered in a certain way, the gaps replace traditional patterns. This goes along with Teslas vision because of the gaps that are filled between

releasing models and strutinize before production. This doesn‘t mean Tesla has a gap in their production, but a wide range of (coming) products.

Outspoken FemininityOutspoken femininity is redefined as women aspire to a body shape that is strong, curvy and, above all, healthy. Empowered by natural form and curve, this new aesthetic moves away from super-skinny and androgyny to focus on a more natural and fit shape.The collection will include gar-ments that emphasize the female silhouette which is in line with our goal to directly address women in order to get them into the Tesla community.

Quiet NeutralsQuiet Neutrals is about beauty in simplicity in colours and form. By the neutral greys, beiges and whites, shapes are ac-centuated while the structure of the material becomes more important. Also Tesla‘s colour scheme is very clean and well ordered to emphasize the aesthetics.

MICRO TRENDS

MICRO TRENDS: INFOBOARD

Smart Garments

Lightweight Translucency

Grid & Gaps

Outspoken Femininity

Quiet Neutrals

Viktoria has a very healthy and conscious lifestyle. She eats healthy and whenever she misses a pilates class, she makes up for it by going for a run through the park. She spends a large part of her income on travelling besides the time she is already abroad for her work. Discovering beautiful places in the world and getting in touch with other cultures, is what she loves doing the most. Even though she doesn’t have much time for shopping, she in-vests time in carefully selecting her purchases. She is aware of the big impact her fast city life and all the travelling around has on the planet. Therefore Viktoria tries to compensate this by choosing biological and environmentally friendly products. She actually is the type of women who will convince her future partner to drive a Tesla.

Name Viktoria Gender FemaleAge 29Civil Status Unmarried, Dating

HabitatUrban, City Center, Capital (Western-Europe / North-ern-Europe)

Work Entrepreneur

Income Upper- middle class (above average, below elite)

HobbiesReading, Pilates, Running, Going to Exhibitions and Events, Travelling

Characteristics Social, Smart, Diligend

Interests Travelling, Fashion, Interior, Self-Improvement, Health

Hangouts Restaurants, Cafés, Parks

Clothing Style Sophisticated, Elegant, Timeless, Casual Touch

Favourite brands Apple, Josie Maran, BKR, The Organic Wine Company

Fashion Brands

Sandro, Cos, Ralph Lauren (Polo), Seven For All Man-kind, ACNE Studios, BOSS Orange Label, By Malene Birger

Media LinkedIn, Twitter, Plaza Magazine, The Guardian

CONSUMER PROFILE

CONSUMER PROFILE: INFOBOARDConscious

Independent

Socially Connected

Cultural Savvy

Metropolitan

Sophisticated

Product Range

The Nikola T company will start with a small range of products con-taining mid to top styles and start with offering womenswear. It will offer fashion basics executed in high standards. Therefore it will have a small breadth range but while evolving Nikola T will arrange more in depth choices for different quality of fabrics. The garments will and remain in the same style wherefore the gar-ments can be match- and collectable for seasons and could all fit in one wardrobe. Timeless mid to high styled basics will be a shirt, a blouse, a skirt, a pullover, a pants, a blazer, a dress and a coat and will later be offered in multiple neutral colours.

Launch

As Tesla car products, Tesla apparel will be highly in demand be-fore the launch of a new collection arrives and therefore does not want to participate for a hundred percent in the mass market. It must remain desirable and consequently a collection will launch in small amounts three times a year with complete season after sales. In Tesla apparel there will be the launch of Spring / Sum-mer, Autumn / Winter and for extra holiday luxuriance it will have a Resort collection.

Appearance

Nikola T will have a clean, light-weight and comfortable appear-ance. It fits formal and informal use with an easy-going profes-sional look. Hereby it will be finished in neutral tones and be tailored with a focus on feminine shapes. Nowadays Micro-trends are taken in consideration when designing the garment, such as: the accentuation of the women’s body, the sheerness in fabrics and the layering of low density dyed garments. It will remain ele-gant and be pure by it’s simplistic cut.

