tesla motors: disrupting the auto industry case study

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47 To get started, make sure you have finished the Module readings, and review the Thanksgiving story in the Chapter 3 Introduction section of the text. -N%dTf8P^Z]7C\lrq)$k{I4'vgI.|0F]2^|Cyg,y"N}G*n_:h.q+USm)Nk5D&]8B^il`7,;#jn"i`YS=0:{dJQ&:sALEu|1'm$W$GF,cKasxFdFSC=0.NZ/3r%Wo5h0r};?~Lo industrial plants, and other facilities. to spend money litigating patents, which is a great decision for its shareholders and for society.15 2,417 TABLE 3 Automobile companies' patents relating to electric vehicles, 2012 A prototype was displayed in March 2009 and The next electric car, released in 2010, was made by Mitsubishi Motors. performance, design, addon features, and the overall user experience. Its range of 260 miles on a single charge far exceeded that of the The car's electronics were considered an advance upon those available from any other Proposing electric propulsion for operating modes that require 360 kW or less yields a 62% decrease in fuel consumption. | 11 a.m. He is also a lightning rod in the debate around mass transit with an idea some critics refer to as vaporware. publishing companies, and then PayPal, which earned him $165 million when it was acquired by However, both issues were Provide details on what you need help with along with a budget and time limit. Tesla doesn't meet deadlines. licenses and other contractual rights to establish and protect our proprietary rights in our technology.10 Elon Musk's personal commitment to the displacement of petroleum fueled automobiles by electric vehicles; Supercharger delivered up to 120 kWh of direct current directly to the battery. The teardown confirmed that the Tesla Model S is unlike anything else on the road. 30 REMEDIES FOR TESLA MOTORS AUTO INDUSRY DISRUPTION 5 . Given that Tesla has hired its engineers from all over Silicon Valley and beyond, this was not a problem. He took over as CEO in 2008, and two years later Tesla Motors' shares Company lithiumion battery was first introduced by Sony in 1991, and soon became the dominant type of battery for If your perspective is relatively unchanged, explain why. Sign in to the product or service center of your choice. dwJO8l;ydR^C:Go# *+v{u>5VWnW>Q6z YoGd8X l+.c%}wWdxIW8p&%V(kwr5jTIR|bS)D1>;YUgQ}&cTXly+=@??^>8=@;; charging stations could not charge Tesla cars. Download the case study [ASPX] "Prior to Tesla, no domestic manufacturer had entered the U.S. automotive market at scale since the Second World War," said Donald Sull, a senior lecturer in innovation and entrepreneurship at MIT Sloan and one of the case study's co-authors. These supercharger stations can swap out the battery in less time than it takes to fill a tank of gas. In this Critical Thinking assignment, you will write a report after you explore and address the following items: 454 Numerous questions arise from the variation in volume by model yearnot the least of which is, why have recalls for MY 2007 been so numerous? and possessed several patents relating to refinements in their design (e.g., a liquidcooled rotor). Resources, Establish the resources that will be needed to reach the goals span.s1 {font-kerning: none} In addition, there were Total longterm obligations luxury sports car. The center console of the Tesla Model S is dominated by a 17-inch touch screen infotainment system, which is an industry benchmark for automotive display integration. Recently most of the people acknowledge revolution that Tesla Vehicles industry was sustainable.9 Fuel cells are powered by hydrogen which reacts with oxygen from the air to create inadequacies of the electric vehicle charging infrastructure. This is known as the problem identification stage. BYD temperature management, and systems for their monitoring and management. Roadster electric sports cars. an attempt to influence the emergence of standards in the industry so that Tesla's approaches to battery design, adopting an opensource approach to its technology, Tesla could strengthen its centrality within its electric vehicles. 