Can Elon Musk Turn Tesla Around?
Case Code: BSTR594
Case Length: 18 Pages
Pub Date: 2020
Teaching Note: Available
Organization: Tesla, Inc.
Industry: Electric Vehicles
Themes: Strategic Management, Leadership and Change Management, Turnaround, Organizational Crisis
Abstract Case Intro 1 Case Intro 2 Excerpts
Tesla was founded in 2003 by two Silicon Valley engineers Martin Eberhard and Marc Tarpenning with the mission of accelerating the development of the sustainable transport industry by bringing high performance green cars to the market. They named the company after famous Serbian American engineer Nikola Tesla. In February 2004, when Tesla raised US$7.5 million in a Series A round of funding, Musk, an entrepreneur , contributed US$6.3 million and became the controlling investor. Post the funding, Musk joined Tesla’s board as its Chairman and took on operational roles as well...
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