This Case is about LEADERSHIP
PUBLICATION DATE: January 06, 2012 PRODUCT #: MH0003-PDF-ENGTesla Motors (in 2009) and the U.S. Auto Industry (Case A) case solution
After a number of entrepreneurial achievements, Elon Musk invested and took a leadership role in Tesla Motors, a company dedicated to commercializing the completely electric car for the mass market. The Tesla Roadster, Tesla’s present merchandise, is considered the first entirely electric vehicle with the capacity of replacing a gas-powered car as a result of its high performance and satisfactory range. As other businesses, including new entrants and the standard vehicle manufacturing companies, develop their particular electric vehicles, Musk must determine what to do as an organization with Telsa Motors. Should he require the business public to create the capital for increase, sell to a bigger manufacturing company, or stay a market business that is private? Could their product line enlarge to compete with all the traditional players in the market?