Tesla Electric Car

| Will the stick? | Tesla Motors|| 8/9/2012| [Type the abstract of the document here. The abstract is typically a short summary of the contents of the document. Type the abstract of the document here. The abstract is typically a short summary of the contents of the document. ]| Is the electric car sticky? In the New York Times bestseller “Made to Stick” Chip and Dan Heath explain why some ideas survive and others die.

In today’s constantly changing marketplace along with rapidly evolving technological innovations, how do we create ideas and products that will stand the test of time and possibly benefit humanity and our future as a whole? According to the Heath brothers there are six principles we can use as guidelines for making our ideas stick. These six principles: simple, unexpected, concrete, credible, emotional, and stories, when used together, spell success (minus the last s in success). Now back to my first question is the electric car going to stick?

According to Tesla Motors Inc. Chief Executive Elon Musk the answer is not only yes but Musk was quoted earlier this year saying “In 20 years more than half of new cars manufactured will be fully electric. I feel actually quite safe in that bet. That’s a bet I will put money on. ” So who is this Elon Musk, what is Tesla Motors, and why is he so confident his idea will stick? To answer this question, I’ll use the six principles the Heath brothers laid out for us in “Made to Stick” and let you be the judge.

First, let me tell you a little about the history of Tesla Motors. In 1988, after graduating from high school in Pretoria, South Africa, 17 year old Elon Musk left his home land to come to America telling his family and friends “It is where great things are possible”. Musk was inspired by great innovators like Thomas Edison and Nikola Tesla and after a few years at Queen’s University in Kingston, Canada he continued on to the University of Pennsylvania with a full scholarship. After receiving a degree in conomics and a second degree in physics Musk decided there were three areas he wanted to be involved in that he believed would” affect the future of humanity” they were the internet, clean energy and space. He spent two days at Stanford’s graduate program in 1995 and dropped out only to go on and help create the global internet payment system known as PayPal. By 2003 Musk and just a handful of others founded Tesla Motors in the Silicon Valley area of Northern California which is home to some of the world’s largest technology corporations.

Musk’s vision of eventually being an independent automaker that could mass produce fully at an affordable price was becoming reality. Today Tesla Motors, Inc. has 31 stores and service locations worldwide, employs over 2,000 people and is on the road in 37 different countries. Not only does Tesla Motors design, develop, manufacture and sell its , it also manufactures electric vehicle powertrain components which it sells to other companies.

To show the world that an electric car could not only be efficient but extremely powerful, the companies first vehicle was the Tesla Roadster, a high end sports car that can accelerate from zero to sixty in under four seconds and has a top speed of 125 mph. Once the lithium-ion battery is charged, the car has a range of roughly 245 miles per charge. With the price of the Roadster being out of reach for most people, Tesla knew the next step would be to produce a sedan style vehicle that would be more affordable but still maintain the high level of quality.

In 2012 Tesla introduced the much more affordable and practical Tesla Model S sedan. There is also the new Model X suv that will be available sometime in 2014. To give you an idea of Tesla Motors growth rate, the annual revenue for 2010 was $117 million, the annual revenue for 2012 so far is $543 million. So now let’s look at how the six principles of SUCCES in “Made to Stick” has helped Tesla Motors succeed and continue to grow. The first principle is SIMPLE. The concept behind simplicity in “Made to Stick” is the importance of getting to the core of your idea and staying true to that core.

You must know the core of your idea and convey it as simply as possible. The book uses Southwest Airlines as an example of core simplicity. Southwest Airlines has a Commander’s Intent which is “We are THE low-fare airline. ” This simple statement has guided the success of the airline for over thirty years. Tesla has used simplicity to convey their core mission since their beginning. Tesla Motors core, as they have stated over and over again is “the belief that an electric car need not be a driving sacrifice. ” This is the definition of simple and they have stuck to it.

