Electronic Vehicle Industry Problem Analysis: Tesla's Electronic Vehicle as An Example

Abstract

Tesla's global electric vehicle market share gradually decline in view of the increasingly fierce competition from traditional vehicle companies and new vehicle makers. This paper aims to analyze Tesla and why it would lose its position as a global leader in the electronic vehicle industry. The issues analysis points out two serious problems with Tesla. The first issue is regarding the unsolved concern of the safety index. The second issue is brand management negligence, as the price reduction strategy may influence the brand image and value of Tesla, which may cause the conflict with the brand image and value and the original image of the enterprise. There is a limitation of this report, which is the time lag issue, and the brand value and image may not improve in the short run but may improve in the long run.