Quote:
Originally Posted by TrustySam
It sounds like Tesla was founded in 2003, with Musk as a silent investor who wrestled control from the founder in 2009 and was able to secure the funding from the government to bring cars to market?
It's generally accepted that Tesla's competitive advantage was their first mover advantage, but that's since been lost as their competitors have surpassed them, so yes Elon Musk's branding appears to be all that's left. It feels like it might have been a mistake to branch out into so many directions like autonomous driving and solar cells at the expense of setting up a production line that could bring the cars to market in line with the vision? But who's to say ...
I signed up for Tesla emails in late 2006 , (i made a score and wanted to actually buy one ), here are some excerpt from their newsletters back then
"
Hi again,
It's been a busy couple of months for Tesla Motors. First we completed a short but successful spring tour of Detroit, New York, Washington, D.C., and Chicago in our red Engineering Prototype. It was a great opportunity to meet many of our East Coast and Midwest customers – some for the first time – as well as meet with lawmakers on Capitol Hill and, of course, many Tesla Motors enthusiasts. Tesla Roadster in Washington, D.C.
We arrived back at our headquarters in San Carlos, Calif., in time to announce that our Series D financing round had closed with $45 million in investments, led by Technology Partners and Tesla Motors Chairman Elon Musk. The money will be used to build the company-owned sales and service infrastructure, mass produce the Tesla Roadster, and continue development of WhiteStar, our planned four door sports sedan.
Following on the heels of Series D was the public unveiling of the Tesla Energy Group, a new division of Tesla Motors that will focus on developing and selling lithium ion battery packs to other car makers. Tesla Energy Group also announced its first customer, Think Global, a Norway-based EV manufacturer, that will use a custom-developed Tesla battery pack in its Think City cars. Tesla Motors CEO Martin Eberhard detailed the history behind the Tesla Energy Group and some interesting tidbits about the development of our battery packs in a recent blog. It's definitely recommended reading."
"
Major Milestone Achieved! P1 Delivered to Chairman Elon Musk
Last month we told you that the very first production Tesla Roadster would arrive soon. On Friday, February 1, Chairman Elon Musk took delivery of the (his) first production Tesla Roadster. The jet black first production car, called “P1” internally, is significant because it demonstrates that the Roadster has met all regulatory requirements for importation and sale as a fully certified production car. Series production of 2008 Tesla Roadsters begins March 17.
Coinciding with the delivery of P1, employees and select media gathered in the shop at the Tesla Headquarters in San Carlos, California. The excitement was palpable as we took part in the first delivery of a production EV in many years. After the battery was installed [note: the battery is installed in San Carlos before delivery to the customer], Elon led a convoy of 5 Roadsters, piloted by early members of the Roadster engineering team, down University Avenue in Palo Alto. Zak Edson, manager of member services, describes the day in a blog about delivery of P1 that you can find here.
How does Elon like his new daily driver? He wrote a blog about his first few weeks with the car here."
feb08
"Funding Round Closed
As of February 19, we closed a $40M bridge financing that will be used for continued production of the Tesla Roadster, establishment of company-owned sales and service infrastructure, and development of the sedan. The round was co-led by Valor Equity Partners and Chairman Elon Musk."
"Production Update
Tesla Motors Chairman and CEO Ze’ev Drori opens this edition of the newsletter with good news. The production logjam has been broken. Nine production Roadsters have arrived in California and nearly 30 more are well into their completion. Tesla Motors will continue to deliver an average of four Roadsters per week until September – when the new gearbox and upgraded Powertrain 1.5 will enable the production ramp up to 100 Roadsters per month."
2/09
"Tesla to be Profitable by Mid Year
Although extraordinarily difficult to close, the $40M financing round completed in December was twice the amount Tesla needed to reach profitability. Moving forward two months later, we remain on track with our cost reductions and production ramp, so it appears highly likely that Tesla will meet the goal promised to those investors of becoming profitable by mid year.
The main reason for this confidence is that Tesla is already in the fortunate position of being sold out until early November, something few automakers can claim, and will soon be sold out of all 2009 production. While we have had some cancellations due to buyers experiencing personal financial difficulties, new orders continue to flow in every week from the United States and Europe. We have now produced over 200 Roadsters for customers and there are more than 1,000 customers still awaiting delivery.
Due to our order backlog, it seems that owning a Roadster can be a good investment. Last September, as the financial and real estate markets began crashing, a Roadster was sold at the Sonoma Paradiso in California wine country for $160,000, well above the current list price of $109,000. Many Roadster owners who have taken delivery of their cars have already decided to purchase a second Roadster or Roadster Sport because they like the first one so much.
The continued strong demand is driven by the fact that the Tesla Roadster has no direct competitors in the marketplace. It is faster than almost any sports car on the market (our Roadster beat a Porsche GT3 on the Top Gear test track) and yet uses less energy and has a smaller carbon footprint than a Toyota Prius, even if you assume the worst possible case where all electricity comes from coal.
I expect sales demand to strengthen further as this awareness grows. After all, what’s the point of driving another exotic sports car when it is slower than a Tesla and damages the environment? Already, the Tesla Roadster is the car of choice among the technology, business and Hollywood A lists – this year’s Academy Awards will be a lineup of Teslas – and we have never had to give a discount to anyone.
Many customers also appreciate the fact that profit from their purchase goes towards helping Tesla develop more affordable, mass market electric cars. The same cannot be said for those who buy gas-guzzling sports cars from other automakers.
And owners aren’t the only ones impressed with the Roadster. Road & Track was the first auto enthusiast magazine to perform third-party, instrumented testing on the Roadster; they were “pleased to see its extravagant claims confirmed.” The Washington Post’s Warren Brown gushed, “Wheeeeeee! If this is the future of the automobile, I want it.” Dan Neil of the Los Angeles Times had perhaps the most colorful description we’ve ever seen to describe the Roadster’s scorching acceleration: “God has grabbed me by the jockstrap and fired me off his thumb, rubber band-style. Wow.” And we’ve also had a torrent of positive reviews in Europe, where deliveries begin this summer – including a Le Monde story with our favorite headline: “Le chic électrique.”
"
and plenty of emails like that..