TESLA MODEL 3 FIRST FLASH ISSUED:

Transcription

1 TESLA MODEL 3 FIRST FLASH ISSUED:

2 Key Facts of the Study Topic This study examines the impact of the Tesla Model 3 launch on 31 st March It illustrates Tesla s strategy in focussing on multiple channels across traditional and social media, and considers the response from the public [social media] and journalists [traditional media]. of analysis > March 1 st April 1 st 2016 [up to 11am BST] with historical data for reference. Analysed Brands > Tesla, Audi, Mercedes-Benz, BMW Type of Coverage > Traditional and Social Outlets, plus Google Trends data Analysed > [25 countries]

3 Tesla Visibility Over Time Twitter Facebook Print Online News March 29 th March 30 th March 31 st April 1 st Mounting coverage on March 31 st, with news of eager customers camping outside dealerships to place their order for the model before it is even revealed. Despite the long wait for the production of the vehicle, Tesla announced that pre-orders had topped nearly 130,000 in the 24 hours leading up to the debut. Techinsider.com reported on a leak, which confirmed rumours that the Model 3 will offer a huge range of over 200 miles and come in at a consumer-friendly price point of $35,000. March 29 th April 1 st 2016* Set Traditional and Social Reach

4 Tesla Sentiment Twitter Facebook Print Online News March 29 th March 30 th March 31 st April 1 st Coverage is largely neutral in sentiment, with global sources reporting on comments from Elon Musk. On Thursday evening, the Tesla CEO said on Twitter that this will be just the first part of the unveiling. Further interaction is expected closer to production. Positive interaction comes from anticipated low price and long range of over 200 miles, while criticism emanates as journalists speculate on whether this is a good business move for Tesla. March 29 th April 1 st 2016* Set Traditional and Social Reach

5 Tesla vs. Competitors Visibility Over Time Twitter Facebook Print Online News Tesla s usual media visibility increases exponentially in the days before the reveal. Between March 30 th and April 1 st, Tesla s gross reach increases by 573% compared with the three days before. Social media accounts for over half of the coverage in the three-day run up to the event, with Twitter exploding in the U.S., especially San Francisco and Los Angeles. All Tesla, Audi, BMW & Mercedes-Benz Product & Corporate coverage March 24 th April 1 st 2016* Set Traditional and Social Reach

6 Tesla vs. Competitors Social Visibility Twitter Geneva Auto Show Q2, 2016MY R8 Tesla Model 3 announcement Audi peak Tesla peak March 1 st 11am April 1 st 11am [BST] The Tesla Model 3 launch generates buzz comparable to Audi s performance at the Geneva Auto Show. Tesla successfully utilised tech media, social influencers and multiple social channels to drive interest. Musk s celebrity status Tech media Social Influencers & Periscope first ride Continued drip-feed of information via Elon Musk s Twitter account [3.63m followers] Engagement with tech media such as Mashable generated significant interest Use of Periscope for first drive promoted by influencers such as Twitter All Tesla, Audi, BMW & Mercedes-Benz Product & Corporate coverage March 1 st April 1 st 2016* Set Social Reach

7 Tesla vs. Competitors Social Visibility Twitter Tesla dominates Twitter discussion, with significant hype ahead of the official launch initiated followed by post-launch attention driven by high profile social influencers. 11pm March 31 st 11am April 1 st 2016 [BST] All Tesla, Audi, BMW & Mercedes-Benz Product & Corporate coverage 11pm March 31 st 11am April 1 st 2016 [BST] Set Social Reach

8 Tesla Model 3 Announcement Evolution of the Social Story Twitter Pre-launch hype Launch reaction 11pm March 31 st 11am April 1 st 2016 [BST] With over 3 million followers, Tesla CEO Elon Musk drives the conversation ahead of the launch: 11pm March 31 st 11am April 1 st 2016 [BST] Set Social Reach

9 Tesla Model 3 Announcement Social Influencers Twitter Combination of media outlets and social celebrities contribute to overall success. Mashable ranks as the most visible influencer with multiple tweets and a follower count of almost 7 million. Tesla CEO Twitter Founder Fishbowl CEO Twitter, Uber and Instagram investor TV host Social celebrities Founding editor of Search Engine Land 11pm March 31 st 11am April 1 st 2016 [BST] 11pm March 31 st 11am April 1 st 2016 [BST] Set Social Reach