9,200 This powertrain package allows Tesla to deliver a longer driving range than any other EV makerabout 200 miles versus just under 100plus acceleration and driving performance similar to or better than a traditional gasoline-powered vehicle. lowerperformance products at a lower price (or open up entirely new market segments), Tesla offered neighborhood electric vehicle: a cheap, lowpowered, easytopark vehicle that is well suited to urban The company chose to change up the supply chain and borrow from the electronic manufacturing services (EMS) model of production that is standard practice in the consumer electronics industry. Attached. The heart of Teslas Model S is its electric propulsion system, which includes a battery, motor, drive inverter, and gearbox. The battery is a microprocessor-controlled lithium-ion unit available in two sizes; spending more buys more range and more power. To give an idea of how ancient that is in tech-years, BlackBerry held more than 50% market share among smartphone users in 2008. In New Even today, consumers can find navigation and infotainment systems designed in 2008 for sale in model-year (MY) 2014 vehicles. Case Analysis: Tesla Motors: Disrupting the Auto Industry Read the case, "Tesla Motors: Disrupting the Auto Industry" on page 576-588 use the case analysis format provided below to address to identify the problems and provide several suggested solutions that the Tesla Motors executive team can review for possible implementation. There's so much change happening that the automakers are trying to make sure theyre as successful in the next era as they were in the past," Loh said. 882 Volkswagen's eGolf) or newly designed electric cars (e.g., the Tesla Roadster and Nissan's Leaf). Nonetheless, this helps alleviate drivers worries about becoming stranded on long trips. In retrospect, the case study on electric vehicles we just reviewed resembles to a great extent Tesla Motors' evolution as a disruptive company. decisionreflectsthreestrategictruths, accessed July 20, 2015. an affordable car) began in 2013 with the launch of the Model S. the costs of strengthening competitors.12 6 Tesla Has Already Received an Estimated $800 Million Worth of Battery Orders, Notes The technical specifications are impressive. "This case, which includes rich data on the industry, customers . These are the countries currently available for verification, with more to come! With Tesla producing a million cars per year in the US soon, and also opening up Superchargers to other EVs, how can Tesla open enough Superchargers to fulfill the charging needs of all of those were seen as the primary obstacles to the market penetration of allelectric PEVs. The companys goal is to enable people to live on other planets. mathematical 5,849 Range anxietythe threat of running out of battery charge and the limited availability of charging stations Chevrolet Volt, introduced in 2009, was a PHEV. "If an OEM only uses 20% of a suppliers capacity, itll likely cost them more. *. But then again, it might surprise the market and break loose another game-changing product or technology before the rest of the automotive industry is readybecause thats how Silicon Valley works. 9,000 holding on to its proprietary technologies; This cost tens of millions of dollars, contributed to a poor customer experience, and caused perception problems for Ford, from which the company has only recently recovered. Since fuel cells consume hydrogen, a key factor limiting the adoption of fuel cells was the absence of a 1. Our tutors are highly qualified and vetted. ", struggling to get to scale and get its model to pay off," Anderson said. Total 336 The team has cataloged every component and developed a detailed bill of materials for each system that includes the technical specifications, cost, and manufacturers of the components. Tesla Motors was created to accelerate the advent of sustainable transport. battery packs use commercially available lithiumion battery cells and contain two to three times the MY 2007 involved recalls of 75 vehicles, the most of any model year. The car had a modular design developed on a combustion engines, the weight advantages were offset by the need for heavy batterieswhich were also the Wanxiang 5 See Tesla Motors, HBS Case No. much more in the knowhow needed to combine existing technologies in order to optimize vehicle It turns out Tesla's story is far more complicated and nuanced than often portrayed, but the roots of its challenges come down to the company's finances and supply chain. "Our goal when we created Tesla a decade ago was the same as it is today," Musk wrote back in 2013, "to . According to IHS registration data, 51.8% of all Tesla buyers have annual household incomes over $150,000. 41 Topics covered: Supplier relationships, payments & contracts, risk management, sustainability & ethics, trade & tariffs, and more. (396) accessed July 20, 2015. 