Tesla Car Quotes

We wanted flying cars, instead we got 140 characters

He’d started the company to put a dent in the automotive industry and force people to rethink electric cars.

Which means that when designing their self-driving car, Toyota or Tesla will be transforming a theoretical problem in the philosophy of ethics into a practical problem of engineering

MONOPOLY. Tesla started with a tiny submarket that it could dominate: the market for high-end electric sports cars. Since the first Roadster rolled off the production line in 2008, Tesla’s sold only about 3,000 of them, but at $109,000 apiece that’s not trivial. Starting small allowed Tesla to undertake the necessary R&D to build the slightly less expensive Model S, and now Tesla owns the luxury electric sedan market, too. They sold more than 20,000 sedans in 2013 and now Tesla is in prime position to expand to broader markets in the future.

Tesla will produce two models of the self-driving car: the Tesla Altruist and the Tesla Egoist. In an emergency, the Altruist sacrifices its owner to the greater good, whereas the Egoist does everything in its power to save its owner, even if it means killing the two kids.

A typical 100-kilowatt-hour Tesla lithium-ion battery is built in China on a largely coal-powered grid. Such an energy- and carbonintensive manufacturing process releases 13,500 kilograms of carbon dioxide emissions, roughly equivalent to the carbon pollution released by a conventional gasoline-powered car traveling 33,000 miles. That 33,000-miles figure assumes the Tesla is only recharged by 100 percent greentech-generated electricity.

The media reports from the day described the car as the love child of an Aston Martin and a Maserati. In reality, the sedan barely held together. It still had the base structure of a Mercedes CLS, although no one in the press knew that, and some of the body panels and the hood were stuck to the frame with magnets. “They could just slide the hood right off,” said Bruce Leak, a Tesla owner invited to attend the event. “It wasn’t really attached.

Around 2010, Peter Thiel, the PayPal cofounder and early Facebook investor, began promoting the idea that the technology industry had let people down. “We wanted flying cars, instead we got 140 characters” became the tagline of his venture capital firm Founders Fund. In an essay called “What Happened to the Future,” Thiel and his cohorts described how Twitter, its 140-character messages, and similar inventions have let the public down. He argued that science fiction, which once celebrated the future, has turned dystopian because people no longer have an optimistic view of technology’s ability to change the world. I

Tesla had transformed the car into a gadget—a device that actually got better after you bought it.

Which means that when designing their self-driving car, Toyota or Tesla will be transforming a theoretical problem in the philosophy of ethics into a practical problem of engineering.

Isaac Asimov’s speculation—The appliances of 2014 will have no electric cords, of course—was completely reasonable, given the physics and the rate of technological improvement up until then. We really, really should have had atomic batteries by now. And guess what? Your iPhone would never need charging, and your Tesla would have a range of 3.5 million miles. It is a possibility.

But the more the Tesla guys researched the industry, the more they realized that the big automakers don’t even really build their cars anymore. The days of Henry Ford having raw materials delivered to one end of his Michigan factory and then sending cars out the other end had long passed. “BMW didn’t make its windshields or upholstery or rearview mirrors,” Tarpenning said. “The only thing the big car companies had kept was internal combustion research, sales and marketing, and the final assembly. We thought naïvely that we could access all the same suppliers for our parts.

Most car dealers make the majority of their profits from servicing cars. They treat vehicles like a subscription service, expecting people to visit their service centers multiple times a year for many years. This is the main reason dealerships have fought to block Tesla from selling its cars directly to consumers.fn15

Well, maybe Tesla will just leave it to the market. Tesla could produce two models of the self-driving car: the Tesla Altruist and the Tesla Egoist. In an emergency, the Altruist sacrifices its owner to the greater good, whereas the Egoist does everything in its power to save its owner, even if it means killing the two kids.

A typical 100-kilowatt-hour Tesla lithium-ion battery is built in China on a largely coal-powered grid. Such an energy- and carbonintensive manufacturing process releases 13,500 kilograms of carbon dioxide emissions, roughly equivalent to the carbon pollution released by a conventional gasoline-powered car traveling 33,000 miles. That 33,000-miles figure assumes the Tesla is only recharged by 100 percent greentech-generated electricity. More realistically? The American grid is powered by 40 percent natural gas and 19 percent coal. This more traditional electricity-generation profile extends the “carbon break-even” point of the Tesla out to 55,000 miles. If anything, this overstates how green-friendly an electric vehicle might be.

A difference in strategy also emerged. Marks decided that Tesla should partner with an experienced automaker to handle the assembly of the Roadster. That flew in the face of Musk’s fundamental instincts. He aspired to build Gigafactories where raw materials would go in one end and cars would come out the other. During their debates over Marks’s proposal to outsource assembly of the Tesla,

Within a decade, the internal combustion engine automobile is likely to look exactly like what it is - a machine that converts gasoline into much more heat than forward motion, a bizarre antiquity.

Reaching five thousand cars per week would be a huge challenge. By the end of 2017, Tesla was making cars at only half that rate. Musk decided he had to move himself, literally, to the factory floors and lead an all-in surge. It was a tactic—personally surging into the breach 24/7 with an all-hands-on-deck cadre of fellow fanatics—that came to define the maniacal intensity that he demanded at his companies.

These efforts began in earnest on October 18, 2004, and, rather remarkably, four months later, on January 27, 2005, an entirely new kind of car had been built by eighteen people. It could even be driven around.

