– Product form competition
On this level, competitive products are those which “look” similar to Tesla Model S and have most common features with it.
It could be: family electric car, Family car with other green energy resources (100%)
Nissan Leaf Hatchback – electric family car, five seats, price around $32, 780
Picture from: www.carsbloggoogle.blogspot.com
Chevrolet Volt – electric family car, five seats, price around $32, 780
Picture from: www.inhabitat.com
Picture fro: http://www.citroen.com/
– Product category completion
On this level, competitive products are those which have similar feature to Tesla Model S and fulfill the needs of the same target group of it.
It could be: Family car, environment-friendly vehicles
– Generic competition
On this level, competitive products are those which could fulfill the needs of the same target consumer group of Model S.
It could be: sports car, SUV, motorbike, other transportation tools like train and plane
– Budget competition
On this level, the definition of competition is much wider than the first three levels. Competition is based on the budget of target consumer group.
It could be: green energy electronics, sports center, golf clubs, organic food brands, educaion, financial investment, fashion brands and so on.
Future Competitors Analysis
Because electric car is a pretty new category in the automotive market, the biggest competition comes from Generic competition level. After five or ten years, when electric car has been widely accepted by the customers and step into the growth stage of life cycle, the main competition would move to the product form and category level.
That means when we design an advertisement for Tesla model S, we should first attract people into electric car category, then we persude them to buy our car. It is not wise to set other electric car brands as our main competitors for now, but those gasoline-fueled family cars with popular brands.