Tesla’s vision is to be the global leader in providing forecasting solutions in the energy industry. Their products
show the most likely direction for technological advancements in the energy sector will take. For example, their
fully electric vehicles are significantly advanced compared to anything existing in the market before. At Tesla,
they believe that Carbon emission is responsible for environmental pollution and destruction. Therefore, their
vehicles are fully electrical to eliminate Carbon emission (Tesla, 2019). Their vehicles are the first to promise
the possibility of the world transitioning to a zero Carbon emission transport industry. Besides, being the first to
develop a viable solution to Carbon emission, their vehicles are also considerably more energy-efficient than
anything their competitors have to offer. The company is still working towards improved efficiency, and this is a
positive indicator of the future of energy and electronic devices.
Tesla also gains competitive advantage and stewardship for the future of the energy industry because of the
quality of their batteries. Unlike anything else offered in the market, their batteries have a longer life span than
the vehicles. Tesla estimates their vehicles to have a lifespan of 130,000 to 200,000 miles, at which point their
batteries have proven to undertake only 10% of degradation (Tesla, 2019). As apparent, their batteries can be
recycled, which is not only pocket friendly to the consumers but also conservative to the environment. Batteries
pollute landfills all over the world, polluting the environment with poisonous toxins. However, when it comes to
the Tesla batteries, they are entirely recyclable, and this benefits the environment.
Aside from being ahead of the curve in the electrical industry, Tesla also prides itself as a software company,
the results of which are apparent in their autopilot safety features (Tesla, 2019). Modern-day fuel vehicles have
embraced automation to control vehicles and reduce the risks of vehicles getting into accidents. In order to
remain competitive, Tesla has developed its own autopilot safety features in the electric vehicles. As a result,
the electric vehicles are able to compete on the same level as non-electric vehicles.
To understand Tesla’s brand, it is crucial to consider their vision as well as factors that motivate their operation.
Their vision is to be a global leader in the development of technology for the future. When it comes to their
motivation, it is evident that Tesla is driven by the desire for technology that is not detrimental to the
environment. Their environment agendas are evident from their emission of zero Carbon; to their reliance on
renewable energy. Tesla is also a proponent of recycling as it is dedicated to the development of superior
quality batteries that can be recycled when the vehicles they run are no longer operable. Pollution kills, and at
Tesla, it is a priority to minimize global pollution through the development of energy-friendly transport options
(Tesla, 2020).
When it comes to the values that regulate business at Tesla, one of their core beliefs is to always do their best
(Tesla, 2020). As the company is prioritized towards premium quality goods and services, they do all that is
within their capability to ensure clients get the best their money can afford them. Another value that controls
Tesla’s operations is the strive for accuracy in forecasting future technology. Definitely, predicting the trends
that the energy sector will take in the future is a challenging endeavor, and this is the reason Tesla strives for
excellence in their predictions even though accuracy cannot be guaranteed. The company also prioritizes
respect for all stakeholders involved in their operations. By ensuring that everyone around it is happy, then they
are more likely to achieve business success. Aside from respect for people, Tesla also emphasizes respect for
the environment (Tesla, 2020). Humans strain the environment, and if no solutions are developed, future
generations may have to suffer for the avoidable carelessness of the present generation.
Positioning Statement
The analysis of Tesla makes it possible to formulate a positioning statement that resonates with their vision,
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values, brand, and uniqueness in the energy sector. Evidently, Tesla is a brand that focuses on superior
technology for the future. The company is driven by a desire for a clean and conducive environment in the
future, which can be achieved through revolutionary technology in the present-day. The company’s
determination to achieve the best results also ensures that its products are of premium quality. Therefore, a
suitable positioning statement for the company would go as follows: ‘Tesla, the powerful, premium clean energy
vehicles and technologies for the future.’
References
Tesla. (2019). Impact Report. Tesla. https://www.tesla.com/impact-report/2019.
Tesla. (2020). About Tesla | Tesla. https://www.teslaforecast.com/about-tesla/.