Gene Berdichevsky, one of the members of the solar-powered-car team, lit up the second he heard from Straubel. An undergraduate, Berdichevsky volunteered to quit school, work for free, and sweep the floors at Tesla if that’s what it took to get a job. The founders were impressed with his spirit and hired Berdichevsky after one meeting. This left Berdichevsky in the uncomfortable position of calling his Russian immigrant parents, a pair of nuclear submarine engineers, to tell them that he was giving up on Stanford to join an electric car start-up. As employee No. 7, he spent part of the workday in the Menlo Park office and the rest in Straubel’s living room designing three-dimensional models of the car’s powertrain on a computer and building battery pack prototypes in the garage. “Only now do I realize how insane it was,” Berdichevsky said.

In the context of the new transportation system, Drivers Licenses will become mostly irrelevant and unnecessary. When everything is autonomous, the need for drivers licenses as a safety feature of the system will just not even make sense.

Both the Roadster and the Model S also take advantage of what’s known as regenerative braking, which extends the life of the brakes. During stop-and-go situations, the Tesla will brake by kicking the motor into reverse via software and slowing down the wheels instead of using brake pads and friction to clamp them down. The Tesla motor generates electricity during this process and funnels it back to the batteries, which is why electric cars get better mileage in city traffic.

Cars are evolving to match the new paradigm. Soon, things like steering wheels, pedals and rear-view mirrors will seem ancient. More practically, we will all be better able to optimize our time and attention to focus on more important tasks, family, work, and self care.

And this is one of the first things one learns from Musk’s example—he is relentless in his pursuit of the bold and, the bigger point, totally unfazed by scale. When he couldn’t get a job, he started a company. When Internet commerce stalled, he reinvented banking. When he couldn’t find decent launch services for his Martian greenhouse, he went into the rocket business. And as a kicker, because he never lost interest in the problem of energy, he started both an electric car and a solar energy company. It is also worth pointing out that Tesla is the first successful car company started in America in five decades and that SolarCity has become one of the nation’s largest residential solar providers.9 All told, in slightly less than a dozen years, Musk’s appetite for bold has created an empire worth about $30 billion.10 So what’s his secret? Musk has a few, but none are more important to him than passion and purpose. “I didn’t go into the rocket business, the car business, or the solar business thinking this is a great opportunity. I just thought, in order to make a difference, something needed to be done. I wanted to have an impact. I wanted to create something substantially better than what came before.

When Musk announced in 2014 that Tesla would open-source all of its patents, analysts tried to decide whether this was a publicity stunt or if it hid an ulterior motive or a catch. But the decision was a straightforward one for Musk. He wants people to make and buy electric cars. Man’s future, as he sees it, depends on this. If open-sourcing Tesla’s patents means other companies can build electric cars more easily, then that is good for mankind, and the ideas should be free. The cynic will scoff at this, and understandably so. Musk, however, has been programmed to behave this way and tends to be sincere when explaining his thinking—almost to a fault.

PayPal to a confident CEO who commands the respect of thousands. “I think there are ways he has dramatically improved over time,” said Thiel. Most impressive to Thiel has been Musk’s ability to find bright, ambitious people and lure them to his companies. “He has the most talented people in the aerospace industry working for him, and the same case can be made for Tesla, where, if you’re a talented mechanical engineer who likes building cars, then you’re going to Tesla because it’s probably the only company in the U.S. where you can do interesting new things. Both companies were designed with this vision of motivating a critical mass of talented people to work on inspiring things.

TECHNO-OPTIMISM IS NOT THE SOLUTION On top of this, there is yet another inconvenient truth we must confront. The effectiveness of the green policies put into effect in some developed countries is doubtful. In places where households typically possess multiple cars and trucks, the result would still be unsustainable even if every single one were replaced by an electric vehicle. Furthermore, the planned rollout by Ford and Tesla of SUV-style electric vehicles signals nothing more than the continued strengthening of our present culture of consumption, which will only lead to an increased waste of resources. It is, when all is said and done, simply another classic example of greenwashing.

Machine-learning systems generally need a goal or metric that guides them as they train themselves. Musk, who liked to manage by decreeing what metrics should be paramount, gave them their lodestar: the number of miles that cars with Tesla Full Self-Driving were able to travel without a human intervening. “I want the latest data on miles per intervention to be the starting slide at each of our meetings,” he decreed. “If we’re training AI, what do we optimize? The answer is higher miles between interventions.” He told them to make it like a video game where they could see their score every day. “Video games without a score are boring, so it will be motivating to watch each day as the miles per intervention increases.

A typical 100-kilowatt-hour Tesla lithium-ion battery is built in China on a largely coal-powered grid. Such an energy- and carbonintensive manufacturing process releases 13,500 kilograms of carbon dioxide emissions, roughly equivalent to the carbon pollution released by a conventional gasoline-powered car traveling 33,000 miles. That 33,000-miles figure assumes the Tesla is only recharged by 100 percent greentech-generated electricity. More realistically? The American grid is powered by 40 percent natural gas and 19 percent coal. This more traditional electricity-generation profile extends the “carbon break-even” point of the Tesla out to 55,000 miles. If anything, this overstates how green-friendly an electric vehicle might be. Most cars—EVs included—are driven during the day. That means they charge at night, when solar-generated electricity cannot be part of the fuel mix.*

If you program a self-driving car to stop and help strangers in distress, it will do so come hell or high water (unless, of course, you insert an exception clause for infernal or high-water scenarios). Similarly, if your self-driving car is programmed to swerve into the opposite lane in order to save the two kids in its path, you can bet your life this is exactly what it will do. Which means that when designing their self-driving car, Toyota or Tesla will be transforming a theoretical problem in the philosophy of ethics into a practical problem of engineering. Granted, the philosophical algorithms will never be perfect. Mistakes will still happen, resulting in injuries, deaths, and extremely complicated lawsuits. (For the first time in history, you might be able to sue a philosopher for the unfortunate results of his or her theories, because for the first time in history you might be able to prove a direct causal link between philosophical ideas and real-life events.)

