Tesla Motors Toronto Debut Situation Statement Tesla Motors

Tesla Motors Toronto Debut

Situation Statement • Tesla Motors Inc. Is preparing for its Toronto debut in January 2011 • Tesla wants to create pre-order sales for its debut. • The company wants to position its vehicles as viable alternatives to gasoline cars. • It also wants to generate buzz for its cars in Toronto

SWOT Strengths • Fastest and most energy-efficient electric car on the market • Patented technology and other technologies • Jay Leno, Arnold Schwarzenegger and George Clooney • Strong website • Respected brand worldwide • Large access to capital Opportunities • Toronto is a new market for Tesla • According to Frost & Sullivan, the market for electric-based vehicles is expected to grow to approximately 10. 6 million units worldwide • Partnership with Toyota Motor Corporation • Volatility of oil market and industry Weaknesses • No economies of scale; small-scale operations and low sales volume • Expensive: can only cater to an audience with means • Narrow product line • Limited operating history Threats • Large motor companies devoting more resources to developing electric cars and cars fuelled by other alternatives • Limited charging infrastructure • Depressed market for luxury goods

Objective • Create 30 pre-order sales by the January 2011 debut of Tesla Motors in Toronto

Strategy • Use two exclusive events to generate preorder sales for the Tesla Roadster • Use the events to create hype for Tesla’s Toronto debut

Audiences • Corporate executives based in Eastern Canada – Live and work in Toronto or Montreal – Earn over $250, 000 annually – Trend setters in tech or sustainable business • Environmentally conscious car enthusiasts – Live and work in Toronto or Montreal – Earn over $250, 000 annually – Read auto publications

Key Messages • Corporate executives based in Eastern Canada – Lead the pack; go green by driving a Tesla • Environmentally conscious car enthusiasts – The Tesla Roadster exceeds performance and is guilt free • General – First Teslas available in Canada January 2011 in the Toronto showroom – Call 416 -555 -8899 for more information or to arrange a test drive

Tactics • Exclusive test drives with Jay Leno • Media kit for track day • Social media (news • Exclusive cocktail party at the releases, twitter, website, facebook, youtube) Toronto showroom • Info packages (online and print) • Celebrity interviews • Swag • Media kit for launch event

Evaluation • Number of pre-order sales on exclusive phone line (target: 30) • MRP for media relations campaign (target: 80%) • Face-to-face surveys and telephone follow ups from test drives • Consumer and media reviews • Adherence to critical path

Simplified Budget Activity Estimate Base Program Budget (Agency) $560, 000. 00 Includes media relations, media monitoring, exclusive event, monthly media relations, newsletters, press kits, showroom tour, social media, white papers and vehicle information kits Base Program Budget (In House) $100. 00 Includes dedicated telephone line for sales call monitoring Optional Projects Budget $34, 000. 00 Includes market evaluation, media coaching, messaging matrix, online monitoring and website archiving Subtotal (+/- 10%, taxes extra) $594, 000. 00