Manager Magazin: Tesla's risky bet

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Cutting prices, closing stores, selling online only. Elon Musk is betting everything in order to win the game of who will be the dominating electric car maker of the future. He increases the pressure on competitors but risks the perception of luxury.

Daniel Langer provides insights in brand and competitive strategy and discusses how the moves may impact Tesla’s brand equity going forward.

Read the full article (in German) in Manager Magazin

Daniel Langer