Tesla is to be considered as a new high-tech car company that produces and sells electric vehicles and powertrains of the highest level. Using its competitive advantage, the automaker has positioned itself through its technological leadership and by leveraging its competitive differentiation. This means providing environmentally reliable vehicles with the benefits offered by most premium cars already on the market and beyond. There is no doubt that this segment-leading technology will continue to evolve, but more importantly, the list of patents held by the company will protect against new competitors and imitators, allowing Tesla to dominate the market in the near term while the future of the electric vehicle segment is defined. It is also important to mention the skills that the company has been able to create and the culture of innovation that it intends to support. From the beginning, his company's strategic positioning in an environment that thrives on innovation has proven to attract many necessary and ambitious key players who collaborate both externally and internally to the company. The best example is that Tesla collaborated with Lotus to produce the Tesla Roadster, a vehicle that successfully addressed, unlike its predecessors and current competitors, autonomy and performance. The company is aware of the threat of other companies' intentions to market hybrid or electric vehicles, most likely at mass distribution prices, creating a very competitive environment for years to come. At this point the company is already competing not only with the automotive market in general, but also with already marketed “green” cars, such as hybrid and plug-in hybrid vehicles. Until the end of 2010, the company opened exclusive stores in major metropolitan areas in......middle of paper......decrease. On the other hand, if consumer trends for electric vehicles increase, the company should be in great shape to create economies of scale and address sales, as their technology and products are already on display and growing. This market growth scenario will lead other companies to introduce opponents for Tesla products, although there is currently an opportunity to show consumers Tesla's breakthrough in electric vehicle technology. Tesla's intense research and development can lead the company to innovate and produce low-cost electric vehicles which actually pose a threat to the company, as many other low-cost electric vehicles are already offered. However, Tesla offers high-end vehicles where other classy vehicles do not compete, such as Mercedes, Audi and BMW. This is important to note as the value of the brand may increase as it can be compared to brands that have a long history of success.