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The moment. From a perception standpoint TESLA is at a critical moment. The stars, though crossed for many by the faltering world economy and dependence on foreign oil, have aligned for TESLA. Through a combination of vision, hard work, daring, passion, timing and a little bit of good luck, TESLA has achieved a most rare and special status...

YOU ARE THE FIRST. The first production, electric-powered, high-performance vehicle. How and when you assert your leadership of this new era in technology will define your place in the market and in history.

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T H E

CON CEP T

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THE FIRST.

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THE FIRST.

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THE FIRST.

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THE FIRST.

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Our Customer. The TESLA customer has a lot in common with TESLA. They are compelled by quality, performance, design and originality. But there’s another driving force that aligns them with TESLA.

THE THRILL OF FIRST. The pursuit of a first experience. The excitement of being the first; of being there at the beginning; of being a charter member of the exclusive club – the ones who were there first.

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O NE O F T H O S E M O M E NTS W HE N YO U KNO W NOT H I NG W ILL E V ER BE THE SAME AG AIN.


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O N E DAY YO U ’ L L B E A B LE TO T EL L T H E M YO U W E RE T H E RE .

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D O N ' T RE M E M BE R T H E F I R ST T IM E , R E L I V E T H E FI RST T I M E .

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I F T H E Y CA N S E E YO U T H E Y ’ L L S TA R E .


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THE FUTURE DISGUISED AS AN AUTOMOBILE.

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G O O DBYE V RO O O O M ! H EL LO W O OO O O OS H!

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N OT H I N G B E AT S B E I N G F I R ST.

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BE AMONG THE FEW.

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A D CON CEP T S B A N N ER F ORMAT

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W H E N WA S T H E L A ST T I M E YO U H A D A F I R ST T I M E .

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TE S L A . TH E W ORL D ’ S F I R ST P R O D U C T I O N , E L EC T R IC- P OWE R ED , H IG H- PER F O R M ANC E V E HI C L E .

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B E T H E F I R S T.

TESLAMOTORS.COM

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BE AMONG THE FEW WHO HEARD IT COMING.

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TE S L A . TH E W ORL D ’ S F I R ST P R O D U C T I O N , E L EC T R IC- P OWE R ED , H IG H- PER F O R M ANC E V E HI C L E .

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B E T H E F I R S T.

TESLAMOTORS.COM

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I T I S T H E F U T U R E D I S G U I S E D A S A C A R.

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TESLA. THE WORL D ’S F IRST PROD UCTION, ELECTRIC-POWE R ED , H I G H - P E R FO R M AN CE V EHIC L E.

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N O W AVA I L A B L E T W O W AY S :

P E R S O N A L LY C U S T O M I Z E D

OR

C A N ’ T WA I T A N OT H E R M I N U T E .

TESLAMOTORS.COM

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The Event. Every great moment in history, that defines the beginning of a new era, has been marked by a symbolic event. TESLA needs such an event. a. The Great Race: Porsche vs. TESLA Stage a Lemans-style circuit race or point-to-point race between a stock Porsche and a TESLA Roadster. This could take place at a race track like the N端rburgring or it could fly below radar like a Cannonball Run and viewed on YouTube. b. The Challenge: Who will be the first? Build urgency into the purchase process by creating a challenge for the limited supply of immediately available TESLA Roadsters.

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Conclusion TESLA presents one of the rarest and most exciting opportunities in marketing communication: real news. We believe that the TESLA concept, design and business model speaks for itself. Our job is to identify the values and genius of TESLA cars that make it appealing, human and relevant to likeminded consumers, share the good news and get out of the way. We believe FIRST is a concept that defines both TESLA and its expanding base of loyal fans. While it is particularly relevant now as the product is being launched, it is an idea that can inform and inspire both internally and externally as TESLA grows and evolves. After all, who doesn't want to be first?

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Tesla Pitch  

Tesla Pitch work