Tesla allows consumer access to its supercharger network, suggesting shifts in market strategy and consumer expectations.
In mid-2023, competitor brands of electric vehicles (EVs) were collaborating with the dominant brand Tesla, just months after Tesla had created upheaval in the market. Tesla’s stunning 2022 announcement meant it would begin forgoing one of its competitive advantages: proprietary supercharger networks. The market leader, Tesla, would soon be allowing consumers of other EV brands access to its vast network of charging stations. Current Tesla owners, many of whom paid premium prices in part because of the availability to Tesla’s network of charging stations, however, were highly upset. For many Tesla owners the exclusive supercharger network was part of Tesla’s value proposition and Musk gave it away. This case facilitates the application of marketing strategy within business policies as a market moves from Introduction into Growth.
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Cox et al. (2025) studied this question.
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