{"id":6727,"date":"2015-12-09T22:11:47","date_gmt":"2015-12-10T03:11:47","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/tesla-redefining-a-trillion-dollar-industry\/"},"modified":"2015-12-09T22:18:20","modified_gmt":"2015-12-10T03:18:20","slug":"tesla-redefining-a-trillion-dollar-industry","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/tesla-redefining-a-trillion-dollar-industry\/","title":{"rendered":"Tesla: Redefining a Trillion Dollar Industry"},"content":{"rendered":"<p>When technology visionary Elon Musk launched Tesla Motors a little over a decade ago, many believed that he was undertaking an impossible challenge. In seeking to disrupt the automotive sector by founding an electric car company, Musk was taking on an established, capital-intensive industry with deep-pocketed incumbents. Silicon Valley was not, most believed, in the business of making cars. The last successful startup car company in America was founded in 1925: Chrysler. For close to a century, very little had changed about the way that the U.S. auto industry did business.<\/p>\n<p>In the span of a few short years, Tesla has completely reconceptualized what it means to be a car company and has forced every major auto manufacturer to adapt in response. Its share price has jumped from $17 at its 2010 IPO to $225 today. The Tesla Model S was rated by Consumer Reports magazine as, literally, the best car ever made (the publication had to recalibrate its entire rating system after giving the Model S an unprecedented score of 103 out of 100). Tesla is steadily advancing its ultimate mission of reducing mankind\u2019s dependence on fossil fuels by making electric vehicles widespread. The company\u2019s phenomenal success and bright future stem in large part from the tight alignment between its unconventional business model and innovative operating model.<\/p>\n<p><strong><u>Tesla&#8217;s Business Model<\/u><\/strong><\/p>\n<p>A few key elements of Tesla\u2019s business model enable it to create and capture massive value\u2014all of which involve challenging deeply-held conceptions in the auto industry.<\/p>\n<ul>\n<li><strong>\u201cInsanely high-quality\u201d product and upscale branding:<\/strong> Before Tesla, electric cars were ordinary-looking in design, with a marketing focus on functionality and environmental impact. Tesla took a completely different approach, positioning its first models as high-end luxury vehicles that directly compete with brands like Mercedes-Benz and Porsche\u00a0<em>(see Figure A)<\/em>. Tesla\u2019s first two cars, the Roadster and Model S, were both priced above $100K, and customer demand at this price continues to outpace the company\u2019s ability to even manufacture the cars. Tesla justifies this high price point through unparalleled engineering and product quality. The Model S is the fastest 4-door sedan in history, going from 0 to 60 mph in 2.8 seconds. It received the highest NHTSA safety rating of any car ever tested by the U.S. government. It is the industry\u2019s most aerodynamic car. Tesla, in short, turned on its head the accepted notion that electric vehicles were\u00a0inferior in performance quality to gas cars; in doing so, it has generated enviable margins for itself.<\/li>\n<\/ul>\n<figure id=\"attachment_6491\" aria-describedby=\"caption-attachment-6491\" style=\"width: 527px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-6491\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Tesla-Roadster-300x210.jpg\" alt=\"The Tesla Roadster\" width=\"527\" height=\"369\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Tesla-Roadster-300x210.jpg 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Tesla-Roadster-600x421.jpg 600w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Tesla-Roadster.jpg 913w\" sizes=\"auto, (max-width: 527px) 100vw, 527px\" \/><figcaption id=\"caption-attachment-6491\" class=\"wp-caption-text\"><em>Figure A: The Tesla Roadster<\/em><\/figcaption><\/figure>\n<ul>\n<li><strong>Direct-to-consumer sales:<\/strong> Another element of the car industry that Tesla has re-envisioned is distribution. Unlike other auto manufacturers, which\u00a0sell cars through franchised dealerships, Tesla is unique in selling directly to customers. The company has established an international network of company-owned showrooms and created a streamlined process for customers to order cars online. By cutting out the middleman of dealerships\u2014previously accepted as an indispensable part of the car sales process\u2014Tesla significantly boosts its profits. Perhaps more importantly, it gives the company complete control over the customer buying experience (an approach that many compare to Apple\u2019s wildly successful brick-and-mortar stores).