Mini case study Tesla
How Tesla developed through the years to the fastest growing manufacturer for electric vehicles
Organization: Tesla Motors
Author: Maurice Stam
Course: (Virtual) Organizations in a Dynamic Context 2014/2015
Keywords: mini case study
Tesla Motors as most innovative electric car manufacturer in the world focused at its beginning years at the high-end of the market by selling their Tesla Roadster electric sports car. As the financial crisis struck in 2008, Tesla could not attract new investments to get the production of the Roadster going. Elon Musk as new C.E.O. of Tesla in 2008 invested a substantial part of his own capital into Tesla and announced to manufacture a new saloon model, the Tesla Model S, as from 2011 to attract a more mass-market target group. Tesla Motors is a pioneer in innovation of battery and powertrain technology with an ever-increasing market share, as technology comes available to other car manufacturers and the new mass-market model, Tesla Model X, will soon be available. This mini case paper will address how the company Tesla Motors fits the adaptive cycle of resilience, by showing its relation to every phase of the cycle.