Harvard Business Review

JANUARY 3, 2024

Norway, and other Scandinavian nations were early adopters of EVs, and Germany and Japan have long been automotive powerhouses, their EV markets have lagged in mass market adoption compared to China. What can companies looking to scale up their innovations learn from their approach? While the U.S.,

Marketing 23

Marketing Mass Marketing Early Adopters Automotive 23

Harvard Business Review

JULY 25, 2016

It outlined Tesla’s automotive strategy and it has been pretty much followed to the letter. The second installment moves Tesla beyond the traditional car market, with a plan to reconfigure our cities, energy systems, and our impact on the environment. The first installment had been written in 2006.

Strategy 8

Strategy Automotive Mass Marketing Business Model 8

Harvard Business Review

APRIL 15, 2014

If you’re in automotive, you might look at other highly regulated industries, like healthcare and finance, which manage to experiment considerably despite stringent regulatory environments. They have been able to release Google Glass to the public before it’s ready for mass market use. Look across adjacent industries.

Brand 8

Brand Productivity Products Mass Marketing 8

Harvard Business Review

AUGUST 2, 2016

In retrospect, perhaps the company could have remained in charge and made money had it kept to its initial “niche” market for wealthy Chinese people and expats. But by going for the mass market to reach higher valuation and to fuel its larger platform strategy, Uber brought on extra challenges.

Marketing 8

Marketing CEO Mass Marketing Price 8

Harvard Business Review

JUNE 15, 2017

For example, Suzuki, known in America for its motorcycles, holds 47% market share in India’s car market. Homegrown automotive companies such as Tata Motors can be formidable partners or competitors. Unlike Bentley or Rolls-Royce, GM is a mass-market car company in the U.S.

CEO 10

CEO Long-term Short-term Mass Marketing 10

Harvard Business Review

SEPTEMBER 16, 2015

These days, Tesla is the darling of the automotive world. But many of its strategic moves — A factory in Nevada that will crank out many times more batteries than the company can use? Turning over its patents to competitors? — can still seem quixotic, if not self-destructive. Let me explain.

Strategy 8

Strategy Mass Marketing Franchising Early Adopters 8