MEMO
Date: 11 February 2016
To: Faith McDonald, ENGL 202C Instructor
From: Anthony Soares
Subject: An analysis and critique of the Tesla Model S brochure
The purpose of this memo is to critically analyze a brochure produced by Tesla Motors, Inc. to advertise the Model S electric vehicle. The analysis presented in this memo will assess the effectiveness of the message presented in the brochure while considering if the document addresses the six characteristics for effective technical communication: addresses particular readers, helps the readers solve problems, displays the organization’s goals and culture, is produced collaboratively, uses design to increase readability, and uses images and words. Throughout this memo, I will emphasize and describe the elements of the brochure that stand out and I will discuss recommendations that may improve it.
Summary of Memo
The Tesla Model S brochure successfully persuades American consumers interested in purchasing an electric to consider purchasing the Model S electric according to technical communication standards. The brochure was effective in targeting these particular readers, reflecting Tesla’s commitment to producing luxury electric vehicles, and using design to increase readability that included words and images. However, improvements can be made to further clarify how the brochure helps readers solve problems. One such improvement is adding important information about Tesla’s Supercharger stations.
Discussion
Addresses Particular Readers
The Tesla Model S brochure addresses American consumers interested in purchasing an electric vehicle. The readers of this document want to be informed on how purchasing an electric-powered vehicle, as opposed to a gas-powered vehicle, can reduce their carbon footprint on the Earth. However, the readers also want to be assured that an electric-powered vehicle will not compromise their safety and limit vehicle performance and versatility. The title page of the brochure states the Model S is a “Premium Electric Sedan,” which indicates Tesla is marketing this vehicle to drivers who enjoy exceptional luxury and innovative technology in addition to progressiveness.
Helps Readers Solve Problems
The Tesla Model S brochure addresses the reader’s trepidations of changing from a gas- powered vehicle to an electric-powered vehicle by expressing the advantages of the electric engine. Consumers interested in purchasing a new vehicle hesitate to purchase an electric-powered vehicle because gas-powered vehicles have successfully fulfilled our transportation needs for the last 100 years. So why change? Tesla immediately addresses the reader’s trepidations by comparing the simplicity of the Model S engine to the complexity of a traditional gas-powered engine. The second page of the brochure states, “Unlike a gasoline internal combustion engine with hundreds of moving parts, Tesla electric motors have only one moving piece: the rotor.” The brochure then furthers the declares the is “smaller, lighter, and more efficient” than a gas-powered motor, but it also provides “improved range and faster acceleration.”
The Tesla Model S brochure also praises the ability of the vehicle to effectively protect the driver and passengers in the event of an accident. Consumers are often cautious to buy an electric vehicle since they are constructed with lightweight materials such as reinforced plastics and aluminum to enhance performance and extend range. The use of these lightweight materials compared to the use of durable materials such as steel or iron can compromise the driver’s safety in an accident. The brochure addresses consumer’s safety concerns by stating the Model S is “the safest car on the road” and stating it received “a 5-star rating in all categories in the National Highway Traffic Safety Administration (NHTSA) crash test.”
The Tesla Model S brochure does not reveal how purchasing a Model S will reduce the consumer’s carbon footprint. Although the Model S does not run on a gas-powered engine, the vehicle still needs to be charged with electricity most likely generated at a coal-fired power plant. Tesla, Inc. has installed over 600 Supercharger stations across the United States that recharges Tesla vehicles in a couple minutes using electricity produced on-site by solar panels. Since Tesla is marketing the Model S to consumers who want to become more environmentally friendly, they should have included these Supercharger stations in the brochure.
Reflects an Organization’s Goals and Culture
The Tesla Model S brochure succeeds in displaying Tesla’s goal of integrating cutting edge technology with eloquent design to produce a luxury electric vehicle. Unlike the Chevy Volt or the Nissan Leaf, which provide only basic, no-frills electric vehicles, the Tesla Model S builds electric vehicles with superior performance, elegance and uncompromising quality. The Model S seamlessly merges the newest technology and features with comfort and style. The result is a driving experience beyond any consumer’s expectations. For example, page 9 of the brochure introduces the multifunctional 17-inch touchscreen, which controls most of the vehicles functions from the audio system to maps with real time traffic information, all surrounded in rich wood paneling and luxury leather seats as seen on page 8.
Produced Collaboratively
The Tesla Model S brochure combines professional photographs, animated diagrams, and a technical chart to advertise the Model S. The majority of the brochure consists of various photographs of the vehicle displaying both interior and exterior design features. Page 6 of the brochure shows a professional photograph of the Model S driving down a road. Page 3 of the brochure shows an animated diagram of the drive system of the Model S that was produced by a graphic designer; and finally engineers produced the technical chart included on page 13 of the brochure. These components of the brochure work together to display the design and technical characteristics of the Model S.
Uses Design to Increases Readability
The Tesla Model S brochure uses a collection of photographs supplemented by short descriptions to walk the reader through the features and design of the vehicle. This simple blueprint is used throughout the brochure and includes both images of the full vehicle and images detailing a specific feature in the car. For example, page 9 of the brochure shows an image and a short description of the multifunctional touchscreen. Page 10 then shows pictures of the leather seats and rich wood paneling. These pictures illustrate how the different features of the vehicle come together to create the luxury vehicle shown on page 12.
The Tesla Model S brochure also uses a technical chart to help the reader compare different vehicle options and decide on the Model S that is right for them. Tesla offers many different engine and design options consumers can choose from when looking to purchase a Model S vehicle. The last two pages of the brochure use charts to organize this information and allow the reader to easily compare different options. Page 13 of the brochure lays out different electric battery and drive options with the corresponding performance characteristics for each option. Page 14 of the brochure additionally includes different color and décor options. These technical charts organize and display complex information to allow the reader to easily absorb the options presented in the brochure.
Consists of Words and Images
The Tesla Model S brochure uses the majority of the brochure to show large images depicting the design and short descriptions of features of the Model S. For example, page 8 of the brochure features the words, “Zero profile door handles” in large font supplemented by a short paragraph underneath. The page also includes a photograph of the Model S door handle. The information written in various font sizes helps clearly introduce to the reader the feature being displayed in the picture.
The Tesla Model S brochure is an organized and informative document that addresses American consumers interested in purchasing an electric vehicle. Tesla solves the reader’s problems through the use of a series of photographs and short descriptions to create a brochure that displays a luxury vehicle crafted with innovative technology and design. Overall, this document is an effective tool that can help sell the Model S electric vehicle.