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Tesla Motors

Tesla Motors. The Investment Environment of The United Arab Emirates. Outline of topics. Auto Industry in the UAE Luxury Auto Market Our Competitors Culture of Auto Industry Tesla Products within the UAE Expansion Plan Mode of Entry Locations Infrastructure Strategic Alliance

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Tesla Motors

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  1. Tesla Motors The Investment Environment of The United Arab Emirates

  2. Outline of topics • Auto Industry in the UAE • Luxury Auto Market • Our Competitors • Culture of Auto Industry • Tesla Products within the UAE • Expansion Plan • Mode of Entry • Locations • Infrastructure • Strategic Alliance • Considerations • Our Company • Brief History • Operations • Our Product in the UAE • The United Arab Emirates • Demographics • Social, Political, and Economic • Cultural Dimensions

  3. Our Company

  4. Tesla Motors • 2003 - Tesla Founded • Founders: • Martin Everhard • Marc Tarpenning • 2004 - Joined by Elon Musk • 2006 - First production car produced

  5. Making Electric Cars without Compromises Tesla Motors 2006 Tesla Roadster 0-60: 3.7 seconds Max Range: 200+ miles Cost: $130,000 2000 Chevrolet EV1 0-60: 8 seconds Max range: 100 miles Unavailable for purchase

  6. Tesla Operations Freemont, CA – Production Factory Tilburg, Netherlands – Factory opened August 2013 Supercharger stations Showrooms

  7. Our Product in the uae • Model S • Seating for 7 • Range of 300 miles • Stylish and luxurious • Model X • Seating for 7 • All wheel drive • Falcon doors

  8. The united Arab Emirates

  9. Demographics • Population as of July 2013 • 5,473,972 • Languages • Arabic (Official) • English • Farsi • Hindi • Urdu • Religions • 96% Muslim • 4% Other (Christian & Hindu) • Gender Comparison • 2.19 Males per Female (2013 est.) • Age Comparison • 0-24 years: 34.4% • 24+ years: 65.6%

  10. Social • Official language: Arabic • English is widely used • 80% of population is non-Emirati • High literacy rates for region • 90% can read & write • Arabic & Islamic traditions • Subtle variations between seven emirates • Dubai • Abu Dhabi • Ajman • Fujairah • Sharjah • Ras al-Khaimah • Umm al-Qaiwain

  11. Political • President & Prime Minster • Elected by Federal Supreme Council • Seven emirs (hereditary monarchs) • National government • Emirates govern where national responsibility ends • Flexibility to address local issues & concerns • Constitution of the United Arab Emirates • Various freedoms & rules of law • Overseen by elected Federal Supreme Court • Includes Sharia (Koran teachings) & civil courts

  12. Economic • 7th largest oil reserve • Electricity production: 37th largest worldwide (2012, est.) • 83.31 billion kWh • GDP: 50th worldwide (2012, est.) • Greater than $275 billion • Inflation rate: 11th lowest in the world (2012, est.) • About 0.7% • Key industries • Commercial Ship Repair • Construction Materials • Fertilizers • Cement • Aluminum • Fishing • Petroleum • Petrochemicals • Open economy • Diverse & non-dependent on oil & gas, < 25%

  13. Cultural Dimensions (Hofstede) • Power distance (90) • High inequality in power distribution • Hierarchical based government • Individualism (25) • Relatively low score • Loyalty to hierarchical rule • More collectivist society • Masculinity (50) • More masculine society • Homosexuality is illegal • Distinct gaps in gender roles • Uncertainty avoidance (80) • Intolerant of unorthodox behavior • Strong Islamic roots • Long-term orientation (no score) • Relatively new nation • More sustainable future-orientation

  14. the UAE is a good fit for tesla

  15. auto Industry in the UAE

  16. Tesla Model S Our Industry Luxury car sales Booming 2012 successful for luxury car manufacturers Growth in industry By 2017, expecting 9% growth Arabian Automobiles Increase of 25% in share price in 2012 Highest in last 5 years

  17. UAE Luxury Auto Market In 2012: 245,000 cars sold Increase of 25% over 2011 Projected for 2013: 370,000 vehicles, Increase of almost 38% Q1 of 2013: Audi: increase of 46% The Volkswagen Group: increase of 45% Jaguar Land Rover: increase of 25% Abu Dhabi Motors Rise in sales of 39% in Q1 Emirates Motor Company Rise in sales of 23% in Q1

  18. Sustainable Competition KARMA FISKER BMW I3, HONDA JAZZ, NISSAN LEAF, ETC. Economical Size Economical Features High Price Not Luxurious- Different Class Than Tesla • Hybrid • Only 80 miles • Cramped Interior • Slow Charging • About $150K Mitsubishi MiEV

  19. Luxury competition ASTON MARTIN FERRARI About $400K “Stupidly expensive” No fuel efficiency 6L v12 engine About 14 mpg MERCEDES BMW 3 SERIES • Price averages $190K • “Embarrassingly expensive & impractical” • 7.3L v12 engine • About 15 mpg • About $100K • Priced too high • Poor fuel efficiency • About $100K • Overpriced • Feels more sporty than luxurious • Poor fuel efficiency

  20. Attributes of our product • Single charge: range of 480 km • Seat 5 adults & 2 children • 2nd trunk under hood • More room than station wagons • 3g wireless connectivity • Automobile magazine and motor trends 2013 car of the year • The wall street journal calls it “simply amazing” • Practical & Luxurious

  21. Expansion Plan

  22. Mode of entry • First: Direct Exporting to Dubai • Branch Office • Foreign Sales Representative • Marketing Strategy • Brand Awareness • Dubai Auto Zone • 100% Ownership • Tax Exemption • Later: Foreign Direct Investment • Dealerships • Manufacturing Factory • New or Existing Buildings • Contract Manufacturing & Local Hiring

  23. Locations • First showrooms in Dubai near: • Airport • Downtown Mall Area • Autodrome • High End Residences

  24. Building an infrastructure • Two charges to get around four biggest cities • Mercedes-Benz E63 AMG valued at $80,000 ($10,000 more) on one full tank • Presence of superchargers will increase competitive advantage • Cost of Installation: • Home Charging: < $1,000 • Charging stations: $10,000 to $40,000 per station • Charger at gas station: $1,000 to $2,000 per charger

  25. Strategic alliance Opportunities • UAE Government • Electricity Generation • Real estate • Showrooms • Superchargers • Ptl Solar • Encourage Purchase • Reduce Costs for Consumers • Sustainability

  26. Negotiation Considerations • Punctuality • Time to Reach Agreement • Appointments & Meetings • Several Meetings • Prayer Time • “Fi Amanillah” • When Escorting to Exit

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