46th Annual Society for Case Research & Global Jesuit Case Series Summer Workshop 2024

Experience level: 
Intermediate
Intended Audience: 
Faculty
Authors: 
Steven M. Cox, Bradley W. Brooks, James Foster

Tesla Opens Its Super Charging Stations to All EVs

In mid-2023, competitor brands of electric vehicles (EVs) were collaborating with Tesla, the dominant brand in the growing EV market, just months after Tesla, along with its founder and CEO Elon Musk, had created upheaval in the market. Tesla’s stunning 2002 announcement had meant Tesla would begin forgoing one of its competitive advantages. The market leader, Tesla, would soon be allowing consumers of other EV brands access to its vast network of charging stations. Current Tesla owners, many of whom paid premium prices in part because of the availability to Tesla’s network of charging stations, however, were highly upset. For many Tesla owners the exclusive supercharger network was part of Tesla’s value proposition and Musk gave it away. This case facilitates the application of marketing strategy within business policies as a market moves from Introduction into Growth.