Application of Strategic Analysis Tool on Tesla Tesla was founded in 2003 with the goal of commercialising electric vehicles, starting with luxury sports cars and then moving on to affordable, mass market vehicles. In 2008, Tesla began selling its Roadster. Its first breakthrough was in 2012 when it launched the Model S. Tesla's first "affordable" car, the Model 3, was announced in 2015 and produced in 2017.Prior to Tesla, the market for electric vehicles was relatively insignificant and was served by utilitarian and unremarkable models. Tesla was the first car manufacturer to view the market for electric vehicles differently: Tesla saw a significant opportunity by focusing on performance and the high end of the market. In 2008, Musk became the company's CEO and product architect, positions he still holds as of March 2022. That same year, Tesla released its first automobile, the Roadster sports car. "It is not just a car, but one of the strongest automotive statements on the road". Tesla, as part of its secret to success, continues to focus on creating electric cars and making electric vehicle (EV) Page 2 of 2 Case study assignment: MAC007 A Strategic Management Accounting powertrain systems and components. As of 2021