Tesla Motors Case Study

Its a market research project

TABLE OF CONTENTS

EXECUTIVE SUMMARY

COMPANY OVERVIEW

History.......................................................................................................... 3

Strategic Partnerships......................................................................................... 3

Management................................................................................................... 4

Manufacturing Infrastructure................................................................................ 4

INDUSTRY ANALYSIS

Plug-in EV Market ...........................................................................................4

ACCOUNTING AND FINANCE

Accounting Practices and Reporting...................................................................... 5

Capital Structure.............................................................................................6

Financial Performance...................................................................................... 6

Financial Disclosures........................................................................................ 6

Financial Health .............................................................................................7

MARKETING

Competitive Analysis and Positions..................................................................... 8

Target Market............................................................................................... 8

Product ......................................................................................................9

Promotion.................................................................................................... 9

Price........................................................................................................ 10

Distribution Channels.................................................................................... 10

Service and Repair ........................................................................................11

APPENDICES

SWOT Analysis.......................................................................................... 13

Tesla Company History................................................................................. 15

Strategic Partnerships ...................................................................................17

Tesla Executive Team ..................................................................................18

Manufacturing Infrastructure ..........................................................................21

SWOT Analysis of Model S Manufacturing Model ................................................22

Industry analysis ........................................................................................23

Market Penetration Forecasts......................................................................... 24

The EV and PHEV Market............................................................................ 25

Historic Income Statement Information............................................................. 26

Comparable Companies Used in Financial Analysis.............................................. 31

Ratio Analysis.......................................................................................... 32

Future Contractual Obligations...................................................................... 35

Capital Structure Summary........................................................................... 37

Cost of Capital Calculations ..........................................................................39

Financial Statement Forecasts ........................................................................43

EXECUTIVE SUMMARY

Tesla Motors (Tesla) develops, manufactures, and sells fully electric high-performance vehicles (EVs) as well as electric powertrains. The company's primary sources of revenue have been sales of the Telsa Roadster and the electric powertrain development services it provides to other automobile manufacturers.

Tesla had its initial public offering (IPO) on July 2, 2010 and is now traded on the NASDAQ Exchange as TSLA. The company is developing a new vehicle, the Model S, which will go into production in mid-2012.

COMPANY OVERVIEW

History. Tesla was founded in 20031 with the idea that the same lithium-ion technology used in laptops could be used to create a fully electric vehicle that is not only eco-friendly but also attractive and fun to drive. The company began raising venture capital in the spring of 2004 and by the end of that year had designed its first vehicle.2 Tesla produced the first Roadster in 2008 and has sold approximately 1,350 of these vehicles as of September 30, 2010.3 In January 2010, Tesla secured a long-term Department of Energy(DOE) Loan Facility to finance development of EVs, powertrains, and manufacturing facilities. The DOE loan facility, along with cash generated from the IPO has allowed for the continuing development of the Model S, the purchase and retooling of a manufacturing facility in Fremont, CA, and the expansion of the powertrain facility in Palo Alto, CA.4 (Appendix B)

Strategic Partnerships. In March 2008 Tesla

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