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August 25, 2017

Tesla: Innovation on Wheels

Written By Nikki McCaig
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The new Tesla Model 3 has a spectacular repertoire of positive reviews and a multi year waiting list. We investigate why Tesla is innovation on wheels and how the digital sector can learn from CEO and innovator, Elon Musk.

What makes the Model 3 so special?

Enhanced Autopilot, efficiency, seamless UI, all in a car that helps us save the environment – the features of this vehicle give us an insight into the future.

What sets Tesla apart is its edge of innovation. Intuitive user experience, sleek design and revolutionary features sum up the new Model 3. As thousands of people wait restlessly to get their hands on the new Tesla, we take a look at how far the initial cost of $35,000 will take you.

The initial Standard Package includes features such as Wi-Fi,  keyless entry, voice-activated controls, onboard maps and navigation and LTE connectivity. An additional $5,000 grants all customers access to the Enhanced Autoplot feature. Meaning that one day their car will be able to match its speed to traffic conditions, change lanes automatically, join and exit motorways and most excitingly, park itself.

So, it is out with the internal combustion engine and in with computers on wheels.

What’s the damage?

Yet, the damage to your wallet could be significant depending on which features you select. The Standard Package doesn’t cover LED fog lamps or two rear USB ports, though such features are traditionally included in the price of an electric vehicle. However, Tesla is no traditional vehicle.

Tesla might make a damage to your wallet, but does no damage to the environment. It produces zero CO2 emissions and its lithium-ion batteries are completely recyclable. What’s more, every purchase of the more expensive Model S and X, make the production of Model 3 possible. Meaning that the benefits of an extravagant purchase trickle down to other potential customers, ultimately resulting in more consumers taking on environmental responsibility.

It seems that Tesla’s cult-like following is prepared to bear the hidden costs of the Model 3.

But what can we learn from Tesla?

#1 Solve a real problem

This is the core reason why Tesla consistently receives more orders than it can build. The Model 3 is not a difficult product to market, because it fulfils a real purpose by addressing the painpoints of its customers. Tesla has a zero advertising budget because the product needs no introduction. Electric cars are the future of sustainable transportation and their market is the entire human race. So, the value that Tesla provides is self-evident, making the communication of that value take care of itself.

#2 Tell a story:

It also helps that the Tesla has a memorably story. Elon Musk’s unshakeable confidence and conviction translates instantly, making owning an electric car a goal that we all want to fulfil one day.

#3 Be a master of positioning

Something Tesla is known for. The company completely reimagined the physical space where vehicles are sold. Moving away from the traditional car dealership, Tesla have placed their product right in the way of potential customers by establishing retail spaces in shopping centres. Its location means that thousands of people headed to the cinema or a restaurant, can stop and interact with their product.

With Tesla’s focus on the user experience, environmental responsibility ends up being just another positive side effect of purchasing an otherwise desirable car. The Model 3 and what it stands for is the embodiment of innovation.

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