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Dipartimento di

IMPRESA E MANAGEMENT

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Cattedra

STRATEGIE D’IMPRESA

TESLA MOTORS: A BUSINESS MODEL INNOVATION IN THE AUTOMOTIVE INDUSTRY

RELATORE

Prof. Paolo BOCCARDELLI

CANDIDATO

Andrea MONSELLATO

Matricola 659181

CORRELATORE

Prof. Enzo PERUFFO

ANNO ACCADEMICO 2014/2015

Index

Chapter I – The gasoline alternatives and the market analysis

1.1        Introduction        4

1.2        The oil industry        6

1.2.I        Diesel        10

1.2.I.bis        Diesel gate        13

1.2.I.ter        Biodiesel        14

1.2.II        Bioethanol        16

1.2.III        Natural gas        16

1.2.IV        Hybrids        17

1.2.V        Electric Vehicles (EVs)        18

1.2.VI        Fuel cell (Hydrogen)        19

1.3        The mass electrification of the industry and the partnerships inside the sector        20

1.4        Industry analysis and carmakers’ strategies        24

1.4.I        BMW Group        32

1.4.II        Audi        35

1.4.III        Mercedes        37

1.4.IV        Volvo        38

1.4.V        General Motors (Cadillac)        40

1.4.VI        Jaguar Land Rover        41

1.4.VII        Toyota (Lexus)        43

1.4.VIII        Nissan (Infiniti)        44

Chapter II - The business model

2.1        Business model definition and literature        46

2.2        Business model innovation        58

2.3        Business model and strategy        63

2.4        

Canvas        70

2.4.I        

and design        70

2.4.II        The Business Model Canvas: its depiction, features and critics        73

Chapter III - Tesla Motors and the study of its business model

3.1 Tesla Motors: history, models and results.        84

3.2 Other Tesla products: Tesla Powerwall, Tesla Supercharger and the all new Tesla

Gigafactory        94

3.3 Elon Musk: the man behind Tesla Motors and many other successful ideas.        96

3.4 Tesla Motors’ supply chain strategy        98

3.5 Tesla’s business model study and business model innovation        101

3.5.I        Introduction        101

3.5.II        Tesla’s business model analysis using the Business Model Canvas        102

3.5.II.A        Key Partners block        102

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