Tesla | Model 3
Recharging an iconic brand and accelerating the world's transition to sustainable energy.
Tesla announced the Model 3 as the third phase of a master plan to accelerate the world’s transition to sustainable energy. The Tesla Model 3 represents one of the most successful product launches and the most successful electric vehicle (EV) in history.
Tesla Model 3 launch website
When Tesla first launched the Model 3, it was more than just a car. It was a vision of the future, where sustainable energy was the norm, and electric vehicles were the standard. A few years later, that vision is becoming a reality.
Client overview:
Tesla is an American company that specializes in electric automotive and residential solar energy products. The company was founded in 2003 by a group of Silicon Valley engineers who wanted to prove that people didn’t need to compromise between comfort and responsible transportation. These values express themselves in every product and every brand touchpoint. The name, “Model 3” represents Tesla’s 3rd distinct phase in transitioning the world to sustainable energy and shows us that a better lifestyle is possible for both people and the planet.
Business rationale:
As the third horizon of Tesla’s master growth strategy, the announcement of the all-new Model 3 would assuage growing concerns about the company’s long-term viability. Tesla has been known to generate high levels of interest and anticipation for each launch event (Roadster, Model S, Model Y, etc.), and the Model 3 launch was no different. Building on the momentum of previous Model launches, we used the Model 3 launch to tell a more complete brand story and highlight the distinct value propositions of the Model 3 vehicle.
Brand mission: To accelerate the world’s transition to sustainable energy.
Global problem:
CO2 emissions continue to rise
Approximately 53k deaths annually are attributed to transportation emissions
2.3°F increase in global temperature
Most electric vehicle (EV) models lack practical safety and performance
The few high-performance EVs on the market are prohibitively expensive for most Americans
Autopilot features were considered highly experimental and unsafe
Product vision: Tesla Model 3
Attract a new audience as part of a long-term growth strategy
Leverage the existing brand to extend the product portfolio
Specific product features are meant to appeal to a wider demographic
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Safety – 5-star rating in every safety category with Autosteer+
Speed – 0-60 in 3.6 seconds
Performance – dual-motor, all-wheel-drive capability
Affordability – $35k entry-level pricing
Freedom – up to 351 miles on a single charge
Product launch approach:
Model 3 brand concept
Exclusive Model 3 launch event
Model 3 product launch
Visual design
Exclusive event email e-vite and RSVP landing page
Event presentation
Product launch
Results summary
Record event RSVP and overall attendance
Pre-order limits reached in less than 24-hours
Top 10 best-selling EVs from 2016 to present