Target group

The Tesla Model S is an electric car. The consumers, who are interested in this car, are thus likely to be conscious about the environment and the damage they cause when consuming or using products. Even though it is not explicitly stated by Tesla, this car is targeted at men. The Tesla Model S offers fast acceleration speed, sports car like, aerodynamic appearance, and compared to other electric cars a high top speed. Furthermore this car has a relatively large driving range on one charge. Taken all this into account it can be concluded than men are the main target for this car. But what kind of men are we talking about? What segment within the huge group of ‘men’ could be interested in an electric sports car? With its seven seats, the car is aiming to transport multiple people as opposed to regular sports cars. This allows the driver to transport his family and friends. The car costs 49900 US dollars (approximately 34800 euros). This is a relatively high price and thus can only be bought by people with middle or high income, who usually also have a high education level. With other words, this car is targeted at people (mainly men) with a successful career, a high education level and who is conscious about the environment. The car is with its spacious interior especially interesting for fathers with children and wife.

According to GE Reports*, the (potential) buyers of electric cars can be divided into three main categories. The categories are based on the type of motives of people to buy an electric car. The three segments are (1) environmental conscious people who support sustainability, (2) technology and car driven people who are interested in cutting edge innovation and (3) frugal travellers whose main goal is to (permanently) reduce their travel costs. Based on the characteristics of the target group described above, buyers of the Tesla Model S could be mainly divided into the environmental conscious (1) and the technology and car driven (2) segments. The different perceptions of the different groups can be found on the images below *. For the GE Report, respondents indicated their attitude towards different statements. Both the total scores as well as the segment-related scores per statement are shown.

(* Source: http://www.gereports.com/ges-consumer-survey-whos-most-likely-to-buy-an-ev/)

 

Target group