Tesla in the 2020s: Moment of Truth for the "Master Plan"
Founded in 2003, and headed by the admired - and controversial - Elon Musk, in 2020 Tesla had become the automaker with the highest market capitalization, and the global leader of the electric car market. Was this valuation justified? The case presents a panorama of the automotive industry (discussing its main actors, business figures, and business models) before reviewing Tesla's company history in detail. In less than 20 years Tesla had gone from selling just a few hundred electric cars - contracting out most of the manufacturing - to ship over half a million cars in 2020, while also having its own manufacturing capabilities in three continents. By 2021 Tesla was the undisputed leader of its segment, beating automotive giants like Volkswagen, Ford, Toyota, or Daimler. The case examines Tesla's strategy and business model, showcased in Musk's "master plan", which he published in 2006 (and revised in 2016) with the goal of making Tesla the leader in sustainable mobility and energy generation.