Case | HBS Case Collection | August 2013 (Revised December 2015)

Tesla Motors

by Eric Van den Steen


In mid-2013, Tesla Motors was riding a wave of success: It had launched its first really mass-produced car—the model S—to rave reviews; had recently raised first-year production targets; and had started taking orders for its next car, the Model X. Tesla seemed to be on its way to defying the skeptics and becoming the first US company to enter the car industry with a mass-produced car since WWII and the first to successfully launch a fully electric car. Or was it not?

Keywords: Barriers to entry; economic analysis; Learning Curve; Economies of Scale; competitive advantage; innovation; Market entry; sustainable competitive advantage; vision; strategy and leadership; Strategy; Competitive Strategy; Market Entry and Exit; Technological Innovation; Values and Beliefs; Leadership; Learning; Economics; Auto Industry;


Van den Steen, Eric. "Tesla Motors." Harvard Business School Case 714-413, August 2013. (Revised December 2015.)