No mechanic now for modern cars, no doctor now for modern pathologies. The infinitesimal calculus of viral pathologies, unlocatable by traditional diagnostics, has entirely outstripped the mechanics of the body, just as the electronics of the modern car have outstripped the knowledge of its user. But one can imagine an electronic 'smartness' of the body (like 'smart' cars or houses) that would inform you of all its anomalies, or even, by a kind of GPS effect, of your position in the space of human relations.

Lucid Motors was started under the name Atieva (which stood for “advanced technologies in electric vehicle applications” and was pronounced “ah-tee-va”) in Mountain View in 2008 (or December 31, 2007, to be precise) by Bernard Tse, who was a vice president at Tesla before it launched the Roadster. Hong Kong–born Tse had studied engineering at the University of Illinois, where he met his wife, Grace. In the early 1980s, the couple had started a computer manufacturing company called Wyse, which at its peak in the early 1990s registered sales of more than $480 million a year. Tse joined Tesla’s board of directors in 2003 at the request of his close friend Martin Eberhard, the company’s original CEO, who sought Tse’s expertise in engineering, manufacturing, and supply chain. Tse would eventually step off the board to lead a division called the Tesla Energy Group. The group planned to make electric power trains for other manufacturers, who needed them for their electric car programs. Tse, who didn’t respond to my requests to be interviewed, left Tesla around the time of Eberhard’s departure and decided to start Atieva, his own electric car company. Atieva’s plan was to start by focusing on the power train, with the aim of eventually producing a car. The company pitched itself to investors as a power train supplier and won deals to power some city buses in China, through which it could further develop and improve its technology. Within a few years, the company had raised about $40 million, much of it from the Silicon Valley–based venture capital firm Venrock, and employed thirty people, mostly power train engineers, in the United States, as well as the same number of factory workers in Asia. By 2014, it was ready to start work on a sedan, which it planned to sell in the United States and China. That year, it raised about $200 million from Chinese investors, according to sources close to the company.

Most car dealers make the majority of their profits from servicing cars. They treat vehicles like a subscription service, expecting people to visit their service centers multiple times a year for many years. This is the main reason dealerships have fought to block Tesla from selling its cars directly to consumers.* “The ultimate goal is to never have to bring your car back in after you buy

Over the past five years, electric cars enjoyed better efficiency compared to their petrol-powered counterparts. This drove down running costs of electric cars amounting to a measly 20 cents on the dollar cost of running vehicles powered by gasoline in Europe and the United States.

Musk’s insistence on explaining the early origins of his passion for electric cars, solar energy, and rockets can come off as insecure. It feels as if Musk is trying to shape his life story in a forced way. But for Musk, the distinction between stumbling into something and having intent is important

There was little the mainstream auto industry could do to slow Tesla down. But that didn’t stop executives from trying to be difficult whenever possible. Tesla, for example, wanted to call its third-generation car the Model E, so that its lineup of vehicles would be the Model S, E, and X—another playful Musk gag. But Ford’s then CEO, Alan Mulally, blocked Tesla from using Model E, with the threat of a lawsuit. “So I call up Mulally and I was like, ‘Alan, are you just fucking with us or are you really going to do a Model E?’” Musk said. “And I’m not sure which is worse. You know? Like it would actually make more sense if they’re just fucking with us because if they actually come out with a Model E at this point, and we’ve got the Model S and the X and Ford comes out with the Model E, it’s going to look ridiculous. So even though Ford did the Model T a hundred years ago, nobody thinks of ‘Model’ as being a Ford thing anymore. So it would just feel like they stole it. Like why did you go steal Tesla’s E? Like you’re some sort of fascist army marching across the alphabet, some sort of Sesame Street robber. And he was like, ‘No, no, we’re definitely going to use it.’ And I was like, ‘Oh, I don’t think that’s such a good idea because people are going to be confused because it’s not going to make sense. People aren’t used to Ford having Model something these days. It’s usually called like the Ford Fusion.’ And he was like, no, his guys really want to use that. That’s terrible.” After that, Tesla registered the trademark for Model Y as another joke. “In fact, Ford called us up deadpan and said, ‘We see you’ve registered Model Y. Is that what you’re going to use instead of the Model E?’” Musk said. “I’m like, ‘No, it’s a joke. S-E-X-Y. What does that spell?’ But trademark law is a dry profession it turns out.

He gave a speech, saying we would work on Saturdays and Sundays and sleep under desks until it got done. Someone pushed back from the table and argued that everyone had been working so hard just to get the car done, and they were ready for a break and to see their families.

By 1912, global sales of electric vehicles peaked at 30,000 cars which would have spelled good news to electric car manufacturers had they not been faced with the threat of petrol-powered cars.

My friend Marc Andreessen has argued that “software is eating the world.” What he means is that even industries that focus on physical products (atoms) are integrating with software (bits). Tesla makes cars (atoms), but a software update (bits) can upgrade the acceleration of those cars and add an autopilot overnight. The spread of software and computing into every industry, along with the dense networks that connect us all, means that the lessons of blitzscaling are becoming more relevant and easier to implement, even in mature or low-tech industries. To use a computing metaphor, technology is accelerating the world’s “clock speed” (the rate at which Central Processing Units [CPUs] operate), making change occur faster than previously thought possible. Not only is the world moving faster, but the speed at which major new technology platforms are being created is reducing the downtime between the arrivals of each wave of innovation.

Tesla is a vehicle for an idea: that we humans have better ways to power our lives than to burn a dinosaur-era compaction that dirties the air and skanks up the chemistry of the atmosphere. That notion applies to more than just cars. Tesla also sells its batteries as energy storage units. Since it acquired SolarCity in 2016 and added solar panels to its offerings, Musk has made his intentions clear: Tesla is an energy company. This is the story of how the electric car became a Trojan horse for a new energy economy. I believe it is the most important technology story of the twenty-first century.

he was reveling in the possibilities inherent in selling a car that behaved like a fighter jet. “Yeah, it’s mad,” he continued, with a dimpled grin. And then he added, “In the option selection, you’ll be able to choose three settings: Normal, Sport, and Insane.” A ripple of laughter washed over the crowd. Then, as if to reassure himself as much as everyone else: “It will actually say ‘Insane.’” He hunched his shoulders forward and laughed. Videos posted by people who had experienced “Insane Mode” during test rides at the event appeared on YouTube the next day. Invariably, the accompanying commentary was littered with expletives and other delighted expressions of shock as the car’s spine-straightening acceleration took effect. In the weeks and months that followed, more reaction videos appeared and spread, with one especially spicy compilation coming to accrue more than ten million views. Insane Mode could be seen as more than just a product feature, more than just a marketing gimmick. It would be the mind-set required to fend off the short-sellers of Tesla’s stock, traditional automakers, political opponents, and an increasingly nervous oil industry. It represented the intensity of fervor needed to win the public over to electric cars. And it was a statement about the velocity of innovation required to transition the world to sustainable energy before the planet’s climate changes beyond repair. Even as a feature for a luxury motor vehicle, though, Insane Mode was audacious in both intent and implication.

it was the tzero that ultimately caught their imagination, like it did for Musk. Eberhard, who was growing increasingly worried about global warming, saw potential for commercialization and a chance to show that gasoline wasn’t the only answer for motor vehicles. At the same time, he and Tarpenning had noticed that lithium-ion batteries had been improving at a rapid rate and were getting cheaper, thanks largely to their use in laptop computers. The auto industry, too, no longer seemed as impenetrable as it once was. Since the 1990s, automakers had been outsourcing many aspects of vehicle production, including the sourcing of components and in some cases even assembly. The men figured it would be possible for a start-up to design and build at least a prototype, with the hope of later raising more money to advance their ambitions. If things went well, a low-volume electric sports car with kick-ass acceleration might

the autonomous-driving side of things, Alphabet (formerly Google), which has logged several million self-driving-car test miles, continues to lead the pack. At the end of 2016, it created a new business division, called Waymo, for its autonomous driving technology. In May 2017, Waymo and Lyft announced that they would work together on developing the technology, and later in the year, Alphabet invested $1 billion in the start-up. Others, like Cruise Automation (which GM acquired for $1 billion) and Comma.ai, which offers open-source autonomous driving technology in the same vein as Google’s Android mobile operating system, are chasing hard. Baidu, China’s leading Internet search company, has an autonomous-driving research center in Sunnyvale. Byton—backed by China’s Tencent, Foxconn, and the China Harmony New Energy auto retailer group—has an office in Mountain View, as does Didi Chuxing, the Chinese ride-sharing company in which Apple invested $1 billion. Many of these companies have taken not just inspiration but also talent from Tesla. Part of the value of an innovation cluster like Silicon Valley lies in the dispersal of intellectual labor from one node to the next. For instance, PayPal is well known in the Valley for producing a number of high performers who left the company to start, join, or invest in others. The so-called PayPal Mafia includes Reid Hoffman, who founded LinkedIn; Max Levchin, whose most recent of several start-ups is the financial services company Affirm; Peter Thiel, a Facebook board member and President Trump–supporting venture capitalist who cofounded “big data” company Palantir; Jeremy Stoppelman, who started reviews site Yelp; Keith Rabois, who was chief operating officer at Square and then joined Khosla Ventures; David Sacks, who sold Yammer to Microsoft for $1.2 billion and later became CEO at Zenefits; Jawed Karim, who cofounded YouTube; and one Elon Musk.

they could come in, change the business model, create connected electric cars, change the sales process, and change the way cars were manufactured. “That’s also bollocks,” Palmer concluded, steadily holding my gaze. “Complete bollocks.” “Why?” I asked. “Well, you can’t ignore a hundred and twenty-five years of history. The auto industry didn’t not learn anything.” When you put together a car, most of it is mechanical, and most of it is done by people who have spent a career working out how to do a suspension system, or a door lock, or a steering wheel, Palmer said. “And you can’t ignore that. So you’ve got to buy it. And you either buy it through a consultancy, or you buy it through recruitment, or you buy it through collaboration.” This spelled trouble for the newcomers. “The majority of those start-ups will fail because they’ll be too slow to recognize that they can’t just trash the auto industry, that there’s something relevant that they need.” So why was Jia Yueting different?

