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Tesla Brand Audit

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Brand Audit of TESLA Motor’s

Owner
The owner and director of Tesla Motor’s is Elon Musk, a South African born Canadian American, Inventor, Business magnate and global investor. (Johnston, 2014)
His initial rise to Global success was due to his company PayPal which generated huge revenue providing secure monetary transactions online. PayPal was sold to eBay for 1.5 billion dollars in the year 2000. (Bellis, 2014)

History
Tesla Motor’s was started in 2003 by American entrepreneurs Martin Eberhard and Marc Tarpenning, The name Tesla giving reference to the great electronic Inventor Nikola Tesla. The company was founded in the Silicon Valley, California.
In 2004 Elon musk became the chief financial officer after contributing more than 30 million to the new Project aiming to develop the first electric sports car. (Schreiber, 2014)
By 2007 Eberhard moved to join the advisory board of Tesla and Elon Musk took over as the CEO.
It was not until 2008 until Tesla released its first car called the “Roadster” the first completely electric car. This car was able to achieve up to 245 miles (394 km) on a single battery charge. This was a huge land mark for the electric car’s feasibility in such a competitive and stagnant Automotive Market. With an acceleration of 0-60 miles (94km) in less than 4 seconds and a top speed of 125 miles (200km) this car proved to be competitive in the sports car category. (Schreiber, 2014)
Products and Service
Currently in 2014 the only tesla car for sale is the Model S and the Roadster.
The zero emission car which costs varies depending upon the Battery size and performance of the engine. The Model S 60kWh is the bench mark of the Model S range costing $101, 408 in NSW. The Model S 85Kwh which costs $117,788 in NSW and the Model S 85kWh Performance costing $140,310 in NSW. (Simpson, 2014)
Tesla is also currently offering free charging to

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