The automotive industry is going through an innovation shift where manufacturers are trying to achieve new heights of technological and design innovations every day to lure customers. Tesla Motors, Inc. is an American automotive company which is well renowned in the market for manufacturing luxury electric vehicles. Tesla is swiftly pioneering in the automotive industry leveraging information and technology systems (IT/IS) with a combination of highly intelligent hardware and software system (Newcomb, 2015, para. 3). The technology and IS integrated in the Tesla cars permit Over-the-Air (OTA) software updates and Autopilot features. OTA was first launched in Tesla cars in 2012 with Model S (Newcomb, 2015, para. 3). Since the adoption of “OTA software update” technology in tesla cars, it has created a competitive advantage for the company over other well established automotive manufacturers including BMW, GMC, Ford and others who are still trying to develop and integrate the OTA technology in their cars (Zhang, 2016, para. 2). This paper analyzes implementation of hands-free and feet-free travel experience also called Autopilot feature in Tesla cars powered by Over-the-Air IS technology. First, this paper describes a brief background of Tesla Motors Inc., current information system trends and their requirements in automotive industry, and Tesla’s competitors. Second, the paper analyzes OTA technology used to push firmware updates, support autopilot, and its influence on automotive industry. Third, the paper presents tesla’s competitive environment in automotive industry, its trading partners, and how tesla is leveraging OTA for sustainable competitive advantage. Next, the paper analyzes economic feasibility to implement autopilot supported by OTA in all models, compares best case, worst case, most likely case and its value towards the success of the company. Lastly, the paper explains organizational implementation of self-driving cars powered by OTA at a large scale.

1. Tesla’s Self-Driven Electric Cars
Powered by Over-the-Air (OTA)
Technology
Ghanesh Kulkarni
ISM 6026
April 18th, 2016
1

2. 2
$2.7 B
$35 B
0
5
10
15
20
25
30
35
40
2015 2022
Recall Cost
Sage, A. (2015, September 29). Big Auto look to tech companies to fix cars over the air. Retrieved 03/28/2016 from
http://www.reuters.com/article/us-autos-wireless-idUSKCN0RT0BV20150929
Fig. 1: Estimated Car Recalls by 2022

3. 3Preview
The Context
The Technology
Competitive Environment
The Economics
Organizational Implementation

4. 4
The Context
32,000 Road Fatalities
US
$1.3 Trillion
Global
$5.6 Trillion
Fig. 2: Accidents Cause Damage to the Society
Fig. 3: Autonomous cars will contribute to Economy

5. 5
The Context
IT Influence on
Automotive Industry
Tesla’s Founders
Fig. 4: Tesla pioneering automotive innovations
Fig. 5: They founded Tesla Motors in 2003

6. 6
The Technology
Fig. 6: Over-the-Air Connectivity Fig. 7: Updates pushed via Network
Fig. 8: Car’s Internal
System Architecture

7. 7
The Technology
Fig. 9: Auto-pilot Features
Fig. 10: Tesla’s Phone App

8. 8Competitive Environment
Fig. 11: Tesla’s Competitors
V/S
Tech Competitors Traditional Automakers

9. 9Competitive Environment
Strength
1. Environment Friendly Image
2. Integrated IT Platform
3. Brand Positioning as Innovative
and Technology Company
4. Direct to Customer Business
Model
5. Supercharging Stations
6. Business Partners and Investors
Weakness
1. Delays in Production
2. Limited Product Line
3. Lack of Experience in
Automotive Industry
Opportunities
1. Increased Production from
Gigafactory
2. Increased Environmental
Awareness
3. First Movers Advantage
Threats
1. Experienced Industry Leaders
2. Regulatory Restriction could
discourage Auto-Pilot R&D
Efforts

10. 10
The Economics
 2015 Gross Revenue: $4.05 Billion
 2015 Net Income: $923.50 Million (35% increase from 2014)
 30% Profit Margin
 Investing $5 Billion on construction of Gigafactory
 Actively Increasing Network of Supercharging Stations
 Focused on building a pool of Talented Automotive
Professionals
Major Highlights from Annual Report Submitted to
Security and Exchange Commission (SEC), 2016
SEC.gov. (2016, February 2). Form 10-K - Annual report. Retrieved 04/01/2016 from
http://www.sec.gov/Archives/edgar/data/1318605/000156459016013195/0001564590-16-013195-index.htm

11. 11
The Economics
Impact on Cost V/S Value Addition
 Manufacturing Cost per Vehicle $62,000
 Autopilot Activation Charge $3,000
 80% Owners paid Activation Fees in 2015
Fig. 13: Best CaseFig. 12: 5 year Projections

12. 12
The Economics
Fig. 15: Most Likely Case
Fig. 14: Worst Case (23% less than best case)

13. 13
Organizational Implementation
Fig. 16: Critical Risks

14. 14
Organizational Implementation
Fig. 18: Critical Success Factors
2-3
Years
Fig. 17: Estimated Time Line 2 to 3 Years

15. 15
Owning a Non-Autonomous Car in Fifteen Years
from Now Will be Like Still Owning a Horse
– Elon Musk

16. Thank You!!
?
16

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