his peers have expressed considerably more skepticism. “There is nothing Tesla [can] do that we cannot also do,” Fiat Chrysler CEO Sergio Marchionne said in June 2016. Two years earlier, he had asked customers not to buy the Fiat 500e electric car, because the company lost $14,000 on the sale of each one. Fiat would sell the minimum number of electric cars needed to meet government mandates and “not one more,” he said. In April 2016, Marchionne continued that theme in an interview on the sidelines of his company’s annual meeting, this time responding to the price of the Model 3. If Musk could show him that the car would be profitable at the $35,000 price tag, Marchionne said, “I will copy the formula, add the Italian design flair, and get it to the market within twelve months.” The German automakers have been even more dismissive. In November 2015, Edzard Reuter, the former CEO of Daimler, called Tesla a “joke” and Musk a “pretender,” suggesting in an interview with a German newspaper that Tesla didn’t stand up to serious comparison with “the great car companies of Germany.” Daimler, BMW, and Volkswagen were slow to accept that Tesla could one day challenge their market dominance. “German carmakers have been in denial that electric vehicles can create an emotional appeal to customers,” Arndt Ellinghorst, an automotive analyst at Evercore ISI, told the Los Angeles Times in April 2016. “Many still believe that Tesla is a sideshow catering to a niche product to some tree-hugging Californians and eccentric US hedge fund managers.” GM wasn’t quite so blasé. In 2013, then CEO Dan Akerson established a team within the company to study Tesla, based on the belief that it could be a big disrupter. GM’s Chevrolet Volt, a hybrid sedan that could drive about forty miles in full electric mode, had won Motor Trend’s 2011 Car of the Year, but GM was looking further into the future. At the 2015 Detroit auto show, it unveiled a concept of the Chevy Bolt, a two-hundred-mile electric car that would retail for $30,000 (after a $7,500 rebate from the US government). It was seen as a direct response to Tesla and new CEO Mary Barra’s biggest risk since she took over in 2014. Wired magazine celebrated the Bolt’s impending arrival with a February 2016 cover story about how GM had beaten Tesla “in the race to build a true electric car for the masses

The average efficiency of an internal combustion engine in converting fuel into a car’s forward energy ranges from about 14 to 30 percent. For the electric car, it’s about 90 percent. But the real difficulty for anyone arguing the case for gasoline cars is found in the economics. We are fast approaching a time when gasoline cars will no longer be able to compete with electric cars on price. To date, the number one factor holding Tesla back from offering cheaper cars has been the energy cost per unit of its lithium-ion battery packs, which is why it started by selling only high-end vehicles in which the cost of the battery could be absorbed by the premium price point. Tesla has never revealed exactly how much of its cars’ costs can be attributed to the battery pack, but in 2013, chief technology officer JB Straubel told the MIT Technology Review that it accounts for less than a quarter of the cost of each vehicle—which for the eighty-five kilowatt-hour Model S, at that time, would have put the battery pack somewhere in the $18,000 to $25,000 range (assuming Straubel was factoring feature-rich versions of the car into his calculations). That would have put the cost per kilowatt-hour of the battery pack at anywhere between $210 and $300.

On battery technology, other automakers have a long way to catch up to Tesla, which has its own battery production facility and a development head start of at least four years. Then, what do other automakers know about delivering software updates to their customers over the air? GM has said it will bring over-the-air updates to its general fleet “before 2020.” But what advantages have the incumbents ceded to Tesla while it has been collecting and learning from fleet data since the Model S hit the roads in 2012? No electric all-wheel-drive car has been put into production by any company other than Tesla. No car company has a charging network that comes close to being as extensive as the one Tesla has been working on since 2o12. In the United States, no automaker has been able to sell directly to consumers or establish its own Apple-like retail stores.

In May 2017, the company replaced Fields as CEO with Jim Hackett, who had been responsible for Ford’s autonomous driving efforts. To realize its forward-looking vision and become a leader in automotive technology, Ford would need the services of the world’s best software developers, which would mean competing not only against other automakers but also against Silicon Valley’s hottest companies. In the new era of automotive, software is king. With that shift comes an opening for software-focused companies like Tesla. “In many cases, large car companies or truck companies are not focused on software, they’re not focused on sensors or batteries,” Straubel said in 2016. “And this gives an opportunity for innovation for new companies and new entrants to play on a bit more of a level playing field than there ever was in the past.

It was 1908 when Henry Ford unveiled the first Model T, a product that would reorient the infrastructure of civilization, and around which civilization would reorient itself. Just over a century later, Elon Musk unveiled the Model S at a time when civilization is more than ready for a cultural rebirth—one that could be catalyzed by something as innocuous as a beautiful car that drives itself. Autonomy, after all, is a term not limited to the automatic control of a motor vehicle. Its meaning also speaks of self-determination. It is through the power of this autonomy that we can turn a revolution into a renaissance.

both Tesla and GM think battery prices will come down fast enough for electric cars to be more affordable than equivalent gasoline cars by the early 2020s. The Chevy Bolt sells for less than $35,000, after subsidies. Tesla plans to be producing Model 3s at a rate of hundreds of thousands a year by 2019. Other electric car companies, new and old, are developing competitive strategies. It is still difficult to predict how quickly the sales of electric cars will overtake those of gasoline vehicles. Even assuming all goes well for Tesla and their electric competitors, it could take years, or decades. Bloomberg New Energy Finance’s study estimated that electric cars will account for 35 percent of new car sales by 2040. That’s based on battery prices decreasing at a slower rate than Tesla and GM anticipate. But, as noted earlier, gasoline cars will face the difficult task of competing with electric cars that are both cheaper and better.

