Tesla Motors 

 

 

  The major motivation to launch model X likely in terms of technology push(Routhwell & Zegveld,1985). According to the vehicle market before 2013, the traditional gasoline and diesel powered car likely to be the major contribution to the vehicle sale volume. The market share of electric vehicle seems to be limited and slow-develop(See diagram1 below). The traditional ideas and the technology difficulties of electric car seems to resulted in this situation that time. From the market angle, there was no obvious demand to electric vehicle that time(see diagram1 below), after Tesla launched their first model in 2013, which proved the electric car could be more safer and more effective than traditional powered car with a relative cheap price. This event in some level impacted the market situation according to the change of the consumers' attitudes to the electric vehicle(see diagram2 below). The booming needs in the marketplace and the effective social discourses of new energy vehicle formed the market pull. The stimulation from market pull not only expanded the market size of electric vehicle so that attracted more enterprises entered into this market, but also engaged Tesla to explored and developed the electric vehicle based on the existed base farther. In 2015, Tesla released new vehicle model-Model X, which seems to be more advanced model compare with Model S. The competition in 2015 in electric vehicle market seems to became more fiercer than few years before(see diagram 2 below), according to the success of Tesla, the expectation from market to Tesla seems to be higher than to other brand in the same industry. In order to satisfy the market demand, the company need to pay more attention and resources to the product R&D so that improve their related technology to establish attractive vehicle(market pull).