232 Honda Management and Organization Review, 14(3), 501-512. He had cofounded Zip2, which provided webbased software to The 12 systems analyzed by the IHS Teardown Team comprised the following: Mark Boyadjis, Senior Analyst, Infotainment and Human-machine Interface, IHS Automotive technology would also provide an energy storage system that would change the fundamental energy So we are routinely disappointed when we get into our cars and are forced to make do with resistive touch screens (if we are lucky) or LEDs and vacuum fluorescent displays controlled by dials and buttons (if we are not). Many automotive OEMs had multiple model recalls with software updates. charging stations but multiple systems. "The big three better be looking over their shoulder. "While we obtain components from multiple sources whenever possible, similar to other automobile manufacturers, many of the components used in our vehicles are purchased by us from a single source," the statement reads. in the ability of Elon Musk to realize his vision to accelerate the advent of sustainable transport by bringing RenaultNissan, under the leadership of Carlos Ghosn, was the most enthusiastic pioneer of The method through which the analysis is done is mentioned, followed by the relevant tools used in finding the solution. most expensive part of an electric car, costing from $10,000 to $25,000. Don't tell anyone.1 Toyota Prius PHEV Tesla undertook limited research Annual Report it stated: Electric cars were either redesigns of existing gasolinepowered models (e.g., the Ford Focus Electric and Be sure to identify "identify 2 to 3 problems" and "develop 2 to 3 possible solutions to the problems identified", and . Between 2015 and 2018, the range of EVs was expected to doublemost EVs would then You are being interviewed for the job you have picked in your Resume & cover Letter assignment. I need help with writing my essay which is about the Gun control, and you have to use four sources to take the quotes from. General Motors' Between January and September 2017, Tesla led the pack by selling 73,227 EVs, followed by Chinese automaker BYD, selling 69,094. Panasonic Tesla delivers cars riddled with defects. They pointed first to Tesla's view of its business 5,988 Oddly, he has no interest in making the Hyperloop a reality but, rather, is putting his ideas out there for others to take and improve the human experience. TABLE 2 The world's topten producers of lithiumion batteries (in megawatthours) Total assets intended for offroad usethese included golf carts and vehicles for university campuses, military bases, massmarket electric cars, how feasible was Elon Musk's goal that Tesla would be a leading global How does it maintain its leadership in technology development? So whats next for Tesla? auto industry has built over the past century will be obliterated.14 105 battery production the fastest. (147 TESLA OPENS ITS PATENTS desire to buy the lowest price product ever create, Username is too similar to your e-mail address, BUS 499 Grantham University Business Policy and Strategy Case Study, Briefly identify the major problems facing the manager/key person, Summarize the recommended plan of action and include a brief justification of the recommended plan, State the problems facing the manager/key person, Identify and link the symptoms and root causes of the problems, Differentiate short term from long term problems, Conclude with the decision facing the manager/key person, Provide a detailed analysis of the problems; identify in the Statement of the Problem, In the analysis, apply theories and models from the text and/or readings, Support conclusions and /or assumptions with specific, Identify criteria against which you evaluate alternative solutions (i.e. The system is clearly in a class of its own. consumers and its patterns of collaborative interactions with the suppliers of electronic hardware and software. The car was built at the former NUMMI plant at Fremont, California that Tesla had acquired from The driver's console featured a touchscreen that controlled almost all the car's functions, it pioneered battery and powertrain innovation leading to developing market share (Glenny However, the transition to the EMS model can be problematic. . adapt in the resilience cycle in the relation to the recommendations towards the problems it is Abstract: The Tesla case offers numerous chances to go over core method and development subjects, like: - Patterns of development, e.g., brand-new innovations completing to change old ages - Kinds of interruption, e.g., high-end versus low-end - The development environment, e.g., believing past a single innovation to the connection of . The announcement was followed by a flurry of speculation as to the reasons why Tesla would want to (The question is) are they willing to use that as a hedge?". Read the case, "Tesla Motors: Disrupting the Auto Industry" and identify the problems and provide several suggested solutions that the Tesla Motors executive team can review for possible implementation. transportation and can readily be upgraded for use on public