Could the electric car follow the same path? Count Elon Musk among the believers. ‘‘At the beginning of last year [2015], we had fifty thousand cars in total on the roads worldwide, and then last year we produced another fifty thousand cars,” he said in January 2016. “So the total fleet of Tesla vehicles doubled last year. It will approximately double again this year.” We shouldn’t take Musk’s word for it, of course—Tesla’s 2016 production fell about twenty-five thousand cars short of doubling the previous year’s tally—but consider that many of the effects that spur demand for electric vehicles are only just starting to take hold. The decline of battery prices, which will make electric cars more affordable, is probably the biggest factor influencing demand, but there are others. For a start, many hundreds of millions of people still don’t know a thing about electric vehicles that aren’t golf carts or hybrids like the Toyota Prius.

the years ahead, Tesla would also expand its vehicle fleet, adding a compact SUV, a pickup truck, a heavy-duty truck, and a small bus into the mix. The buses would be autonomous, to be summoned by smartphone app, or via buttons at existing stops. The advent of full self-driving capability, which Musk said would ultimately be safer than human-driven vehicles by an order of magnitude, would also enable a business built around car-sharing. Owners could add their cars to Tesla’s shared fleet to generate income when they weren’t using them. In cities where there weren’t enough customer-owned cars to meet the demand for such shared-use cases, Tesla would operate its own fleet—a move that would put it in direct competition with Lyft and Uber.

workshop. He asked the Tesla engineers why he had put that picture up. One of them guessed that it was because people like his daughter would drive the car. To which Eberhard replied, “No. We are building this because by the time she is old enough to drive she will know a car as something completely different to how we know it today, just like you don’t think of a phone as a thing on the wall with a cord on it. It’s this future that depends on you.

Norway is working on a combination of taxes, subsidies, infrastructure, and other incentives in an effort to end sales of gasoline cars in the country by 2025. In October 2016, Germany’s federal council voted for a nonbinding resolution to end all sales of gasoline cars with internal combustion engines by 2030. In May 2017, India’s power minister announced a plan to have only electric cars—and “not a single petrol or diesel car”—sold in the country from 2030 on. Both the UK and France have said they will end sales of diesel and gasoline cars by 2040. And even China has said it will set a date that will signal the end of all gasoline car sales in the country (although it hasn’t said what that date will be). All these scenarios could have a drastic effect on the uptake of electric vehicles, which would in turn have a dramatic impact on the consumption of oil.

The only thing the big car companies had kept was internal combustion research, sales and marketing, and the final assembly.

The car’s task is to stay centered between the stripes. Generally, it does a good job of this. Too good, at times—such as when passing a giant semi that’s riding the lane stripe. The car’s radar senses the semi, and the car draws a conclusion along the line of: “There’s something big to my right, but I’ve got seven inches of clearance, so I’m OK.” Meanwhile, the human driver is freaking out.

Keeping our lovely Camry going was costing us about $1500/year in maintenance and another $1000 in fuel costs. So that’s about $2500 per year in additional cost. By 2015, the Camry we’d paid $28k for had now cost us $33k. (We still own it today, though we’re driving it a lot less. In 2018, the total cost is up to about $40k, close to half the cost of our dream Model S.)

For the first two or three months we had Nikola, my spouse tracked our electricity costs plus gasoline costs for the Camry, and compared them to our electricity and gas costs for the same months of the previous year. He gave up after three months. We were saving over $100 a month on those combined costs, and that was with quite a lot of jaunting about in the Tesla.

The guys like Straubel who had been at Tesla since the beginning are quick to remind people that the chance to build an awesome electric car had been there all along. “It’s not really like there was a rush to this idea, and we got there first,” Straubel said. “It is frequently forgotten in hindsight that people thought this was the shittiest business opportunity on the planet. The venture capitalists were all running for the hills.” What separated Tesla from the competition was the willingness to charge after its vision without compromise, a complete commitment to execute to Musk’s standards.

In 2016, Tesla announced that every new vehicle would be equipped with all the hardware it needs to drive autonomously, including a bevy of sensors and an onboard computer running a neural network.2 The kicker: the autonomous AI software won’t be fully deployed. As it turns out, Tesla will test drivers against software simulations running in the background on the car’s computer. Only when the background program consistently simulates moves more safely than the driver does will the autonomous software be ready for prime time. At that point, Tesla will release the program through remote software updates. What this all means is that Tesla drivers will, in aggregate, be teaching the fleet of cars how to drive.

We don't have the keys, Rhys. And you can't drive a Tesla drunk. I know the damn thing drives itself, but that can't be allowed. If that's allowed, next thing you know people will be strapping their kids in and sending them to nursery in a car with no driver! Society has gone to hell." I shake my head and think about waving a fist in the air like an old man. Because I'm fucking old.

