Publications
Publications
- January 2024 (Revised March 2024)
- HBS Case Collection
Tesla Motors in 2024--Turbulence Ahead?
By: Felix Oberholzer-Gee and Kate Stoppiello
Abstract
Over its 20 years in existence, Tesla had become nearly synonymous with electric vehicles, and the company assumed an enviable market position. By 2023, however, Tesla faced intense competition. Traditional carmakers and EV upstarts were expected to introduce close to 50 new EV models in 2023 alone. Tesla had to decide how to re-position itself in this drastically altered business landscape.
Keywords
Competitive Strategy; Product Positioning; Competition; Industry Growth; Auto Industry; North America; Europe; China; Australia
Citation
Oberholzer-Gee, Felix, and Kate Stoppiello. "Tesla Motors in 2024--Turbulence Ahead?" Harvard Business School Case 724-446, January 2024. (Revised March 2024.)