Piper Jaffray

Tesla — A Challenger Brand, The Ultimate Challenger Brand

Going up against Big Auto is no easy task. They’re seasoned players with deep pockets and political influence. But Big Auto companies continue to be complacent when it comes to their flailing electric vehicle programs. Their leaders cling to the gas pump, while Tesla [NASDAQ: TSLA] electrifies — blowing past the likes of GM, Ford, and even BMW to become the third-largest automotive brand by market capitalization. How did Tesla pull this off?