Tesla knows that people have a negative image of electric cars and it’s their sole purpose to make that image positive. The second principle of a “sticky” idea is the UNEXPECTED. The main objective of the unexpected is to first get the audience’s attention and to then hold their attention. The book uses the words surprise, what gets our attention, and interest, what keeps our attention. Tesla did the unexpected when they introduced the very first electric sports car to the world. You mean to tell me that you built a car that can go 0 to 60 mph in under 4 seconds with little to no sound and no gasoline?

This I got to see! Let’s just say, right off the bat, they got the world’s attention and are still holding it to this day. Tesla made a conscious decision to make their first car a sports car even though they knew they were targeting a smaller elite market. They came out of the gate guns blazing and made the cover of Time magazine for best inventions of 2006. When we hear the word CONCRETE we immediately think of buildings, roads and foundations for homes, things that exist all around us that we can touch and see. In “Made to Stick” the Heath brothers mention that “Language is often abstract, but life is not abstract. When we can visualize things in the real world we can put them in context and remember them better. The book uses the example that concrete nouns, like bicycle are easier to remember than abstract ones like justice. If you want your idea to stick with someone, speak in terms of things that people can relate to in their daily life. One way that Tesla uses concrete language to compare their car with other traditional cars is in a statement on their website “The powertrain, tucked between the rear wheels, uses energy three times more efficiently than a gas-burning engine. You may not know what a powertrain is but we can all visualize using energy three times more efficiently than gas-burning. The fourth principle in making an idea stick is CREDIBILITY. Credibility is the level that you believe something to be true. If you believe a source of information is highly credible then you will more than likely accept it as the truth. The Heath brothers hit on a few ways we can make our ideas more credible and a couple of them stood out to me while doing my research of Tesla Motors. Authorities and experts can be a reliable source of credibility.

The book uses Stephen Hawking as an authority on physics but I prefer to use Carl Sagan as an authority on astronomy, just a personal favorite of mine. Along with the external credibility of authorities, there is internal credibility like the uses of testable credentials i. e. try it before you buy it. Of course all car companies will let you drive it before you buy it and Tesla is no exception. What stood out to me among all the glowing reviews was an article in the Wall Street Journal by Dan Neil, a winner of the Ken Purdy Award for automotive journalism.

When Dan was given one of the new Tesla Model S sedans to review he was “ready to be disappointed”. That was not the case as he went on to compare the 4-door electric sedan with that of a Lamborghini and a Ford GT supercar and the design quality to that of a Jaguar. Sometimes credibility comes from a completely new source as with the example used in “Made to Stick” of the 1984 Wendy’s commercial “Where’s the beef? ” Wendy’s was using testable credentials buy leaving it up to the consumers to go see for themselves. Where’s the beef?

I still remember that commercial from when I was a kid. When we feel strongly about something we not only remember it but we want to do something about it. The fifth principle of “sticky” ideas is EMOTIONAL. Emotional messages can evoke powerful feelings both good and bad in people. We naturally care more about the things that affect our own personal lives than those things that don’t directly affect us, so how do we get other people to care about our own ideas? The Heath brothers suggest three ways that we can make people care.

By using the power of association, we can relate to peoples individual lives and show them that we care about the same things they care about. Another way to make people care is to appeal to their self-interest. People have ideas about who they are and who they would like to be and if we can tap into that emotion our message is more likely to stick with them. Appealing to people’s identity is emotionally powerful and Tesla Motors knows just how to do that. Cars have always been more than just a means of transportation, they tell people who you are and what you care about.

Tesla has already created strong brand loyalty for being the thinking man’s car of the future. Tesla knows that a growing number of people feel very strong emotions about sustainable energy. To quote Elon Musk “The overarching purpose of Tesla, and my reason for personally funding the company, is to expedite the move from a mine-and-burn hydrocarbon economy towards a sustainable, solar electric economy. ” The sixth and final principle of sticky ideas is STORIES. Throughout human history we have used stories to convey important messages.

