Tesla how to use brand power to subvert Silicon Valley auto industry

As early as a year ago, several of America's new tech blogs said that in the sleepy Silicon Valley hardware, it turned out to be a match for jobs, but unlike Jobs's subversion of the mobile phone industry, the man named Elon Musk wanted to subvert the auto industry. In recent days, by Tesla in the Nasdaq, the impact of a share of Tesla-related stocks rose, and Tesla into the Chinese process smoothly, have to say that the colorful electric car is becoming the market's most optimistic about a technology product. 2003 Elon Musk met the original Tesla team, cast 6.3 million dollars to become Tesla chairman. After several twists and turns in the development of the first Tesla Roadster, until February 2008, Tesla successfully delivered the first Tesla roadster,2008 year October, the Ferrari and Porsche electric luxury sports car, and finally delivered the first orders, The 7 owners of the first orders included Google (Weibo) co-founder Larry Page, Sergey (Sergey Brin), ebay Jeff Scoll (Jeff Skoll), and Tesla's original founder. This luxurious list of buyers, coupled with Tesla Roadster's cool appearance and sophisticated technology, has made Elon's vision of an electric car empire a spectacular landing in front of people, starting to subvert the auto industry step by stage. The world's 2,500 Tesla Roadster are sold out. Tesla: An environmentally-friendly, elite and technologically-powered electric car Tesla, like Apple, has created a new industry with solid technology and beautiful design. Can observe in the design, Tesla roadster is not inferior to a super luxurious sports car, in the performance, Tesla spent 5 years to conquer the battery endurance and the gearbox question, according to the US Environmental Protection Agency independent analysis, Tesla roadster each single charge may drive 393 kilometers, 0 to 60 miles (about 0 to 97 km) acceleration time is only 3.7 seconds, roadster per kilometer power consumption of 0.135 degrees (kwh), the efficiency of up to 92%. Not only that, Elon gave the two green electric car supercar another selling point, that is the concept of a mobile computer, this concept not only in line with all the computer (modifiable is computer) in the forefront of things such a network of thinking, The huge computer screen replaces the traditional vehicle's operating instrument, and also provides car owners with a sense of technology. For such a product with the concept of quality, only a moving story and a deep image, almost malicious to achieve the business of subversion. Tesla Roadster is now selling more than 2,500 vehicles worldwide, which cost 110,000 dollars, butCost as much as 120,000 dollars, although Tesla Roadster did not give Tesla a lot of real income, but more than 2,500 luxury Tesla Roadster attracted the world's top elite people rob. First purchase, by virtue of environmental protection, smart and cool brand image has become the most attention in recent years the car. Tesla internal said, Tesla Roadster at least until 4 years later will be put into production, the current model has been unable to buy in the market. Build a more solid business base China, as Elon Musk himself said, will become the second largest consumer market after the US Tesla. So what does Tesla need to do to get into the Chinese market? Tesla's main foray into China was Moto's model, which was marketed in 2012, with the rear door using avant-garde eagle-wing styling and powered motor-driven, with a 0-96 km/h acceleration time of 5 seconds. This full-size All-electric SUV will be produced this year. Its competitor is the BMW 5 series. Elon Musk personally put Moto S in the 734,000 personal currency, the exchange rate directly according to the 6.05来 calculation, to know that Apple is based on the exchange rate of about 7 to avoid losses due to exchange rate fluctuations. Visible Elon is very optimistic about the Chinese market. Unlike the roadster of the American market with dreamy Tesla, Tesla chose a more practical route in China. Tesla China's team told Tencent technology that in China it will focus on the financial and technological sectors of the user class, and the brand will be more focused on highlighting the concepts of youth and limitless possibilities. It would be a great success for Tesla to open up the Chinese market, but before that, Tesla needed to build a convincing enough brand image in China. In addition to the brand image, it can be seen that, because Tesla in China's user positioning is not in the super rich class, more should be in the middle class and high-income financial and scientific and technological workers, therefore, Moto s practicality is more critical. Charging and maintenance issues will be critical.