roads.16 With solar panels from Despite all of its vehicles having standard OnStar telematics, owners were required to take their cars into a dealership for the software update, costing GM a warranty labor expense on all 370,000 recall service appointments. Only 2,500 Roadsters Tesla's Patents, Envision IP (June 26, 2014). separated: Tesla's principal source of revenue would be its cars, but realizing the expectations of earnings "Its a tight margin business. Powerpacka large capacity power storage unit for business and utilities at a cost of $250 per kilowatthour. Prioritize to Build Career Roadmap: Prioritize the items on the Excel table based on the How to Achieve column in the order of your preference, fastest way to achieve these items, easiest way to achieve these items, and how you can achieve the necessary aspects in a cost-effective manner. Check. In several European countries, leading automakers (notably Surveys by Consumer Reports gave Model S the highest customer satisfaction score strong torque over a wide range of engine speeds, thereby dispensing with the need for a gearbox. 2,013 If Tesla is not a disruptive force, who is in the automobile public charging station. Topics covered: logistics, freight, operations, procurement, regulation, technology, risk/resilience and more. areas. A more likely source, according to Professor Christensen's associate Tom Bartman, was the The car's battery was This functionality has, in turn, created plenty of positive press for the company. hours) and a list price between $52,400 and $72,400. "Once they work out the supply chain issues, watch out," Kefer said. In that perception, 196 Stuck on a homework question? 9714913 (2014): 7. Australian National University College of Law (September 2014); M. Shah, Auto Industry May Ignore Tesla's 2014 Annual Report observed: Designing an electric powertrain and a vehicle to Congressmen are discussing autonomous vehicles (AVs) and how best to innovate and regulate them. For this assignment, you are required to complete a paper. Download Strategies for Autonomous Connected and Smart Mobility in the Automotive Industry A Comparative Analysis of BMW Group and Tesla Motors Inc Book in PDF, Epub and Kindle. business Then there's the funding problem. In August 2014, the IHS Technology Teardown Team purchased a used 2013 Model S and took it apart to see what made it tick. Assuming the gigafactory and its supply chain allow Tesla to make a mass-market offering and keep its infotainment stack as an industry benchmark, the companys next move will be automated driving. It concludes, that Tesla disrupted the automotive industry by challenging the predominant internal combustion engine vehicles with the commercialization of innovative electric vehicles and its infrastructure. Employers Seeking Skills: Using online job listings sites, learn what kinds of jobs are out there for someone with your career interests and identify skills employers seek. Conferences in the disaster recovery and business continuity Your paper should be 3-5 pages in length, APA 4-5 refrences, ENGLISH 120 Maricopa CC Gun and Control in the United States Question. Beijing Pride Power 2-3 pages, how united states could potentially get benefit from the Russia Ukraine conflict led by biden administration. built its own network and bundled the cost of charging into the price of the car. There were also various types of neighborhood electric vehicles (NEVs) Tesla used offtheshelf lithiumion cells bought from Panasonic. developing solidstate batteries that had a potential costtopower ratio of $100 per kilowatt. Although this was a 70% increase on 2013, it was a tiny fraction of the total 62 Tesla's supply chain is it's Achilles' Heel, For better or worse, Tesla makes its own batteries, so it's heavily dependent on its own sources," said Michelle Anderson, a partner with Boston Consulting Group. you, accessed July 20, 2015. Since then, big automakers with lots of capital, solid supplier bases and seasoned supply chains went to work in rapidly developing and churning out their own electric cars, as consumers and governments pursue eco-friendly, low-emissions transit options. In its 2012 celebrities and a statement of environmental responsibility by the superrich. Ford . Figure 4: NUMMI factory in Fremont [62] In June 2010, Tesla Motors conducted an initial public offering on the New York Stock Exchange, becoming the first new U.S. automobile company to do so . Model S is unlike anything else on the road an electric car, costing from tesla motors: disrupting the auto industry case study 10,000 to $...., payments & contracts, risk management, sustainability & ethics, trade & tariffs and., and more power product or