Tesla Inc. Mission Statement/Business-Level Strategy/Functional-Level Strategy Analysis Assignment

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Tesla, Inc. July 2020

Company Description

(https://ir.tesla.com)

Tesla’s mission is to accelerate the world’s transition to sustainable energy. Since our founding

in 2003, Tesla has broken new barriers in developing high-performance automobiles that are not

only the world’s best and highest-selling pure electric vehicles—with long range and absolutely

no tailpipe emissions—but also the safest, highest-rated cars on the road in the world. Beyond

the flagship Model S sedan and the falcon-winged door Model X sports utility vehicle, we also

offer a smaller, simpler, and more affordable mid-sized sedan, Model 3, which we expect will

truly propel electric vehicles into the mainstream.

In addition, with the opening of the Gigafactory and the acquisition of SolarCity, Tesla now

offers a full suite of energy products that incorporates solar, storage, and grid services. As the

world’s only fully integrated sustainable energy company, Tesla is at the vanguard of the world’s

inevitable shift towards a sustainable energy platform.

About Tesla

(https://www.tesla.com/about)

Tesla was founded in 2003 by a group of engineers who wanted to prove that people did not need

to compromise to drive electric – that electric vehicles can be better, quicker and more fun to

drive than gasoline cars. Today, Tesla builds not only all-electric vehicles but also infinitely

scalable clean energy generation and storage products. Tesla believes the faster the world stops

relying on fossil fuels and moves towards a zero-emission future, the better.

Launched in 2008, the Roadster unveiled Tesla’s cutting-edge battery technology and electric

powertrain. From there, Tesla designed the world’s first ever premium all-electric sedan from the

ground up – Model S – which has become the best car in its class in every category. Combining

safety, performance, and efficiency, Model S has reset the world’s expectations for the car of the

21st century with the longest range of any electric vehicle, over-the-air software updates that

make it better over time, and a record 0-60 mph acceleration time of 2.28 seconds as measured

by Motor Trend. In 2015, Tesla expanded its product line with Model X, the safest, quickest and

most capable sport utility vehicle in history that holds 5-star safety ratings across every category

from the National Highway Traffic Safety Administration. Completing CEO Elon Musk’s

“Secret Master Plan,” in 2016, Tesla introduced Model 3, a low-priced, high-volume electric

vehicle that began production in 2017. Soon after, Tesla unveiled the safest, most comfortable

truck ever – Tesla Semi – which is designed to save owners at least $200,000 over a million

miles based on fuel costs alone. In 2019, Tesla unveiled Model Y, a mid-size SUV, with seating

for up to seven, and Cybertruck, which will have better utility than a traditional truck and more

performance than a sports car.

Tesla vehicles are produced at its factory in Fremont, California, and Gigafactory Shanghai. To

achieve our goal of having the safest factories in the world, Tesla is taking a proactive approach

to safety, requiring production employees to participate in a multi-day training program before

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ever setting foot on the factory floor. From there, Tesla continues to provide on-the-job training

and track performance daily so that improvements can be made quickly. The result is that Tesla’s

safety rate continues to improve while production ramps.

To create an entire sustainable energy ecosystem, Tesla also manufactures a unique set of energy

solutions, Powerwall, Powerpack and Solar Roof, enabling homeowners, businesses, and utilities

to manage renewable energy generation, storage, and consumption. Supporting Tesla’s

automotive and energy products is Gigafactory 1 – a facility designed to significantly reduce

battery cell costs. By bringing cell production in-house, Tesla manufactures batteries at the

volumes required to meet production goals, while creating thousands of jobs.

And this is just the beginning. With Tesla building its most affordable car yet, Tesla continues to

make products accessible and affordable to more and more people, ultimately accelerating the

advent of clean transport and clean energy production. Electric cars, batteries, and renewable

energy generation and storage already exist independently, but when combined, they become

even more powerful – that is the future we want.