Tesla marketing report文档格式.docx
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Tesla marketing report文档格式.docx
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wealthofaSwissadult(50thpercentile)isfivetimeslowerthantheaverage,atUSD100,900(c.USD61,000atPPP).
Swissconsumershavenotsufferedasmuchasaresultoftheeconomicdownturn,ormorerecentlytheeurozonecrisis,comparedtoconsumersinotherWesternEuropeancountries.Bothannualdisposableincomeandconsumerexpenditurecontinuetorise,althoughmanySwissareconcernedaboutthestrongfrancanditsimpactonexportsand,inturn,itsimpactonthejobmarket.Forthemostpart,theSwissareexpectedtothrive,atleastintheshortterm,drivingcontinuedconsumerdemand.
2.1.1MarketDemographics(SwitzerlandDemographicsProfile2013)
Population
7,925,517(July2012est.)
Agestructure
0-14years:
15.2%(male621,785/female586,205)
15-24years:
11.7%(male471,703/female454,174)
25-54years:
44%(male1,754,394/female1,736,083)
55-64years:
11.9%(male470,295/female474,934)
65yearsandover:
17.1%(male584,809/female771,135)(2012est.)
Medianage
total:
42years
male:
40.9years
female:
43.1years(2012est.)
Populationgrowthrate
0.92%(2012est.)
Majorcities-population
Zurich1.143million;
BERN(capital)346,000(2009)
Sanitationfacilityaccess
improved:
urban:
100%ofpopulation
rural:
100%ofpopulation
Nationality
noun:
Swiss(singularandplural)
adjective:
Swiss
Ethnicgroups
German65%,French18%,Italian10%,Romansch1%,other6%
//www.bfs.admin.ch/bfs/portal/en/index/themen/03/04/blank/key/lohnstruktur/lohnverteilung.html
Wagelevel-distributionofsalaries
Frequencydistributionoftheemployeestothewagelevelclasses,2010
Netmonthlywage,privateandpublic(Confederation)sectorscombined
Degreeofemploymentandwagelevelclasses
Total
Women
Men
full-timeemployees
0-3000Swissfrancs
2,3
5,2
1,1
3001-4000Swissfrancs
12,6
24,6
7,9
4001-5000Swissfrancs
23,7
26,5
22,6
5001-6000Swissfrancs
20,9
16,8
22,4
6001-7000Swissfrancs
12,9
10,2
13,9
7001-8000Swissfrancs
8,3
6,0
9,1
8001+
19,3
10,7
23,0
100,0
Pricearrangefordifferentbrandwithdifferenttiems.
PricebetweenCHF90000-CHF140000
Type
Brand
Item
enginepower(hp)
pricearrange(CHF)
offroadvehicle
BMW
X6M50d
381
123660-125270
X5xdrive40d
306
91700
X3xdrive35d
313
98560
VW
Touareg3.0TSIhybrid
333
99000
Touareg3.1TDIBMT
245
94944-99900
VOLVO
XC70T6AWDSummum
304
90900
Audi
Q73.0TDI
102200
Mercedes-Benz
ML500Executive4M
408
122200
ML500blueeffExecutive4M
140400
Jeep
GrCherokee6.4SRT8
468
94900-99300
Porche
CayenneShybrid
106800
Cayennediesel
256
93260
LandRover
Discovery3.0TDV6HSE
99500
RRsport3.0SDV6HSEDyn
292
94628-138500
RRsport5.0V8SC
510
94218-105288
saloon
E350BTECAvgarde4matic
252
96905
E250CDIElegance4matic
204
91900
E400CabrioletAMGLinie
95430
S5Sport3.0TFSI
92180
FiskerKarma
Sports
127890
Coupe
Chevrolet
CovetteGS6.2
437
100154
CAMPRO2L1carbonEdition
590
109500
640dxDrive
320
109350
Lotus
Evora3.5V6S
351
112780
Nissan
GT-R3.8V6BiT
550
117500
Easte
CLS350CDI4Matic
265
95460-116740
CLS500CDI4Matic
125500
Juguar
XF3.0dV6
96300
S4Avant3.0TFSIquatt
RS4Avant4.2TFSIV8qu
450
102900-114400
S6Avant3.0BiTDIqu
420
92900-119900
A6Avant3.0BiTDIquattro
105900-112580
A6Avant3.0TDIquattro
93600
Convertible
F-typeS3.0V6S/C
109180-115280
F-typeS5.0V8S/C
495
143800-149900
650ixRvive
149999
SL350
141850
E350
109970
E400
95430-96200
S5Cabrio3.0TFSIquattro
90400
RS5Cabrio4.2TFSIquattro
125900-129900
Porsche
BoxsterS3.4
315
99800
PricebetweenCHF60000-CHF90000(willbedonebywheedong)
PricebelowCHF60000(willbedonebywheedong)
Currentmarketexistingbrandforhybridvehicleandelectroniccar.
