Tesla Motors is the pioneer company in the manufacture of electric cars. The result is a mix

of marketing and advertising strategies that have made a difference. This enabled Tesla, a

company founded in 2003, to have more brand engagement than established brands like

Mercedes Benz, Toyota, and Audi.

Established car brands have started to show more interest in electric vehicles. Global

awareness of climate change is forcing companies to seek alternatives to traditional fuels.

In this category of automobiles, Tesla cars have become the most desired, and is an ideal

luxury product aspiration.

The potential interest of the consumers lies in the fact that the brand has been able to sell

itself as a fashionable product in an emerging market. The brand has been associated with a

series of very positive values that have made it the object of desire of many consumers. The

Tesla products/electric cars/cars do not stand out for being electric vehicles, they stand out

for being Tesla.

To provide the same benefits to its customers as its more established competitors, Tesla

Motors provides instalment payments, a generous warranty on parts and services, and after

sales maintenance services.

(a) Explain and applyfivecharacteristics of the marketing concept for the

marketing activities of Tesla Motors.

(b) Describe the three levels of a product. Apply the three levels to the Tesla electric car.

(c) Determine which level of the Tesla product is the most important in its marketing

efforts.