Marketing survey on Tesla from ESSEC (French business school)

MelindaV

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#1
A student from the french business school ESSEC is looking at Tesla and the Model 3 for a marketing project and posted a questionnaire and request for responses via the TeslaMotors forum.
Thread on TM forum with the student's request (attempted to quote the student's description of the survey here, but was spam blocked)
The survey took less than 5 minutes and is all "scale of 1-5" responses. So assuming if you are reading this, you have 5 minutes (took 2x as long to attempt to add this post here - Come on @TrevP , ease up on the forbidden errors please). And if needing to brush up on your french, you are given both english and french for the questions to choose from :)
Direct link to survey
 

TrevP

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#2
I'll go have a look at the survey.

Folks, if you get error messages while trying to post please take a screen snapshot and note the time and your IP address and email it to me (use the contact form) I need this information to send to the hosting provider to loosen up the mod security rules. I can't do it myself unfortunately. Thanks
 

Michael Russo

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#7
Done. Any chance to get results from this survey ?
@Thierry Henry , had not seen @MelindaV original post as I only joined mid-October... I'd complete the survey too yet afraid the student project may be over by now... here is the link to the ESSEC website...
http://m.essec.edu/fr/contact/
They may not respond between Christmas & New Year but I'll try to call tomorrow anyways to enquire about results... ... :)
 

Michael Russo

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#8
Folks, finally got the results of the study by this French student within a PowerPoint file... I'll try to see if I can attach it from the laptop tomorrow... can't get it to work from my iPhone though I managed to save it in Notes... :confused:
Anyways, nothing revolutionary I'm afraid... it is interesting though I've got some methodology questions which of course somehow affect the outcome & key conclusions... Stay tuned... ;)
 
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#9
Michael Russo finally received written approval from the student that created the survey and allowed us to publish their presentation on the forum. Here is the file that Michael received and kindly shared with me.
Let us know what you think about this (I'll post my own comments in the next reply). Bear in mind that this survey and presentation had been created back in Q2 2016 ... since then a lot more information have been shared by Trevor and Kenneth :)
 

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#10
Here are some comments from the careful reading of the study ... only my modest opinion open for feedback :)

Overall, I would personally take the output of the study with a "10 pound" grain of salt ...

1. Volume will not just be Model 3. Combination of Model S + X + 3 should add-up to 500 K vehicle sold. That leaves “only” 400K model 3 yearly (assuming 100K model S+X)
2. Respondent (slide 24) : biased toward students/retired people and French. Can’t reconcile left and right pie charts
a. 280 respondents 35% students (!) 28% retired (!), 3% execs
b. 37% French (!), 20 Rest of EU, 25% NAM, 18% rest of the world
3. 5 segments : exclude “familial” because of too low budget
a. Why redirect Sporty to Model S or X when performance would be at least comparable if not better on Model 3 ? and with a price expectation of less than US$30K, they will never buy a Model S. Even CPO are still in the range of US$60K for the most affordable.
b. “Ecologist” are the one to value more the car and put the most money on the table to buy (even more than the Promoters) … hard to believe.
4. Don't really cover maturity of EVs market : that would be highly dependent on ability to recharge for long distance travels to remove the range anxiety
Reservation : had been the most successful reservation in car history. Ever.
Pricing analysis : US$35K is before tax and before incentive … and depending on country/state it may very well bring the base cost down to US$29.6K … again, only base price, without options. for other countries (with higher VAT like France = 20% VAT) that give an entry price of above 38K€