Volkswagenthe world's largest automaker with its VW, Audi, Bentley, Porsche, and Lamborghini brandsby itself plans to launch 50 EV models and achieve annual EV sales of three million units by 2025. However, despite potential bumps in the road, Tesla continues its journey from upstart nicher to full mass-market brand. It is further diversifying its vehicle portfolio with self-driving EV semi-trucks and a new Roadster slated for 2020one that promises to shatter more records for speed, acceleration, range, and coolness. Simulated Business Scenario Since Tesla started selling automobiles, Zachary, Tesla's CMO (Chief Marketing Officer) has guided the brand to go further and faster than any other vehicle startup in history. He has created the image that Tesla is to cars what Apple has long been to consumer electronics, with the same kind of innovative leadership and cult brand following. Question How can Zachary continue to maintain Tesla's current and wannabe customers remain unwavering in their enthusiasm for the brand What can Zachary do to hold off rival brands who are competing with Tesla in the electric car market