Tesla should be considered a new high-tech automaker that produces and sells high-end electric vehicles and powertrains. Using its competitive advantage, the automaker has positioned itself through its technological leadership and by exploiting its competitive differentiation. It's about providing highly reliable and environmentally friendly vehicles with the benefits offered by most premium cars already on the market and beyond. There is no doubt that this segment-leading technology will continue to evolve, but more importantly, the list of patents held by the company will protect against new entrants and imitators, allowing Tesla to dominate the market in the short term while preserving the future of the electric vehicle segment. This is what defines. It is also important to mention the expertise that the company has been able to create and the culture of innovation that it intends to perpetuate. Since its inception, its company's strategic positioning in an environment fueled by innovation has proven to attract many necessary and ambitious key players who cooperate both outside and inside the company. The best example is that Tesla partnered with Lotus to manufacture the Tesla Roadster, a vehicle that managed to successfully confront, unlike its predecessors and current competitors, autonomy and performance. The company is aware of the threat posed by other companies' intentions to launch hybrid or electric vehicles, most likely priced to mass retail, creating a very competitive environment for years to come. At this point, the company is already competing not only with the automotive market as a whole, but also with already commercialized "green" cars, such as hybrid vehicles and plug-in hybrids. Until the end of 2010, the company opened exclusive stores in major metropolitan areas of...... middle of paper ...... decrease. On the other hand, if electric vehicle consumption trends increase, the company should be in a good position to create economies of scale and tackle sales, as its technology and products are already exposed and growing . This market growth scenario will lead other companies to introduce opponents to Tesla products, although the opportunity is currently on the table to show consumers Tesla's breakthrough in EV technology. Tesla's intense research and development may lead the company to innovate and produce lower-cost electric vehicles that actually pose a threat to the company, as many other low-cost electric vehicles are already on offer. Tesla nevertheless offers premium vehicles where other premium vehicles do not compete, such as Mercedes, Audi and BMW. This is important to note because the brand value could increase as it can be compared to brands that have long track records of success..