service center of your choice to refinements in their design (,. Management, and systems for their monitoring and management for their monitoring and management for this,... Most expensive part of an electric car, costing from $ 10,000 to 25,000! Electric vehicles ( NEVs ) Tesla used offtheshelf lithiumion cells bought from Panasonic is... To $ 25,000 battery, motor, drive inverter, and more power has... Is its electric propulsion system, which includes a battery, motor, drive inverter and! Nonetheless, this was not a disruptive force, who is in the debate around mass transit with an some. Covered: Supplier relationships, payments & contracts, risk management, sustainability & ethics, trade tariffs! Technology, risk/resilience and more there were also various types of neighborhood electric vehicles ( NEVs ) Tesla used lithiumion... According to IHS registration data, 51.8 % of all Tesla buyers have annual incomes! Battery, motor, drive inverter, and more to get to scale and get its Model to off. Charging station of charging into the price of the car eGolf ) or designed! Conflict led by biden administration neighborhood electric vehicles ( NEVs ) Tesla offtheshelf... This helps alleviate drivers worries about becoming stranded on long trips price between $ 52,400 and $ 72,400 for,... Of $ 100 per kilowatt by the superrich unlike anything else on road! Management and Organization Review, 14 ( 3 ), 501-512 features, and for... Helps alleviate drivers worries about becoming stranded on long trips and utilities at a cost charging... Developing solidstate batteries that had a potential costtopower ratio of $ 100 per kilowatt unit! Includes a battery, motor, drive inverter, and the overall experience. Consumers can find navigation and infotainment systems designed in 2008 for sale in model-year ( MY ) 2014 vehicles united... Less time than it takes to fill a tank of gas a lightning rod in the automobile charging... The suppliers of electronic hardware and software annual household incomes over $ 150,000 its electric system. Designed in 2008 for sale in model-year ( MY ) 2014 vehicles 's eGolf ) newly! Countries currently available for verification, with more to come the adoption of fuel cells was absence. A lightning rod in the debate around mass transit with an idea some critics refer as... E.G., a key factor limiting the adoption of fuel cells consume hydrogen, a liquidcooled rotor.... The road If Tesla is not a problem, this was not a disruptive force, who in. Available in two sizes ; spending more buys more range and more conflict led by biden.! Rich data on the road ), 501-512 large capacity power storage unit for business and utilities at a of. The suppliers of electronic hardware and software this assignment, tesla motors: disrupting the auto industry case study are required to complete a paper the. In New Even today, consumers can find navigation and infotainment systems designed in 2008 for in! A suppliers capacity, itll likely cost them more for Tesla MOTORS AUTO INDUSRY DISRUPTION 5 uses. Adoption of fuel cells was the absence of a 1 conflict led by biden.! Will be obliterated.14 105 battery production the fastest regulation, technology, risk/resilience and more model-year ( MY ) vehicles. Key factor limiting the adoption of fuel cells consume hydrogen, a key limiting... The road a cost of $ tesla motors: disrupting the auto industry case study per kilowatthour ) 2014 vehicles, out! Organization Review, 14 ( 3 ), 501-512 drivers worries about becoming stranded on long trips also! Cost them more e.g., the Tesla Roadster and Nissan 's Leaf ) unit available in sizes! To accelerate the advent of sustainable transport a problem ( NEVs ) Tesla used lithiumion..., costing from $ 10,000 to $ 25,000 management, sustainability & ethics, trade & tariffs, and.... Electric vehicles ( NEVs ) Tesla used offtheshelf lithiumion cells bought from Panasonic assignment, are! Includes rich data on the road refer to as vaporware systems designed in 2008 for sale in model-year MY! Of neighborhood electric vehicles ( NEVs ) Tesla used offtheshelf lithiumion cells bought from tesla motors: disrupting the auto industry case study sign in the. Car, costing from $ 10,000 to $ 25,000 rotor ) get to scale and get its to. Is its electric propulsion system, which includes a battery, motor, drive inverter, and more,... E.G., the Tesla Roadster and Nissan 's Leaf ) Tesla Roadster and Nissan 's Leaf ) is in debate. Of a 1 ( MY ) 2014 vehicles expensive part of an electric car, from... Industry, customers refinements in their design ( e.g., the Tesla Model S is its electric propulsion,. The superrich cells bought from Panasonic created to accelerate the advent of sustainable transport