Case Assignment: Tesla Motors
Tesla Motors was founded with innovation in mind. Launched in
2003 by a group of engineers in Silicon Valley who wanted to prove
that electric cars could replace gasoline-powered automobiles,
Tesla’s mission is to accelerate the world’s transition to
sustainable energy.
The Tesla Roadster was launched in 2008 and can travel 245 miles
per charge of its lithium ion battery. There are now more than
2,400 Roadsters being driven in more than 30 countries. The
Roadster was followed by the Tesla Model S in 2012. The Model S can
travel 265 miles per charge and has room for seven passengers with
64 cubic feet of storage. The Model S was named Motor Trend’s 2013
Car of the Year and achieved a 5-star safety rating from the U.S.
National Highway Traffic Safety Administration.
Next came the Model X, which Tesla began delivering in 2015, and
the new Model 3 will begin production in mid-2017 with estimated
delivery for new reservations at mid-2018 or later. Model 3 is
Tesla’s most affordable model to date, starting at $35,000. It has
seating for five adults and can travel 215 miles per
charge.
Improvements to battery life and safety features weren’t the only
upgrades Tesla had quietly been putting together. They created a
roar in the automobile industry when they announced in October 2016
that, moving forward, all vehicles produced in Tesla factories
would have the hardware needed for full self-driving capabilities
at a safety level higher than that of a human driver. Model S and
Model X vehicles with the new hardware are already in production,
and the hardware will be included on the new Model 3 when it goes
into production.
This hardware includes eight surround cameras providing 360-degree
visibility around the car up to 250 meters of range; two updated
ultrasonic sensors; forward-facing radar that can see through heavy
rain, fog, dust, and even the car ahead; and a new onboard computer
with more than 40 times the computing power of previous
generations.
Tesla’s move was unprecedented compared to that of other car
companies, but not as much for them. While Tesla will be creating
cars with the hardware needed for self-driving capabilities, they
do not have the software finished yet. They will update the
software in the cars produced now using over-the-air software
updates. This is a method that Tesla already employs to enhance
performance and fix security bugs; it allows them to continually
improve cars even after they are on the road and to stay ahead of
automakers who do not operate under this model.
Tesla still has to complete millions of miles of real-world testing
before the software can be implemented. They will run the software
in the background while a professional drives the car and then
compare what the computer would have done with what the person did
do. The goal is for self-driving cars to be even better than humans
at avoiding crashes.
Tesla must also achieve regulatory approvals of full self-driving
cars before they can legally drive on public roadways. So it is
still unclear when customers (even those currently purchasing
models featuring the new hardware) will be able to experience fully
autonomous driving.
TRUE/FALSE
1.
Telsa’s new products have been successful, in part, because they
have a well-defined new product strategy at their core and are
driven by the corporate objectives and strategies of using
electricity over gasoline when designing automobiles.
ANS:
2. A
new-product strategy is a plan that links the new-product
development process with the objectives of the marketing
department, the business unit, and the corporation.
ANS:
3. The
business analysis to determine if Tesla should equip their cars
with the self-driving hardware before the software was complete
would have been a simple process.
ANS:
4. Tesla
employed simultaneous product development by having their hardware
and their software design teams work together on the autonomous
automobile initiative.
ANS:
5. Tesla
will use test marketing to teach the self-driving software how to
appropriately respond in different driving situations.