<\/li>\n<\/ul>\n<ul>\n<li><strong>Nationwide \u201cSupercharger\u201d network:<\/strong> Perhaps the single biggest barrier to electric vehicles\u2019 success and widespread adoption is range\u2014their ability to go long distances before running out of electricity. Tesla has taken it upon itself to directly address this concern by building a nationwide network of \u201cSupercharger\u201d stations\u2014locations where drivers of electric vehicles can charge their cars. Tesla has aggressively executed on this ambitious infrastructure project: it has already built 561 Supercharger stations <em>(see Figure B)<\/em> and is opening a new one on average every 24 hours. To give a sense of these charging stations\u2019 accessibility, in California a driver is now never more than 42 miles away from a station. By going beyond the mere production of automobiles and focusing instead on optimizing the entire product experience, Tesla has created massive value for its customers.<\/li>\n<\/ul>\n<figure id=\"attachment_6697\" aria-describedby=\"caption-attachment-6697\" style=\"width: 542px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Tesla-superchargers.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-6697\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Tesla-superchargers-300x192.png\" alt=\"Figure B: Tesla Supercharger locations in the U.S.\" width=\"542\" height=\"347\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Tesla-superchargers-300x192.png 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Tesla-superchargers.png 580w\" sizes=\"auto, (max-width: 542px) 100vw, 542px\" \/><\/a><figcaption id=\"caption-attachment-6697\" class=\"wp-caption-text\"><em>Figure B: Tesla Supercharger locations in the U.S.<\/em><\/figcaption><\/figure>\n<p><strong><u>Tesla&#8217;s Operating Model<\/u><\/strong><\/p>\n<p>Tesla\u2019s operating model directly links to and supports its business model, making possible the company\u2019s compelling value proposition.<\/p>\n<ul>\n<li><strong>Technology-centric approach to engineering:<\/strong> Tesla\u2019s website describes the Model S as an \u201capp on four wheels.\u201d This reflects the company\u2019s philosophy of placing technology at the center of its engineering process as it reimagines what a car should be from the ground up. In contrast to the primitive user interfaces in many cars, Tesla cars are controlled by a state-of-the-art touch screen in the front seat <em>(see Figure C)<\/em>. When the company\u2019s engineers come up with additional functionalities for the cars, they can automatically push these out to customers\u2019 vehicles as software updates over the Internet. For instance, one morning in October, Tesla Model S owners woke up to find that their cars had a new, fully operational \u201cself-driving\u201d mode. Tesla technicians can often service and fix customers\u2019 cars remotely over the Internet without ever having to touch the car, saving Tesla drivers considerable time and inconvenience. As these examples show, taking a technology-centric approach to its engineering operations has enabled Tesla to rapidly innovate in a product class that had remained largely static for decades. In turn, as discussed above, this allows the company to offer superior-quality vehicles to its customers and to capture much of the resulting value through premium pricing. Unsurprisingly, its competitors have been forced to respond defensively: both GM and Ford have reportedly been hiring software engineers by the hundreds recently.<\/li>\n<\/ul>\n<figure id=\"attachment_6557\" aria-describedby=\"caption-attachment-6557\" style=\"width: 471px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Tesla-touchscreen.