What in the—? My begonias!” he heard someone say behind him. Nick looked over his shoulder. A small but muscular woman in sweaty workout clothes was stepping out of a big shiny car in the neighbor’s driveway. She was gaping in horror at the chewed-up flowerbed and the smoking lawn mower. Scowling, she turned toward Uncle Newt’s house. And the scowl didn’t go away when she noticed Nick looking back at her. In fact, it got scowlier. Nick smiled weakly, waved, and hurried into the house. He closed the door behind him. “Whoa,” he said when his eyes adjusted to the gloom inside. Cluttering the long hall in front of him were dozens of old computers, a telescope, a metal detector connected to a pair of bulky earphones, an old-fashioned diving suit complete with brass helmet, a stuffed polar bear (the real, dead kind), a chainsaw, something that looked like a flamethrower (but couldn’t be … right?), a box marked KEEP REFRIGERATED, another marked THIS END UP (upside down), and a fully lit Christmas tree decorated with ornaments made from broken beakers and test tubes (it was June). Exposed wires and power cables poked out of the plaster and veered off around every corner, and there were so many diplomas and science prizes and patents hanging (all of them earned by Newton Galileo Holt, a.k.a. Uncle Newt) that barely an inch of wall was left uncovered. Off to the left was a living room lined with enough books to put some libraries to shame, a semitransparent couch made of inflated plastic bags, and a wide-screen TV connected by frayed cords to a small trampoline.

The second thing is, when you are trying to go 10 times bigger, you have to start with a clean sheet of paper, and you approach the problem completely differently. I’ll give you my favorite example: Tesla. How did Elon start Tesla and build from scratch the safest, most extraordinary car, not even in America, but I think in the world? It’s by not having a legacy from the past to drag into the present. That’s important.

Most car dealers make the majority of their profits from servicing cars. They treat vehicles like a subscription service, expecting people to visit their service centers multiple times a year for many years. This is the main reason dealerships have fought to block Tesla from selling its cars directly to consumers.

By late January 2014, Tesla had completed the construction of a cross-country Supercharger corridor that would allow Model S drivers to get from Los Angeles to New York without having to spend a penny on energy. The electric highway took a northern route through Colorado, Wyoming, South Dakota, Minnesota, and Illinois, before approaching New York from Delaware. The path it cut was similar to a trip taken by Musk and his brother, Kimbal, in a beat-up 1970s BMW 320i in 1994. Within days of the route’s completion, Tesla staged a cross-country rally to show that the Model S could easily handle long-distance driving, even in the dead of winter. Two hot-pepper-red Model S’s, driven by members of the Supercharging team, left Tesla’s Los Angeles–based design studio just after midnight on Thursday, January 30. Tesla planned to finish the trip at New York’s City Hall on the night of February 1, the day before Super Bowl XLVIII, which would take place at MetLife Stadium in East Rutherford, New Jersey, just across the state line. Along the way, the cars would drive through some of the snowiest and most frigid places in the country, in one of the coldest weeks of the year. The trip took a little longer than expected. The rally encountered a wild snowstorm in the Rocky Mountains that temporarily closed the road over Vail Pass and then provided an icy entrance to Wyoming. Somewhere in South Dakota, one of the rally’s diesel support vans broke down, forcing its occupants to catch a flight from Sioux Falls to rejoin the rest of the crew in Chicago. And in Ohio, the cars powered through torrential rains as the fatigued crew pressed on for the final stretch. It was 7:30 A.M. on Sunday, February 2, when the Teslas rolled up to New York’s City Hall on a bright, mild morning. The 3,427-mile journey had taken 76 hours and 5 minutes—just over three days. The cars had spent a total of 15 hours and 57 seconds charging along the way,

Cars end up being about 10–20 percent efficient at turning the input of gasoline into the output of propulsion. Most of the energy (about 70 percent) is lost as heat in the engine, while the rest is lost through wind resistance, braking, and other mechanical functions.

anybody buying a qualified plug-in electric car—the list of approved vehicles includes sleek, sporty cars like the $105,000 Tesla Model S P85D and the $138,000 BMW i8—can subtract up to $7,500 from the income tax he or she owes Uncle Sam.

in European history from the fourteenth to the seventeenth century, comes from an eighteen-minute YouTube video produced by the author and philosophy guru Alain de Botton’s School of Life. De Botton dedicates a few minutes of the video to educating viewers about the Renaissance leaders’ zeal for building beautiful cities. You can count on one hand the number of cities built since the 1600s that can rival the elegance of cities that sprung up on the Italian Peninsula during the three-hundred-odd years of the Renaissance, de Botton says in the video. Sure, he concedes, the old urban planners didn’t have to worry about cars or zoning laws, but they had a mission and were extremely direct and didactic in carrying it out. “City fathers across the Italian Peninsula had fallen in love with a remarkable new idea: that their cities should be the focus of an unparalleled attention to beauty,

for Level 1 the car had some advanced driver-assistance technology, such as automatic emergency braking, but the driver still controlled the vehicle at all times. Level 5 was the highest, at which a car would have no controls for human drivers whatsoever. At that point, you could read a book, take a nap, or watch a movie while the car drove itself. Google has tested fully autonomous vehicles to a Level 5 designation, meaning the cars could perform all “safety-critical driving functions and monitor roadway conditions for an entire trip,” but they haven’t yet left the test circuit. The development of autonomous vehicles goes hand in hand with the development of electric vehicles, because self-driving cars are best controlled by drive-by-wire systems, in which electrical signals and digital controls, rather than mechanical functions, operate a car’s core systems, such as steering, acceleration, and braking.

In August 2016, Ford announced plans to bring a Level 4 selfdriving car—without pedals or a steering wheel—to market by 2021. Other automakers have been working on similarly aggressive plans. Fiat Chrysler has partnered with Google’s Waymo to develop a fleet of self-driving hybrid minivans. GM, through its partnership with Lyft, has plans to bring Chevy Bolt robotaxis to the road as quickly as possible.

