servant leadership.

MARKETING 2018
19th Edition
ISBN:9780357033753
Author:Pride
Publisher:Pride
Chapter17: Advertising And Public Relations
Section17.2: Greenwashing Harms Companies And Consumers
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Conduct additional research and argue whether value-based leadership is applied at Tesla. Focus your answer on servant leadership.

Read the Case Study below and answer Q.1.1 - Q.1.3.
Tesla was founded in 2003 by a group of engineers who wanted to prove that people didn't need
to compromise to drive electric - that electric vehicles can be better, quicker and more fun to drive
than gasoline cars. Today, Tesla builds not only all-electric vehicles but also infinitely scalable clean
energy generation and storage products. Tesla believes the faster the world stops relying on fossil
fuels and moves towards a zero-emission future, the better.
Launched in 2008, the Roadster unveiled Tesla's cutting-edge battery technology and electric
powertrain. From there, Tesla designed the world's first ever premium all-electric sedan from the
ground up - Model S - which has become the best car in its class in every category. Combining
safety, performance, and efficiency, Model S has reset the world's expectations for the car of the
21st century with the longest range of any electric vehicle, over-the-air software updates that make
it better over time, and a record 0-60 mph acceleration time of 2.28 seconds as measured by Motor
Trend. In 2015, Tesla expanded its product line with Model X, the safest, quickest and most capable
sport utility vehicle in history that holds 5-star safety ratings across every category from the
National Highway Traffic Safety Administration. Completing CEO Elon Musk's "Secret Master Plan,"
in 2016, Tesla introduced Model 3, a low-priced, high-volume electric vehicle that began production
in 2017. Soon after, Tesla unveiled the safest, most comfortable truck ever - Tesla Semi - which is
designed to save owners at least $200,000 over a million miles based on fuel costs alone. In 2019,
Tesla unveiled Model Y, a mid-size SUV, with seating for up to seven, and Cybertruck, which will
have better utility than a traditional truck and more performance than a sports car.
Tesla vehicles are produced at its factory in Fremont, California, and Gigafactory Shanghai. To
achieve its goal of having the safest factories in the world, Tesla is taking a proactive approach to
safety, requiring production employees to participate in a multi-day training program before ever
setting foot on the factory floor.
© The Independent Institute of Education (Pty) Ltd 2022
20; 21; 22
Page 3 of 5
2022
From there, Tesla continues to provide on-the-job training and track performance daily so that
improvements can be made quickly. The result is that Tesla's safety rate continues to improve while
production ramps.
To create an entire sustainable energy ecosystem, Tesla also manufactures a unique set of energy
solutions, Powerwall, Powerpack and Solar Roof, enabling homeowners, businesses, and utilities to
manage renewable energy generation, storage, and consumption. Supporting Tesla's automotive
and energy products is Gigafactory 1 - a facility designed to significantly reduce battery cell costs.
By bringing cell production in-house, Tesla manufactures batteries at the volumes required to meet
production goals, while creating thousands of jobs.
And this is just the beginning. With Tesla building its most affordable car yet, Tesla continues to
make products accessible and affordable to more and more people, ultimately accelerating the
advent of clean transport and clean energy production. Electric cars, batteries, and renewable
energy generation and storage already exist independently, but when combined, they become even
more powerful - that's the future we want.
Transcribed Image Text:Read the Case Study below and answer Q.1.1 - Q.1.3. Tesla was founded in 2003 by a group of engineers who wanted to prove that people didn't need to compromise to drive electric - that electric vehicles can be better, quicker and more fun to drive than gasoline cars. Today, Tesla builds not only all-electric vehicles but also infinitely scalable clean energy generation and storage products. Tesla believes the faster the world stops relying on fossil fuels and moves towards a zero-emission future, the better. Launched in 2008, the Roadster unveiled Tesla's cutting-edge battery technology and electric powertrain. From there, Tesla designed the world's first ever premium all-electric sedan from the ground up - Model S - which has become the best car in its class in every category. Combining safety, performance, and efficiency, Model S has reset the world's expectations for the car of the 21st century with the longest range of any electric vehicle, over-the-air software updates that make it better over time, and a record 0-60 mph acceleration time of 2.28 seconds as measured by Motor Trend. In 2015, Tesla expanded its product line with Model X, the safest, quickest and most capable sport utility vehicle in history that holds 5-star safety ratings across every category from the National Highway Traffic Safety Administration. Completing CEO Elon Musk's "Secret Master Plan," in 2016, Tesla introduced Model 3, a low-priced, high-volume electric vehicle that began production in 2017. Soon after, Tesla unveiled the safest, most comfortable truck ever - Tesla Semi - which is designed to save owners at least $200,000 over a million miles based on fuel costs alone. In 2019, Tesla unveiled Model Y, a mid-size SUV, with seating for up to seven, and Cybertruck, which will have better utility than a traditional truck and more performance than a sports car. Tesla vehicles are produced at its factory in Fremont, California, and Gigafactory Shanghai. To achieve its goal of having the safest factories in the world, Tesla is taking a proactive approach to safety, requiring production employees to participate in a multi-day training program before ever setting foot on the factory floor. © The Independent Institute of Education (Pty) Ltd 2022 20; 21; 22 Page 3 of 5 2022 From there, Tesla continues to provide on-the-job training and track performance daily so that improvements can be made quickly. The result is that Tesla's safety rate continues to improve while production ramps. To create an entire sustainable energy ecosystem, Tesla also manufactures a unique set of energy solutions, Powerwall, Powerpack and Solar Roof, enabling homeowners, businesses, and utilities to manage renewable energy generation, storage, and consumption. Supporting Tesla's automotive and energy products is Gigafactory 1 - a facility designed to significantly reduce battery cell costs. By bringing cell production in-house, Tesla manufactures batteries at the volumes required to meet production goals, while creating thousands of jobs. And this is just the beginning. With Tesla building its most affordable car yet, Tesla continues to make products accessible and affordable to more and more people, ultimately accelerating the advent of clean transport and clean energy production. Electric cars, batteries, and renewable energy generation and storage already exist independently, but when combined, they become even more powerful - that's the future we want.
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