Research on Product Positioning of New Energy Vehicles - Taking Tesla and Build Your Dream as Examples

Abstract

This study focuses on the product positioning strategy of new energy vehicles, taking Tesla and Build Your Dream as examples. As a global leading electric vehicle manufacturer, Build Your Dream is committed to technological innovation and has launched a variety of new energy vehicle models, including pure electric vehicles, hybrid vehicles, and plug-in hybrid vehicles. Its product line covers multiple market segments, ranging from small city electric vehicles to large luxury electric vehicles, as well as special-purpose vehicles and commercial vehicles. In contrast, Tesla adopts a development model of first launching high-end models and then gradually expanding into the low-end market. From now on, Tesla's export volume is greater than Build Your Dream's, and it occupies a larger share of the global market. In terms of price, sales volume, sales channels, sales positioning, marketing strategies, imports, and exports, the two companies differ. Generally speaking, Tesla focuses on brand building and technological innovation, while Build Your Dream pays more attention to product cost-effectiveness and market share.