Tesla hires ex-Burberry exec Ganesh Srivats to lead North American sales

Article by Christian A., on July 14, 2015

To enhance Tesla Motors’ reputation for automotive luxury, the company has hired Ganesh Srivats to be its vice president for North American sales. Srivats, who used to be Burberry’s senior vice president for retail in the Americas, is tasked to bring the brand to a global market. He will help make the brand a part of the premium lifestyle experience as it aligns with a high-tech reputation, comparable to the marketing campaigns of Ferrari, BMW, and Porsche.

In an interview, Scott Galloway, a professor of marketing at New York University’s Stern School of Business, said that the move makes sense because Tesla is “not an automobile company, it’s a luxury company.” Burberry is popular around the world for its digital prowess as well as its heritage plaid cashmere scarf and trench coats.

Former Burberry Group Plc Chief Executive Officer Angela Ahrendts was hired by Apple Inc. as head of its retail operations in 2013. From Srivats’ LinkedIn profile, we learned that beginning in 2009, he was with Burberry in various strategy and retail positions.

The position that he takes with Tesla is newly filled. Last March, Tesla said that Jerome Guillen, its vice president of global sales and service, was being reassigned to a post that centered on delivery and long-term customer care.

The brand planned to hire new executives to oversee the sales operations by region. The automaker is planning to present its Model X SUV late in this quarter and intends to achieve sales of 55,000 units around the world this year.

In the first six months of 2015, Tesla hit 40% of the target with 21,552 units sold. The company has no dealerships and conducts sales directly with customers through stores and galleries. It doesn’t spend for conventional advertising and depends heavily on word-of-mouth and free media. It certainly helps that many of its buyers are tech-savvy early adopters.

Milton Padraza, chief executive officer of the Luxury Institute, said that what Srivats brings to Tesla is a “client-centric approach to doing business.” He stated that the emphasis will be on sales as “long-term relationships” and not mere transactions. He explains that Burberry is the “master” when it comes to relationships with clients.

Burberry embraced digital innovation very early on. It held live-streaming runway shows and had its launch on Periscope. Ken Harris, managing partner at Cadent Consulting Group in Chicago, said that in the past half-decade, Burberry had gone through a makeover and has shifted from being to haute couture as it sheds its conservative high-end fashion image.

If you liked the article, share on:

Comments

Recommended

Those in the United Kingdom may now order a new version of Skoda’s sports utility vehicle – the new Skoda Kodiaq Sportline. It will be slotted between SE L and...
by - December 10, 2017
As part of its new electrification strategy, German carmaker Volkswagen is working to finalize the production version of the Volkswagen I.D. Crozz SUV concept and introduce the new vehicle to...
by - December 10, 2017
The company founded by Ferdinand Porsche has been in the business of building vehicles -- sports cars, SUVs and race cars – since 1931. The brand has long catered to...
by - December 9, 2017
BMW strongly believes that the future will be all about the electrification, or should we say e-mobility. And this is why as early as now, they already have a vision...
by - December 8, 2017
At this year’s FIA World Touring Car Championship, it was Volvo that stood out and became the victor with an S60 TC1 race car. So to celebrate this victory, the...
by - December 8, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries