Tesla is generally recognized as the first modern electric vehicle, although electric cars can be traced back to 1888. However, Tesla’s introduction of its first car in 2008, the use of lithium batteries and its subsequent global expansion made them a leading market player in the sector. Over the years, new competitors have emerged, most notably BYD from China, which now produces more electric vehicles than Tesla as of January 31,2024. BYD overtook Tesla to become the world’s biggest EV manufacturer in 2022. In 2023, BYD sold over 3 million cars in 2023 compared to Tesla’s 1.8 million sales((Source:https://www.ev-volumes.com/).
Your task:
Assume Tesla has hired you as a consultant, and your task is to:
Question 1
Apply the 3I Design Thinking model to recommend strategies for Tesla to continue growing its market share against competitors such as BYD,Wulang,Volkswagen and GAC Motor.
Question 2
Develop a new personna that is aligned to your recommended strategies demonstrating how empathy can influence your persona development.