Materials

Sustainability is the key word. Nikola T will be known for an inno-vative use of environmentally friendly fabrics in their garments. The chosen materials will mostly be natural. Re-using unsold col-lection pieces is one of the things they aim for. This can be realized because of the low-density dyeing used for most fabrics. Cotton and silk will accordingly mostly stay in their natural hue. As show-pieces Nikola T will use metallic fabrics that vibrate the Tesla car’s premium quality and use of exceptional manufactured materials. We are using leftover materials from producing Tesla cars for tags such as size and care labels. With this Nikola T will integrate part of the original Tesla products in their garments.

THE COLLECTION

THE COLLECTION:MOODBOARD

Elegance

Simplicity

Lightness

Durable

Metallic

Unique Selling Points: Nikola T

• Sustainable and sophisticated for a great cost (mid-high price)

• Innovative, sustainable use of technology• Mix of matching styles which makes it match- and collecta-

ble for a complete collection • Comfortable due to using natural materials

Positionerings Matrix

Pricing

Nikola T wants to enter the middle to high market with it’s clothing prices. It wants to give the Tesla quality the people know but will eliminate the luxury brands with their high to mediocre prices.

The Tesla apparel will attract more women to Tesla since 83,7% of the car owners is currently men. It will answer the need for the more educated, independent, modern women who is a conscious lifestyle devotee. This group of consumers is willing to spend more for a premium product according to design, innovation and use. Even more important, they will spend more because it is sustainable.

Nikola T will exist within the price range from 80 to 450 Euro. In terms of price it will be placed between COS and Ralph Lauren and can therefore be classified as a middle to high fashion prices.

THE COLLECTION

‘If you get up in the morning and think the future is going to be better, it is a bright day. Otherwise, it’s not.

’- Elon MuskAs a result of our broad research, we discovered that our product is strong enough to develop. In our case, Tesla Motors, Inc would benefit from Nikola T. On the one hand, from Tesla’s perspective, it would provide publicity and reach a more broad public to the car brand. This, because mostly men are in-terested in Tesla and making an apparel line would be a good way to include women into the brand. Furthermore, the sustainable apparel of Nikola T is a good extension of the “Tesla Lifestyle”. In ad-dition to this, a clothing line would bring Tesla closer to its revolutionary goal of a more sustaina-ble and conscious life style for global population, which will lead to the preservation of our world. From the consumer’s perspective, we concluded that there is a large demand for apparel that shares Tesla’s mission and vision. There is almost no apparel line yet which is conscious, fashionable and has a great quality.

This is where we will step in with Nikola T, and we’ll launch a classical up-to-date sustainable collec-tion two times a year with an extra Resort collection. Our apparel line will not only be another branch of Tesla, but it will be the first step of an improved conscious fashion world. Tesla will be hosting twice a year the “Tesla Conscious Fashion Week” where they encourage other fashion brands to launch their sustainable collection. Nikola T will be the opening show at every Tesla Conscious Fashion Week.

Implementing all the conceptual features, Nikola T will achieve unique characteristics with-out any elegant, fashionable and affordable competition offered these days. Besides an ex-tended mission of forward thinking, all of these ideas brought together by an appar-el collection, would enhance Tesla’s tradition of future-oriented and sustainable innovation.

Literature

Vance, A 2014, Elon Musk: Tesla, SpaceX, and the Quest for a Fantastic Future, [Book] 1st edn. Ecco Publishers.van Gilluwe, F 2013, Tesla Model S - Best Car Ever!, [Book] 1st edn, FAQware Publishers.

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Files

http://files.shareholder.com/downloads/ABEA-4CW8X-0/3965417727x0x808854/BB31868E-588E-4E95-B72E-729E88E9E932/Q4’14%20Shareholder%20Letter%20Final.pdfhttp://de.slideshare.net/dpayne05/tesla-marketing-planhttp://intra.iam.hva.nl/content/0809/verdieping2/trendanalyse/intro-enmateriaal/Maatschappelijke-trends.pdf

Interview

Musk, A (April 17, 2013) ‘A conversation with Elon Musk’ , inter-view by Khan Academy office. [Interview] To be found on: https://www.khanacademy.org/economics-finance-domain/entrepre-neurship2/interviews-entrepreneurs/copy-of-khan-academy-liv-ing-room-chats/v/elon-musk

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SOURCES

Brechtje Helderweirdt | Jana Baumann | Alison Stricker | Lida van Wijk | Alec Versteeg | Alexander Michielsen