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-6557\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Tesla-touchscreen-300x135.png\" alt=\"Figure C: Tesla interior, with touchscreen\" width=\"471\" height=\"212\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Tesla-touchscreen-300x135.png 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Tesla-touchscreen-600x269.png 600w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Tesla-touchscreen.png 640w\" sizes=\"auto, (max-width: 471px) 100vw, 471px\" \/><\/a><figcaption id=\"caption-attachment-6557\" class=\"wp-caption-text\"><em>Figure C: Tesla interior, with touch screen<\/em><\/figcaption><\/figure>\n<ul>\n<li><strong>Verticalization and integration:<\/strong> Tesla has verticalized as much of the car production process as it can, choosing to manufacture components in-house rather than to rely on modularized suppliers. Almost every part of its cars, all the way down to the seats, is produced in-house in the company-owned factory in Fremont, California. The most prominent example of this integrated approach is the $5B Gigafactory that Tesla is currently building in Nevada. When complete, this massive factory will produce all the batteries for Tesla&#8217;s cars (the most important component of an electric vehicle), eliminating the company&#8217;s reliance\u00a0on the vast, complicated international supply chain for battery manufacturing and distribution. This verticalization in production has direct parallels in Tesla\u2019s direct-to-consumer distribution model and its Supercharger infrastructure, discussed above. By owning the entire end-to-end value-creation process\u2014from manufacture through sales to vehicle servicing and infrastructure\u2014Tesla has complete control over the product experience, allowing it to ensure superior quality for its customers.<\/li>\n<\/ul>\n<p><span style=\"text-decoration: underline\"><strong>Conclusion<\/strong><\/span><\/p>\n<p>Overreliance on fossil fuels is, many believe, one of the greatest challenges mankind will face in the coming century. By placing electric vehicles squarely at the center of the transportation industry\u2019s future\u2014where they had not been a decade ago\u2014Tesla is at the forefront of addressing this challenge. Its success can be largely attributed to its innovative and highly cohesive business and operating models.<\/p>\n<p>&nbsp;<\/p>\n<p><em><span style=\"text-decoration: underline\">Sources<\/span><\/em><\/p>\n<ul>\n<li><a href=\"https:\/\/www.teslamotors.com\/\">Tesla company website<\/a><\/li>\n<li><a href=\"http:\/\/www.forbes.com\/sites\/greatspeculations\/2015\/09\/01\/teslas-business-model-highlights-what-the-shift-to-electric-means-for-the-auto-industry\/\">Forbes<\/a><\/li>\n<li><a href=\"https:\/\/hbr.org\/2013\/07\/at-last-teslas-new-business-mo\">性视界 Business Review<\/a><\/li>\n<li><a href=\"http:\/\/www.bloomberg.com\/news\/articles\/2015-08-27\/tesla-with-insane-mode-busts-curve-on-consumer-reports-ratings-idu1hfk0\">Bloomberg<\/a><\/li>\n<li><a href=\"http:\/\/www.consumerreports.org\/cro\/cars\/tesla-model-s-p85d-earns-top-road-test-score\">Consumer Reports<\/a><\/li>\n<li><a href=\"https:\/\/www.capgemini-consulting.com\/resource-file-access\/resource\/pdf\/tesla_motors.pdf\">Capgemini<\/a><\/li>\n<li><a href=\"http:\/\/www.investopedia.com\/articles\/active-trading\/072115\/what-makes-teslas-business-model-different.asp\">Investopedia<\/a><\/li>\n<li><a href=\"http:\/\/waitbutwhy.com\/2015\/06\/how-tesla-will-change-your-life.html\">Wait But Why<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>In the span of a few short years, Tesla has completely reconceptualized what it means to be a car company and forced every major auto manufacturer to adapt in response. Matt S&#8230;..I&#8217;m sorry in advance.<\/p>\n","protected":false},"author":1039,"featured_media":6760,"comment_status":"open","ping_status":"closed","template":"","categories":[128,578],"class_list":["post-6727","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry","category-tesla","category-tom-winner"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-rctom\/assignment\/the-tom-challenge-tom-winners-and-losers-assignment\/","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tesla: Redefining a Trillion Dollar Industry - Technology and Operations Management<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/tesla-redefining-a-trillion-dollar-industry\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tesla: Redefining a Trillion Dollar Industry - Technology and Operations Management\" \/>\n<meta property=\"og:description\" content=\"In the span of a few short years, Tesla has completely reconceptualized what it means to be a car company and forced every major auto manufacturer to adapt in response. 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