Tesla: route to India, route in India

Abstract

Research methodology

The case has been developed by using secondary sources of information.

Case overview/synopsis

Tesla’s much-awaited foray into the burgeoning Indian electric vehicle (EV) marketplace had hit the “high import tariff” roadblock. Discussions ensued and finally, Elon Musk, the CEO of Tesla and the Indian Government found common ground. The moot point of Tesla’s entry mode was resolved. Musk announced Tesla’s plan to set up an EV supply chain and manufacturing facility in the host country. This case discusses factors affecting location decision, market entry modes and international corporate-level strategies. Tata Motors sold affordable cars and was miles ahead in the EV race in India. Musk had to align Tesla’s India strategy with the company’s global strategy to woo the price-sensitive Indian consumers. What were the options available to him? This case examines different business-level strategic options that could help Tesla drive in the fast lane in India.

Complexity academic level

The case can be used in international strategy course at graduate level. It can also be used in a session on international marketing in marketing management course.

Citation

Singh, J. (2024), "Tesla: route to India, route in India", , Vol. 20 No. 5, pp. 1133-1146. https://doi.org/10.1108/TCJ-07-2023-0178