Let’s Know More About Tesla, Its Core Value, Brand Personality, Mission and Vision

Core value refers to the most basic and lasting belief of an organization, it can be understand as the set of values that merges the organisation with their mission and vision. This article will identify the core values, the mission and vision of Tesla.

1- Mission
Tesla’s mission is clear-cut, which explained by Elon Musk in the article of “The Secret Tesla Motors Master Plan (just between you and me)”. Tesla has ambition to drive global adoption of sustainable energy, accelerating a shift from hydrocarbon economy towards sustainable transport and energy consumption by producing the world’s best electric cars and energy storage systems.

2- Vision
The vision statement of Tesla is “ create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.”. This reflects that Tesla aim to be the premier global provider of renewable energy industry, they are leader and excel in uniting advanced technology in EVs.

3- Core Values
A Clean Start. As Tesla was founded in Silicon Valley, they will use a Silicon Valley approach which means they move fast and being innovative and creative.

Committed to Electric. Tesla follows its mission to pursue sustainable energy, so that Tesla offers EVs to fulfil a sustainable energy future.

Built Around the Driver. Connect the car, driver, and environment.

Sparking the Evolution. Develop unprecedented products, accelerating the world’s transition to electric mobility, with providing affordable electric cars (Model 3)

4- Tesla Brand Personality
Brand personality defined as the set of human characteristics associated with a brand (Aaker, J. L., 1997). According to the Jennifer Aaker’s model (Aaker, J. L., 1997), which is called Brand Dimensions Scales (BDS), the five dimensions to describe a brand are Sincerity, Excitement, Competence, Sophisticated and Ruggedness. Tesla have the characteristic of a mixture of Excitement and Competence and Sophistication.

Excitement is one of the Tesla’s personality, which means Tesla is daring, imaginative and innovative. CEO Elon Musk is regarded as “ Iron man in reality”, who is genius, bold, innovative and expert in technology. He personalized the brands as himself and create more opportunities for consumers to connect with the brand’s vision. We can also see that Tesla is innovative as it is changing the world’s imagination of EVs.

Competence also belongs to Tesla’s personality, which means it is reliable and intelligent. Tesla wow people with their performance of the models. As an EV, they have an unparalleled power, speed from 0 to 60mph only takes only 3.1 seconds to reach 60 miles. Tesla’s endurance is also very long. According to the United States Environmental Protection Agency, the car can travel 270 miles with a single charge because of its unique battery pack. Besides, Tesla models are designed with artificial intelligence.

Sophistication is also the personality of Tesla, which means Tesla is charming, fancy and upper class. The design objective of Tesla’s models was to develop an eco-friendly, attractive and extremely functional (Holzhausen,2009). Tesla cares about the elements of luxury outlook of their models. “Proving that something is cool is more important than making money.” Elon Musk said this at California Institute of Technology Graduation Speech in 2012. Thus, we can see that Tesla model not only the performance of the EVs is advanced, the appearance is also cool.