There are many success stories in the automotive market, but none like the one Tesla has had in the two decades it has been on the market, leading the electric vehicle industry with a clear focus on renewable energy.
Next, let's look at the key ingredients that make up Tesla's winning marketing strategy . These can be used as a reference by automotive brands in Spain for their upcoming marketing campaigns.
What is Tesla?
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Led by South African rwanda business email list businessman and tycoon Elon Musk, Tesla Motors is an American electric vehicle manufacturer. Founded in 2003, it is named after Serbian-American mechanical engineer and inventor Nikola Tesla.
From the very beginning, its premise was very clear: to manufacture cars that run solely on electric energy, with the greatest autonomy on the market . And it was precisely in 2006, with the launch of the Tesla Roadser model, that its popularity experienced an unstoppable rise until today.
As part of its eco-friendly approach , this company has a significant stake in the solar panel and roof production industries, through its subsidiary SolarCity, as well as in the manufacture of batteries for domestic use.
What is Tesla's marketing strategy?
The visibility of this automotive giant at a global level is undeniable and this is mainly due to the following pillars that support its acclaimed marketing strategy:
Environmental sustainability: This is the key focus of the campaign . The American company has declared its firm intention to accelerate the transition towards a world dominated by electric vehicles that do not require fossil fuels to take you from one place to another.
To achieve this goal, Tesla uses strategies such as replacing polluting manufacturing parts with others that reduce CO2e emissions, preparing its staff for a sustainable future and a strong commitment to reducing its environmental footprint compared to its competitors.
Differentiation as an automotive brand: A great success of Tesla's strategy has been to focus on the youth market, since it is precisely the new demographic cohorts that are most concerned about the climate change that the planet is currently experiencing.
Another differentiating factor in relation to its competition is the irreverent personality of its current CEO Elon Musk on social networks; because in a world where distractions abound, the attention of our followers is the key to generating new prospects.
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Safety first: Thinking about preserving the physical integrity of drivers , passengers and pedestrians, Tesla boasts numerous safety elements integrated into its fleet of vehicles.
These include a cutting-edge, fully electric architecture, a low risk of tipping over due to the weight and location of the battery, a patented construction with high impact protection and the inclusion of an automatic emergency brake.
Cutting-edge technology for the most demanding: Technology is another of Tesla's great assets when it comes to marketing its products as the ultimate solution for the most demanding consumers.
And new features such as automatic driving , the great autonomy of its most popular models, climate control for seats and windshield wipers with different speeds, only serve to remind us that the “future” is already among us.
And to win the hearts of the entire family, their vehicles incorporate various multimedia entertainment functions, including streaming services, games and on-board Wi-Fi connectivity, providing a unique and unrepeatable travel experience.
What impact has Tesla's strategy had on the world?
The legacy that Tesla has left in the industry is indisputable, as other brands have been forced to improve their efforts in terms of environmental awareness, seeking the much-desired competitive advantage over their competitors.
The company has also reinvented traditional car manufacturing methods, making them much simpler and cheaper, demonstrating with facts how independence from fossil fuels is possible in different markets around the world.
In this sense, this simplicity and low production costs allow Tesla to offer its customers free – and for life – part updates for the correct functionality of their vehicles.
Finally, the future of the automotive sector looks promising, as the race to manufacture low-cost vehicle batteries is advancing by leaps and bounds. This will inevitably democratize the prices of this type of automobile in the coming years.
