Tesla is the future of the car. It has pioneered the 21st-century electric vehicle (EV), and it’s leading the way to the self-driving car. Still, a lot of people simply don’t understand visionary founder Elon Musk’s dream. They keep trying to judge it by old manufacturing standards. They’re missing the point. Musk doesn’t want Tesla to be the next GM. He wants to transform the car industry.
Musk did a fine job of explaining it in 2006, and The Secret Tesla Motors Master Plan is still on track. “The strategy of Tesla is to enter at the high end of the market, where customers are prepared to pay a premium, and then drive down market as fast as possible to higher unit volume and lower prices with each successive model.”