Tesla Motor Company

Tesla is a relatively new automobile company that has emerged in the past five years. Tesla is a Silicon - Valley based company that manufactures electric vehicles. The innovative feature about Tesla's motor vehicles are their style, "green - conscious", and practicality.

Tesla's emergence has brought about an increased effort in the automotive industry as a whole to produce electric vehicles that not only run essentially on batteries but are able to provide drivers an exciting time while behind the wheel. Tesla wants to shatter the general assumption that electric vehicles are all like Toyota Priuses. No consumer wants to drive an ogre of a vehicle that is impossible to get a speeding ticket in. Tesla's first production electric vehicle, in fact, the Roadster is able to drive from 0 - 60 mph in 3.9 seconds.The one downside to the Roadster is its base price of $109,000.

Nonetheless, companies in the automobile industry look at Tesla's Roadster as a major accomplishment. In the following link, (http://www.lincah.com/wp-content/uploads/2010/04/2010-TAG-Heuer-Tesla-Roadster-Front-Side-View-588x441.jpg) consumers begin to understand why. Sleek, stylish and eco-conscious, the Tesla has begun to dominate the Supercar electric vehicle market.

Just recently, Tesla announced that it would be partnering with Toyota to begin building electric vehicles in the United States. With Toyota's solid $50 million dollar investment, 1,000 new employees will be hired and begin the production of the new Model S. Tesla CEO Elon Musk states that the Model S, which will be ready by the year 2012, will produce 20,000 cars. Eventually, Tesla's CEO states, that the whole operation will involve over 10,000 employees. (http://www.autoweek.com/article/20100520/GREEN/100529968)

The emergence of Tesla has invoked hugely profitable companies such as Toyota to actually go ahead with a partnership. Toyota realizes that the market is headed towards a green market and has gone ahead to merge with Tesla. Newly emerging auto companies like Tesla that center their products around consumers interests (i.e. sustainability and conservation of the environment) already have a foot in the game before they enter. While Tesla already has green vehicles in production, established companies like BMW, Mercedes, and Lexus are still playing catchup. Tesla certainly hasn't begun a new trend in the automotive market, but has jumped in the right time with the right product. As long as it continues to innovate and satisfy the newly emerging consumer trends, it will be able to stay on top of its game.