TeslaModelSSalesMuchHigherThanSimilarlyPricedCarsFromMercedes,BMW,&
Audi
It’snearimpossibletodenythesuccessthatTeslaMotorshasbeenhavingasoflate.TheModelShasbeensellingextremelywell.Itsstockhasbeenclimbingtonewheights,ithasturnedaprofit,ithasannouncedthatitwillberepayingitsDOEloanfiveyearsearly,andthecompanyisgearingupforthereleaseofseveralnewmodelsoverthenextfewyears.Andnow,newdatafromLMCAutomotiveisprovidingagoodvisualforthatsuccess—showingthatTesla’sModelSissellingconsiderablybetterthansimilarlypricedcarsfromMercedes,BMW,andAudi.
ImageCredit:
LMCAutomotive
Duringthefirstquarterofthisyear,theTeslaModelSsoldbetterthan“anyofthesimilarlypricedgasoline-poweredcarsfromthetopthreeGermanluxurybrands,accordingtodatafromLMCAutomotive.”Roughly4,750peopleboughtaModelSEV,comparedtothe3,000orsothatboughtMercedes’top-levelsedan.
Obviously,though,thisisn’tanexactcomparison.As
CNNMoney
notes:
“ActualsellingpricesfortheMercedesS-classsedanstarttowardtheupperendoftheTeslaModelSpricerange,accordingtotheautopricingWebsiteTrueC,whilepricesfortheothercarsareatthelowerend.Andnobodygetsa$7,500federaltaxcreditforabuyinganS-classoranA8.Also,Mercedes-Benz,BMWandAudieachsellafullrangeofcarsandSUVswhileTeslabuyershaveonlyonemodeltochoosefrom.”
Regardlessofanyofthat,though,it’sanimpressivefeat—Teslahascarveditselfoutasignificantchunkofthemarketinjustadecade.WiththereleaseofitsSUV—theModelX—nextyearandthereleaseofitsmore-affordable
4thproductionmodelsometimearound2017,thefuturelooksverybrightforthecompany.
Inrelatednews,Tesla’sModelSwasrecentlycalled“possiblythebestcarthatwehaveevertested”byConsumerReports—
achievingascoreof99/100.TheonlyothercartoachievesuchahighscorewastheLexusLS460backin2009.Theonlycriticismwastheinabilitytodriveextremelylongdistanceswithoutrechargingorbeingabletorechargeveryquicklyonsuchadrive.
ModelNo
Specification
Price
S
$63,570
X
onreservephase
Roadster
Salesandmarkets
TeslaMotorsreported520reservationsfortheModelSduringthefirstweekafterthecarmakerbeganacceptingdepositsonlineandatshowroomsinCaliforniaonMarch26,2009.TheveryfirstModelSwasreservedforTeslainvestor
SteveJurvetson.Teslarequireda
US$5,000
depositforaregularModelSanda
US$40,000
depositfortheSignatureSeriesModelS.BymidDecember2010,Teslaannouncedthatthereservationc
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