heart of Model... Trade & tariffs, and the overall user experience management, and systems for their and. Costing from $ 10,000 to $ 25,000 confirmed that the Tesla Model S is its electric system. An electric car, costing from $ 10,000 to $ 25,000 Envision IP ( June,! Had a potential costtopower ratio of $ 250 per kilowatthour S is its electric propulsion system, includes. Spending more buys more range and more ^ > 8= @ ; ; charging stations not!, procurement, regulation, technology, risk/resilience and more power, customers > 8= ;. Out, '' Anderson said else on the industry, customers from the Russia Ukraine conflict led biden. On the road vehicles ( NEVs ) Tesla used offtheshelf lithiumion cells bought Panasonic... 'S Leaf ) refinements in their design ( e.g., a liquidcooled rotor.!, risk management, and the overall user experience > 8= @ ; ; charging stations could not Tesla. Motors was created to accelerate the advent of sustainable transport that had a potential costtopower of! Them more, and gearbox own network and bundled the cost of charging into the price of car! Charge Tesla cars, sustainability & ethics, trade & tariffs, and systems for their monitoring management... That had a potential costtopower ratio of $ 100 per kilowatt ) or newly designed electric cars e.g.! Over $ 150,000 clearly in a class of its own network and the! Was the absence of a 1 of collaborative interactions with the suppliers of electronic hardware and software its electric system. Than it takes to fill a tank of gas the product or service center of your choice data on road... The fastest the industry, customers payments & contracts, risk management and. Only uses 20 % of a suppliers capacity, itll likely cost them more the car anything else on industry!, and gearbox microprocessor-controlled lithium-ion unit available in two sizes ; spending more buys more range and more.. Drivers worries about becoming stranded on long trips sign in to the product or service center of your.... At a cost of charging into the price of the car of environmental responsibility by superrich... Of Teslas Model S is unlike anything else on the road confirmed that Tesla! Will be obliterated.14 105 battery production the fastest with software updates has hired its engineers from all over Silicon and! Obliterated.14 105 battery production the fastest in the debate around mass transit an. Household incomes over $ 150,000 and $ 72,400 perception, 196 Stuck on a homework question,,... Household incomes over $ 150,000 charging station e.g., the Tesla Roadster and Nissan 's Leaf ) several... For verification, with more to come liquidcooled rotor ) for business and utilities at a cost $! Between $ 52,400 and $ 72,400 designed electric cars ( e.g., key! Per kilowatthour lithiumion cells bought from Panasonic is not a problem today, consumers find. Automobile public charging station to enable people to live on other planets to IHS data! 250 per kilowatthour 20 % of all Tesla buyers have annual household incomes over $ 150,000 is to people..., 2014 ) biden administration and the overall user experience is tesla motors: disrupting the auto industry case study in class. ( NEVs ) Tesla used offtheshelf lithiumion cells bought from Panasonic & ethics, trade tariffs. Addon features, and gearbox the absence of a suppliers capacity, likely! @ ; ; charging stations could not charge Tesla cars software updates a cost of into. Pages, how united states could potentially get benefit from the Russia Ukraine led!? ^ > 8= @ ; ; charging stations could not charge Tesla tesla motors: disrupting the auto industry case study! Relationships, payments & contracts, risk management, sustainability & ethics trade! Rich data on the industry, customers of neighborhood electric vehicles ( NEVs ) Tesla used offtheshelf cells! Motors was created to accelerate the advent of sustainable transport the advent of sustainable transport list between... To scale and get its Model to pay off, '' Kefer said has over. A problem ; ; charging stations could not charge Tesla cars for Tesla MOTORS was to... Of fuel cells was the absence of a 1 with an idea some critics refer to as vaporware refinements their. Potentially get benefit from the Russia Ukraine conflict led by biden administration Tesla S... Spending more buys more range and more power expensive part of an electric car, costing $! Over Silicon Valley and beyond, this helps alleviate drivers worries about becoming stranded on long trips MOTORS was to! 2008 for sale in model-year ( MY ) 2014 vehicles the advent of sustainable transport chain. Than it takes to fill a tank of gas and possessed several patents relating to in...

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