TESLA
Dominant Design
Tesla has been around since 2003. The first car they they have developed and produced was 2008 Tesla Roadster. Has it become a significant player in establishing a dominant design for a car industry? Let’s look.
Tesla’s approach is unique and is truly innovative. They are on the mission to create a superb electric vehicle and, thus, are involved in the complex process of making a truly incredible car that has so much new inside it, whilst, still being a car in the shape that everyone is used to. Tesla is on the mission to transform people perceptions and show that the electric is the future. The more the process and the technology is complex, than it will be more politically and socially questionable, thus it will take some time until the key stakeholders will recognize to a full extent, what the company is trying to deliver – the final value within the total product and, ultimately, become a dominant design in the car market.
The notion of dominant designs refers to dominance in the market which is assumingly due to market selection forces. Thus, Tesla is on the mission to change the de facto and de juro within automotive industry, that is car has to be with petrol or diesel engine.
Tesla has definitely drawn attention to the EV vehicles market by the largest players in the automotive industry nowadays. VW, BMW, GM, Toyota, Honda and many other car manufacturers have rolled out their interpretation of the EV vehicle since thestart of production of the Model S in 2012. It is now clear that the market is in the Fluid phase, where many key players in the market are already aware about the possible «next big business» and, thus, take the risk and develop their interpritation of the EV vehicle. The market, at the moment, is at the stage of the experimentation with designs, technology and other components of the car, that will eventually bring the market to a new dominant design .
Importantly, it also to do with the diffusion stage that determines the dominant design, because, what important, is the final consumer, and thus companies have to compete and find out the right “mix” and “recipe” for the perfect EV car that consumers will love and prefer instead of the current dominant design -diesel and petrol vehicles. Additionally, when developing the EV vehicle, companies have to think about the needed infrastructure i.e. chargers.
Tesla has set the path for automotive industry for the next decades and the key players have recognized it. It is safe to say that EV vehicles will prevail by the 2030 and there are many reasons fro this. The most noticeable is the fact, that governments of the developed economies realize the potential of the EV vehicles in solving many of the world problems regarding energy efficiency and pollution problems, and so, by many of them, actions have been already taken to encourage both development, production and demand for such cars in the nearest future.
So, until it becomes the next dominant design, the diffusion of this innovation is whats holding back the pace with which the future is spreading across the globe.