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Tesla

Motors Competitive Environment


Conventional engine cars (Combustion engines) o Cheep engines o Battery are heavy & expensive o Much horsepower o Overall price are low o Petrol and gasoline will available for a long time o Prize for energy are not high enough to make customers switch Hybrid cars o Take the best from both worlds o Cars are much lighter because of smaller batteries o Recharge during driving o More convenient to tank petrol o Longer distances possible o BMW, Toyota, Honda CRZ (hybrid) Electric car makers o Comparable sports cars o Smaller, cheaper e-cars available o Different battery concepts o War for standardization o A lot of old world players entering or entered already this market segement o Many competitors: Porsche - Boxter Lightning (UK) (Roadster) Audi - etron GM Volt Nissan Leaf (160 miles / Zytek Elise Plattform (1998-2003, range 160-190 km, 140 km/h) Used by other carmakers also, e.g. Dodge Cuircit EV, Tesla Roadster (6% of parts, up to 393 km, up to 168 km/h) Other transport options, depending on awareness o Train o Public transport o Planes

Competition Policy Issues


General Frameworks
US Anti Trust legislation o Cartels o Horizontal Mergers o State Intervention in the Economy o Abuse of Dominance o Vertical Contractual Restraints o Non-Horizontal Mergers o EU European commission, Monopoly policy, merger policy, restrictive policy UK related to EU policies but also own regulation exists WTO Standards for worldwide valid policies o Many disagreements

Indirect influences from other policies to competition


US market: All states regulate the requirements for cars in general, e.g what defines a car, size, lights. o But the regulation are slightly different o For electric cars also regulation for power devices are adaptable o Regulations for the handling of batteries are implemented EU- Market o All member state have their own regulations o There are harmonized, but also some local regulation (e.g. front light) o But the EU - allowance in one country enables the firm to distribute the car all over o The EU has regulation on component consistency (e.g. does it contain lead or other heavy metals) Other Markets o In general it can said that for all markets different rule sets exist. Some make complicated to introduce an electric car, because the legislation / law / regulations are different and sometimes do not cover the special case of an electric car.

Transaction Costs
Buying components: Batteries, suspension, etc. Search for best supplier Contract structures Monitoring -> get still competitive prices, get access to resources

Websites
http://www.teslamotors.com/ http://www.thegreencarwebsite.co.uk/blog/index.php/2010/01/14/audi-introduces-electric-sports-car/ http://www.lightningcarcompany.co.uk/news.html http://en.wikipedia.org/wiki/Category:Electric_sports_cars http://www.oekomotive.net/index.php/fahrzeugvz/auto/28 http://en.wikipedia.org/wiki/Competition_law