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Tesla, Inc.: Supercharging Auto Sales
Baucells, Manel; Maiden, Stephen E. Case QA-0915 / Published June 10, 2020 / 14 pages.
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Product Overview

This case describes the situation of Tesla, Inc. (Tesla), in mid-2019. Tesla had just successfully launched the more affordable Model 3, but sales of the most expensive and profitable Models X and S were stagnant. In order to incentivize the sales of these luxury models, Tesla recently brought back free Supercharging for life for customers purchasing Models X or S. The case provides information about the history of Tesla, one customer's hesitation about buying a Tesla electric vehicle (EV), purchasing prices, different ways to procure electricity and their cost, Supercharging stations, tax credits, and the autonomous and self-driving features of the car.


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  • Overview

    This case describes the situation of Tesla, Inc. (Tesla), in mid-2019. Tesla had just successfully launched the more affordable Model 3, but sales of the most expensive and profitable Models X and S were stagnant. In order to incentivize the sales of these luxury models, Tesla recently brought back free Supercharging for life for customers purchasing Models X or S. The case provides information about the history of Tesla, one customer's hesitation about buying a Tesla electric vehicle (EV), purchasing prices, different ways to procure electricity and their cost, Supercharging stations, tax credits, and the autonomous and self-driving features of the car.

  • Learning Objectives