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First Tier – Soon-to-be noncustomersCustomers who are brand loyal to a certain car company are the first tier of noncustomers for Tesla. These are the customers who have bought the same car but just a newer model their entire life. They have found a product that has consistently given them what they want and have not had a reason to switch to another car. Tesla has brought a new and unique product to the market in the solely electric car that can compare in quality and performance to any current car companies on the market.Brand loyalty has been prevalent in the automobile industry since the beginning, but car owners are becoming more lenient on getting what they want out of a car rather than staying loyal to their original makers (Bleakney, P., 2015). This gives Tesla the advantage of being able to provide customers with superior product in order to gain a larger market share.Second Tier – Refusing noncustomersWhen looking for a car a main component for the search is the price of the car. Premium cars today can be expensive and can require any amount of discounts that can be provided in order to afford one. When purchasing a Tesla, you are eligible for a federal tax credit of $7,500. This tax credit allows consumers who may be on the cusp of wanting to drive an electric car the ability to purchase one. Producing efficient electric cars is an evolving concept and still costs a considerable amount to produce one. In the coming years Tesla plans on creating new models that will be price competent to the Honda Accord and Toyota Camry. This will allow Tesla to broaden their customer base and gain a new source of income from a different socioeconomic status group.Third tier – Unexplored noncustomersTesla cars run solely on electric power. This is appealing to customers who want to help change the environment and reduce their carbon footprints. The problem that anyone runs into with a car is that you need to refuel or recharge it when you begin to get low. There are 681 Tesla charging stations nationwide (tesla.com, 2016), while there are almost 153,000 gas stations (api.org). When looking at where the charging stations are located, if you live in a rural area you are looking to have to drive quite a bit before you reach one. To combat this, Tesla will need to provide more charging stations in rural areas before they begin to market to customers in these areas.Also, when thinking about rural areas you picture rocky roads with gravel and potholes. The Tesla cars so far have not been built to withstand such conditions and, with their high repair costs for the types of parts used, cannot be marketed towards someone who may want to drive off the beaten path or down a dirt road. Finding a way to produce a cheaper model or producing an electric car that has the capability of being able to withstand the off-road surfaces can gain Tesla an advantage into breaking this market open.
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