• Compare the market success (or lack thereof) relative to its competitors. For example, Tesla, Lightyear, Sono Motors,Stellantis. This comparison is interesting at the overall level, as well as some in some normalized way that accounts for the relative size of the competitors. In retail, this could be sales per store, sales per square foot of retail space. Other industries have their own preferred metrics for normalized performance. For instance, airlines measure the Cost and Revenue per Available Seat Mile (CASM and RASM respectively) as a way to compare performance among competitors of different sizes.
• How is your company's relative performance changing? Is it improving or are its competitors catching-up or getting further ahead?