Stories not only grab our attention and entertain us but inspire us to act. One of the examples of the use of stories in “Made to Stick” is the Subway tale of Jared. In the 90’s Subway used a true and unique story about a young man, who was dangerously over weight, lost over 100 pounds in just three months by eating at Subway. This story had a huge impact on many people and put Subway back on the map. Many people could relate to Jared’s story and were inspired to eat healthier. I believe the story of Elon Musk is inspiring and that through human innovation anything is possible.

In 2009 things were not looking good for American car companies, many of which were completely shut down to cut costs. During that same year Bob Lutz of GM said Tesla would never compete effectively as a car company because nobody really wanted and electric car especially at that price. That year Tesla sold 100% of its production and opened a second dealership. In closing, there are many stories like Tesla that inspire us to think outside the box. Human innovation is the foundation of society, without it we would grow stagnant and die out.

It’s true that some ideas survive and others die that’s just the nature of things but there are things we can do to make our ideas stick. The principles that Chip and Dan Heath laid out in “Made to Stick” aren’t set in stone but can be used as a foundation for success (pun intended). Tesla has done a good job of pushing the boundaries of technology and is getting closer every day to making that technology affordable to everyone. With all the haters out there it’s hard to say if Tesla’s electric car will stick, but as long as we all keep aspiring for greater things the world will be a better place.

Calculate the price
Make an order in advance and get the best price
Pages (550 words)
*Price with a welcome 15% discount applied.
Pro tip: If you want to save more money and pay the lowest price, you need to set a more extended deadline.
We know how difficult it is to be a student these days. That's why our prices are one of the most affordable on the market, and there are no hidden fees.

Instead, we offer bonuses, discounts, and free services to make your experience outstanding.
How it works
Receive a 100% original paper that will pass Turnitin from a top essay writing service
step 1
Upload your instructions
Fill out the order form and provide paper details. You can even attach screenshots or add additional instructions later. If something is not clear or missing, the writer will contact you for clarification.
Pro service tips
How to get the most out of your experience with MyStudyWriters
One writer throughout the entire course
If you like the writer, you can hire them again. Just copy & paste their ID on the order form ("Preferred Writer's ID" field). This way, your vocabulary will be uniform, and the writer will be aware of your needs.
The same paper from different writers
You can order essay or any other work from two different writers to choose the best one or give another version to a friend. This can be done through the add-on "Same paper from another writer."
Copy of sources used by the writer
Our college essay writers work with ScienceDirect and other databases. They can send you articles or materials used in PDF or through screenshots. Just tick the "Copy of sources" field on the order form.
See why 20k+ students have chosen us as their sole writing assistance provider
Check out the latest reviews and opinions submitted by real customers worldwide and make an informed decision.
Business and administrative studies
Excellent job
Customer 452773, March 9th, 2023
Great job
Customer 452773, February 13th, 2023
Business and administrative studies
excellent work
Customer 452773, March 9th, 2023
Thank you!!! I received my order in record timing.
Customer 452551, February 9th, 2021
Human Resources Management (HRM)
excellent, great job
Customer 452773, June 19th, 2023
Thank you for your hard work and help.
Customer 452773, February 13th, 2023
Leadership Studies
excellent job
Customer 452773, August 3rd, 2023
Business and administrative studies
Customer 452773, February 23rd, 2023
thank you so much
Customer 452749, June 10th, 2021
Business and administrative studies
looks good thank you
Customer 452773, March 3rd, 2023
Social Work and Human Services
Great work I would love to continue working with this writer thought out the 11 week course.
Customer 452667, May 30th, 2021
excellent job
Customer 452773, August 12th, 2023
Customer reviews in total
Current satisfaction rate
3 pages
Average paper length
Customers referred by a friend
15% OFF your first order
Use a coupon FIRST15 and enjoy expert help with any task at the most affordable price.
Claim my 15% OFF Order in Chat

Sometimes it is hard to do all the work on your own

Let us help you get a good grade on your paper. Get professional help and free up your time for more important courses. Let us handle your;

  • Dissertations and Thesis
  • Essays
  • All Assignments

  • Research papers
  • Terms Papers
  • Online Classes
Live ChatWhatsApp