10 Tesla Model 3 Announcement Google searches Google Trends Tesla shares surge after surprise profit Tesla Model 3 Tesla revenue launch jumps All-time high Tesla roadster launch Tesla IPO 2004 Source: Google Trends, 01/04/ present Historically, Google searches for the Tesla brand see a spike following financial announcements such as its IPO, surprise profit announcement in August 2013 led by Model S sales, and the jump in revenue in May Following the Model 3 launch, Tesla sees an all time high in terms of Google searches for the brand. January April 1 st 2016* Set Google Trends Reach

11 Tesla Model 3 Announcement Key Messages Mass market all-electric mobility The master plan had always been to deliver all-electric mobility to the masses, and that s where the Model 3 comes in. Following Elon Musk s speech in Los Angeles last night, journalists around the globe place a heavy focus on Tesla s next step in it s secret master plan. Due to the high prices of its previous models Tesla is currently only a niche supplier, last year just 50,000 cars were sold. Yet Tesla considers itself as a premium brand and identifies compares its sales figures to those of German manufacturers in higher price segments such as BMW or Porsche. FAZ.net Faz.net 1 st April 2016 Skynews.com 1 st April 2016 March 29 th April 1 st 2016* Set Traditional and Social Reach

12 Tesla Model 3 Announcement Key Messages Consumer-friendly price point Reuters.com 1 st April 2016 The Model 3 is crucial for Tesla to reach its goal of selling 500,000 cars per year by The success of Tesla's Gigafactory, its battery factory near completion in Nevada, is also contingent on the Model 3. Tesla says scale from the massive facility will cut the cost of its battery pack by 30 percent to enable the lowerpriced vehicle. In his presentation, Musk thanks the customers for buying their cars, which in turn has enabled Tesla to develop the new models, resulting in a three-car line up. March 29 th April 1 st 2016* Set Traditional and Social Reach

13 Tesla Model 3 Announcement Key Messages Will this be a success for Tesla? With mass market, comes mass competition, reports Bloomberg Gadfly's Liam Denning. Higher competition means more money that needs to be spent on marketing and promoting the model. While this is the case for all manufacturers, competition like GM and Ford sell millions of regular cars and trucks to absorb the losses. All of which are problems for Tesla shareholders: Denning says that in order to believe that Tesla can succeed, you have to believe that Tesla can change the global car market and beat everyone else as it does so. Reuters reported today that Tesla shares have jumped in recent days in anticipation of the Model 3 launch. March 29 th April 1 st 2016* Set Traditional and Social Reach

14 Tesla Model 3 Announcement Key Messages Apple overshadowed In USAtoday.com s 5 things you need to know this Thursday, both Tesla s Model 3 launch and Apple s SE launch were mentioned (as well as news on Russia missing the nuclear summit, White House news and how Hasselhoff maintained his Baywatch body ). Later, tech websites reported that early morning lines for the iphone SE could be found in a handful of major cities, ranging from Sydney, Australia to Miami, Florida, but many other Apple Stores had no queues whatsoever as excitement was unsurprisingly more tepid. Social and traditional media speculated that the launch of the SE had been overshadowed by the Model 3. handelsblatt.com 1 st April 2016 Macrumors.com, 3st March 2016 March 29 th April 1 st 2016* Set Traditional and Social Reach

15 Tesla Model 3 Announcement Scepticism Scepticism Long wait for production - Model 3 will be delivered from the end of 2017, however, Musk himself had to smile in view of Tesla's penchant for delays. "I am quite confident that it will be next year," said the Tesla CEO. For other models, the company has had to delay delivery. Lack of concrete information - The Model 3 s range is expected to be 215 miles. Anticipated revolution The car, which it is only a car at the end [of the day] and will probably be no game changer. [ ] If Musk comes through with the Model 3, will the mass market for electric cars open up? No, this is probably not enough. manager-magazin.de. March 29 th April 1 st 2016* Set Traditional and Social Reach