Tesla Motors is a company which seems to go from strength to strength, and indeed to all intents and purposes this is a company which has dragged the electric vehicle market kicking and screaming to the point of mass acceptance. Anybody who has even looked at electric vehicles will be well aware that Tesla began life at the top end of the luxury car market and once this particular niche was dominated the company began to look further down the electric car food chain.
Tesla is looking to introduce a mass-market affordable electric vehicle within the next four or five years and despite scepticism by some experts, there are few who would bet against Elon Musk leading the company onwards and upwards. But will Tesla ever really crack the mass market?
Reputation means everything
While the likes of General Motors, BMW, and an array of other leading car manufacturers are now waxing lyrical about the electric vehicle market, where were these particular companies 10 years ago? It will be long forgotten in years to come that Tesla Motors was the company which put the electric vehicle market on the map and has built a reputation for reliability and groundbreaking technology.
Quote from ElectricForum.com : "There's no doubt that the name of Elon Musk is synonymous with Tesla but where do you think Tesla would be today if Elon Musk had not been at the helm?"
Some experts believe that Elon Musk has bitten off more than he can chew by targeting an affordable electric vehicle for the mass-market. They point out that the company's reputation has been gained at the higher end of the luxury market where perhaps price is not as sensitive as luxury, comfort and groundbreaking technology. However, Elon Musk is certainly not a man to sit on his laurels and if the company believes it can hit the mass market by 2017 then there must be something in the pipeline!
Secrecy is paramount
Time and time again stock markets and investors have attempted to forecast what Tesla Motors has in store for the electric vehicle market. Every time the company announces a launch date or a press conference the media goes into a frenzy with speculation, counter speculation, and downright untruths. The fact is that there are few companies as PR savvy as Tesla Motors which manages to keep all of its secrets away from the mass media.
You will see snippets in the press, you will see rumours on the bulletin boards but the fact is that the vast majority of these "leaks" are stage-managed by the company’s very tight and very creative marketing team. This is perhaps one reason why some areas of the mass media have not taken to Elon Musk and his groundbreaking company because they are not as media friendly as perhaps some hoped.
Those who bet against Elon Musk and Tesla Motors do so at their own risk because this is a group that has embarrassed journalists and surprised the mass-market on numerous occasions. The company continually attempts to push back the envelope opening up new and innovative technology opportunities, which many of their competitors will follow in years to come. If Elon Musk believes he can have an affordable mass-market electric vehicle available by 2017 you would be very brave to bet against him!