ILLUSTRATION 1.1
Tesla car
‘The Tela Ronde is a staggering auck car with cit
ference. There's nowhesl-spin, no tacion contol stutet,
‘vin htt As nen a ene sponte tote
‘he diver gts 685 Ibs of torque imrelte, rocktrg
‘hecar from O-SOmph in 3.2 secon awit negigle
mise the cari dct
Tha Tel Roadsters the main product Tesla Motors
Its charismatic carman and. main funder is PayPal
‘eourds, and SpaceX CED, Elon Musk. Baey a de>
ade od, Tea Mts aeaty ga, §33bn (200%,
€28bn) mart caitatsaton ard adoed, i's been called
‘the wots mos imprant autre company andthe
Tasks Mode te Mest LvedVeticein Amera™=
sang ered Sass and BMW 7 ets, At ela
Successful American ex tart-ap was Fr, funded 11.
Yeas ag. How canTesa Mots be sosucessl!
“Tel ithe tachi thee SicenV alley engineer
oninced by loa warming arguments and okng fr
ternative fuel sauces fr cars, Conder Marin Eber
ard asad: How much ofthe nergy hat cares ctf he
‘gourd makes your cargo ile?" He obser Hyco
en fel cells are tribe - no mae ecient than gas
ectriecee wer pari everytrg" He than
sted aright yell, alec, two-star bullet carwitt
22reenisions, a, ul by AC populson. Inspires,
era ept saying t potential ets ty and touch
‘he dachbeard Hewaud than Wit the acelertr = they
euldn! With Larter ee aeceration, tse
Saad electri ar dd av to begat cats,
But industry lg sai electric cas would never su
‘cd, GM sport $bn(60.6bn, €078b) evlping the
il which was len scrapped. Baty technology had
mt improved in a uncred years. But Eberhard eased
litho ates were cifeert— improving 7 perce
pa So Tesla was pstioned ore he currant of tach
Falegiea ist.
‘The founders had no epeience making as, bute
isd car compares rw outsourced eveything, fens
ing. Manutatving parmers wee ready tobe “omected
ith; a "abs ear company was pssble®Predusion
began 2008, The busines plan described the Roaster
as ive’ ecology ~a high-end sportscar with
Tower rica ancemisson than compettors~ anda ler
recource coat the plant
Roadster
(0-60 mph < 39 saconds; 1DOmpa: wor dls
handing: 220 tailpipe emissens; 300 mile rangs
2zaf0 maintenance for 100,00 mils (other than
‘yresh 50% price ofthe cheapest comoettie
spars car?
Tela’ sate was
to-erlratie highend ofthe mare, wher cus
rs are prepared to pay a premium, and then ive
down mata fasta possibet higher uitvolme
and ler piceswith each sucessivemece.. all
free cash fh is plowed back nto RED to cve dwn
‘he cat ard bring te follow on pructsto mart
as fast as possible, When someone buys the Tesla
Roadstor sorts car, they ae ectuly helping py for
evelopment ofthe lowcost family ear
“eda sed to provide 2 amon cect: rower er-
ion frm tha ‘ig’ btn fotry in Un with tar
‘overarching pups... lp epede tha nove fom
amineand burn hyércarbonecaomy tomar lar
‘lecticeconory” In 2016, Tesh Energy was aurhod
‘saling bates for home and business se
Elson cit invert the ight bulb, but he mate it
afforable and accessible tau his‘electriesystm.>
Tea sls fering an energy syst fr a wod of lec-
tre vehiee, mes and busses, using tres
Sues (1) EM he Set Te Mos Mase Fa ut
nemo ace 2 ges 0052 Oa Te mang ot
“els ion, erp ah ih af Reiter
‘node New ft) Sher nv gy =
Questions
1 How doe Tesla Motu’ batey ft with he
‘various sratogy definitions n Figure LU
2 What seems to acount fr Tel’ success?