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Persona Model S

Persona Model S

The target group

The target group for the ad of the Tesla Model S is people who want to buy a family car, a sedan with a lot of cargo space (more than typical sedans, since there is no engine that takes place). They also need a lot of seats, since there are 5 adult seats and 2 children seats. So the target group is a large family with 3 or more children.

The target group is young families since there are 2 children seats and these young families drive around a lot and with a green car they can save a lot of money on fuel. Another advantage of Model S is that you get $7.500 tax return. It is no problem to use the car for a holiday. Since the car is available with 1 till 3 battery packs (160 miles (257 km), 230 miles (370 km) or 300 miles (482 km)). And the charging takes only 45 min.

The price of the car with one battery pack is $49,900 (€33,763.5). The initial investment is quite large, so only the wealthier people can buy this car. Because it is a green car the purchase is quite expensive, but the usage is much cheaper, probably only high educated, forward thinking people will buy this car.

Model S also focuses on performance a lot, this is why probably male customers will buy it more than woman. It is able to go from 0 till 66  miles in 5.6 seconds. It has a 17 inch touchscreen and 3G connectivity. There is also a focus on safety, but it is not as  much the focus as on performance. Model S is engineered with the intent to achieve 2012 5-star NHTSA safety ratings. So probably the young dad (35 years old) with three or more children will buy the car.

Product description

Company:

TESLA MOTORS was founded in 2003 by a group of intrepid Silicon Valley engineers who set out to prove that electric vehicles could be awesome.  It is currently the only automaker building and selling a zero-emission sports car in serial production. Tesla’s battery packs and powertrains help to lessen global dependence on petroleum-based transportation and drive down the cost of electric vehicles. And the advanced technology helps to increase affordable electric car to consumers. By cooperating with other car manufacturers, the company hopes to put more electric cars on the road.

Star product: The Tesla Roadsterwas the first highway-capable all-electric vehicle in serial production available in the United States. It hit the streets in early 2008 as a car with no equal. Two years later, over 1,500 Roadsters drove emissions-free in more than 30 countries.

Feature (Character):

As family car: Comfortable driving experience, enough space.

Telsa Model S offers comfortable surroundings to driver: Smooth, uninterrupted acceleration, control in an instant, feedback and information within arm’s reach. The Model S offers luxurious space, seating for five adults and two children, and a second cargo area under the hood, which offers more space than typical sedans.

As electric car: Selectable battery, convenient and quick charge.

When purchasing one electric car, consumer can choose from one of three battery pack options to suit typical driving needs: 160, 230, or 300 miles per charge. Charging battery is very easy. The Model S is engineered to plug into nearly any outlet, anywhere in the world. Regular wall outlets carry an electrical feed of 110 volts at either 12 or 15 Amps and charge slowly. A 220 volt outlet, such as clothes dryer outlet, can charge Model S from empty to full overnight. Model S is capable of recharging in 45 minutes using a fast charging station.

As vehicle: Great acceleration and speed performance

Model S performance is second to none. The Model S powertrain features a liquid-cooled, floor-mounted battery pack and single-speed gearbox. The Model S powertrain offers instant torque at the driver’s request. Though designed for comfort, safety, and utility, the coveted Model S does not sacrifice performance. Command control and the Model S deliver the power, acceleration and precise handling of a sports car with quiet simplicity. Model S manages from 0 to 96 kmh in 5.6 seconds and the top speed is 195 kmh.

Model S: Your first choice

The body design is of stamped aluminum and provides top-notch aerodynamics, style, and safety. The streamlined Model S is a product of unprecedented teamwork between aerodynamicists and designers. Every millimeter of the body has been evaluated using computer simulations and wind tunnel testing to produce second-to-none aerodynamic qualities. The 17-inch touch screen with in-car 3G connectivity means quick access to streaming radio, GPS navigation, restaurant recommendations, and movie show times.The price starts from $50,000 USD, which is within our price range required.

(image source: http://www.teslamotors.com/models/gallery)

I am

Like movie, like music

Like reading, like dreaming

Usually frugal, occasionally luxury

Sometimes working hard, sometimes wasting time.

I am not special, I am very special

I am a master in Design for Interaction

I am Wei Zhang

Like freedom, like challenge

Like singing, like laughing

Usually outgoing, occasionally solitary

Sometimes firm in believes, sometimes lost in struggling

I am not special, I am very special

I am a master in Strategy Product Design

I am Zeng Sijie

Like tennis, like sun

Like laughing, like sleeping

Usually strong, occasionally fragile

Sometimes fighting for fairness, sometimes sad about injustice

I am not special, I am very special

I am a master in Integrated Product Design

I am Linda Giesselink 

Model S, future green fashion

Hello everyone, welcome to our Blog! We are three master students from TUDelft University in the Netherlands. And we are from SPD (Strategic Product Design), DFI (Design for Interaction) and IPD (Integrated Product Design). Thus our group is a combination of three majors in our faculty Industrial Design Engineering! This blog is set up to show our design process for ID 5651 Adverting course. Please leave your comment and tell us your opinion with our design process and concepts.

The advertising course is an interactive course in which students have to design a 30-second television ad. Students need to present their ad during a final ad contest. Of course, the best ad will be rewarded with the 2011 and final best ad reward. This year the challenge is to design an ad for an electric family car ( price estimate between 25.000 and 40.000 Euro).

Please communicate with us with our blog! The following picture shows our group members.