Policy Changes, Market Competition and Digital Marketing: The Multidimensional Development Path of Tesla

Engineering notes

Key topics: full self-driving, self-driving, tesla. See the paper for implementation details and experimental results.

Chinese explanation / 中文解读

中文解读待补充：本站会优先为端到端自动驾驶、BEV感知、3D目标检测、轨迹预测、路径规划、LiDAR感知等高价值论文补充中文说明。

Original abstract

This study is based on case analysis and has three dimensions: policy changes, market competition and digital marketing which represent Tesla's multidimensional development. The study indicates that in differentiated policy regimes such as China, Europe and the United States, Tesla has proven to be globally adaptable, while simultaneously being impacted by geopolitical and supply chain localization pressures. On the competitive side, the pattern now is that Tesla has three tracks of technology where it is clashing with Build Your Dreams and Toyota, while its brand and intelligence edge is being undermined by its slow pace of product iteration. The direct sales and social media model, which are dependent on a zero-advertising approach, are in dire need to advance in terms of user operations, and set examples in terms of efficiency, for digital marketing. Tesla should further strengthen the regional localization cooperation at the policy level to avoid the risks of geopolitics, increase the frequency of product iteration in the market competition and develop into lower-tier markets. Meanwhile, it must investigate the process of moving away from an advertising-free model to targeted user interactions and a community fission mode, to create a more sustainable growth model. The results of this study indicate that the major keys to Tesla's future development are the introduction of new models, commercialization of Full Self-Driving and a new brand-cost balance.

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