Many major automakers have established research centers in Silicon Valley to work on autonomy, including Nissan, Toyota, Mercedes, Ford, and GM. The newcomers—Apple, Lucid Motors, Faraday Future, Byton, and Nio—have made autonomy central to their business models and established software development teams in California. Che He Jia and Singulato Motors are working on the technology in Beijing and Shanghai. In the meantime, other tech companies and start-ups, such as Uber, Lyft, Comma.ai, Nauto, Luminar, Aurora, Caracal, Starsky Robotics, and Zoox, are all chasing variations of the self-driving prize, be it for cars, buses, or trucks.

The tesla model S car aced all of its national highway traffic safety tests. In fact it's so safe that it actually broke the crash testing gear.

Electric car fires are very difficult to extinguish.

Consider the history of the electric car. If I were to ask you the year, make, and inventor of the first electric car, what would you say? Elon Musk and the Tesla Roadster he released in 2008? How about Nissan and their electric Leaf? As it turns out, it was neither. The first production electric car was built in 1884 by Thomas Parker, a British inventor. Never heard of him? Don’t worry, no one ever has. Simply creating something revolutionary is not enough. Parker’s invention was groundbreaking and could have dramatically changed the world and the environment,

I regard Tesla Autopilot as the new Ford Pinto.

There was little the mainstream auto industry could do to slow Tesla down. But that didn't stop executives from trying to be difficult whenever possible. Tesla, for example, wanted to call its third-generation car the Model E, so that its lineup of vehicles would be the Model S, E and X - another playful Musk gag. But Ford's then CEO, Alan Mulally, blocked Tesla from using Model E, with the threat of a lawsuit. "So I call up Mulally and I was like, 'Alan, are you just fucking with us or are you really going to do a Model E?'" Musk said. "And I'm not sure which is worse. You know? Like it would actually make more sense if they're just fucking with us because if they actually come out with a Model E at this point, and we've got the Model S and the X and Ford comes out with a Model E, it's going to look ridiculous. So even though Ford did the Model T a hundred years ago, nobody thinks of 'Model' as being a Ford thing anymore. So it would just feel like they stole it. Like why did you going stealing Tesla's E? Like you're some sort of fascist army marching across the alphabet, some sort of Sesame Street robber. And he was like, 'No, no, we're definitely going to use it.' And I was like, 'Oh, I don't think that's such a good idea because people are going to be confused because it's not gong to make sense. People aren't used to Ford having Model something these days. It's usually called like the Ford Fusion.' And he was like, no, his guys really want to use that. That's terrible." After that, Tesla registered the trademark for Model Y as another joke. "In fact, Ford called us up deadpan and said, 'We see you've registered Model Y. Is that what you're gong to use instead of the Model E?'" Musk said. "I'm like, 'No, it's a joke. S-E-X-Y. What does that spell?' But trademark law is a dry profession it turns out.

In terms of resource use and emissions, buying nothing beats buying something virtually all the time: better to keep driving the car you own than shelling out for a brand-new Tesla, or wearing out what is in your wardrobe rather than buying a new capsule wardrobe in the name of ethical fashion. A particularly telling statistic: a person would have to use an organic cotton tote every single day for half a century to offset the impact of its production, the Danish government has estimated.

There’s no better case study showing how connectivity and computing power will turn old products into digitized machines than Tesla, Elon Musk’s auto company. Tesla’s cult following and soaring stock price have attracted plenty of attention, but what’s less noticed is that Tesla is also a leading chip designer. The company hired star semiconductor designers like Jim Keller to build a chip specialized for its automated driving needs, which is fabricated using leading-edge technology. As early as 2014, some analysts were noting that Tesla cars “resemble a smartphone.” The company has been often compared to Apple, which also designs its own semiconductors. Like Apple’s products, Tesla’s finely tuned user experience and its seemingly effortless integration of advanced computing into a twentieth-century product—a car—are only possible because of custom-designed chips. Cars have incorporated simple chips since the 1970s. However, the spread of electric vehicles, which require specialized semiconductors to manage the power supply, coupled with increased demand for autonomous driving features foretells that the number and cost of chips in a typical car will increase substantially.

Tesla > NYT. Elon Musk used the instrumental record of a Tesla drive to knock down an NYT story. The New York Times Company claimed the car had run out of charge, but his dataset showed they had purposefully driven it around to make this happen, lying about their driving history. His numbers overturned their letters. Timestamp > Macron, NYT. Twitter posters used a photo’s timestamp to disprove a purported photo of the Brazilian fires that was tweeted by Emmanuel Macron and printed uncritically by NYT. The photo was shown via reverse image search to be taken by a photographer who had died in 2003, so it was more than a decade old. This was a big deal because The Atlantic was literally calling for war with Brazil over these (fake) photos. Provable patent priority. A Chinese court used an on-chain timestamp to establish priority in a patent suit. One company proved that it could not have infringed the patent of the other, because it had filed “on chain” before the other company had filed. In the first and second examples, the employees of the New York Times Company simply misrepresented the facts as they are wont to do, circulating assertions that were politically useful against two of their perennial opponents: the tech founder and the foreign conservative. Whether these misrepresentations were made intentionally or out of “too good to check” carelessness, they were both attempts to exercise political power that ran into the brick wall of technological truth. In the third example, the Chinese political system delegated the job of finding out what was true to the blockchain. In all three cases, technology provided a more robust means of determining what was true than the previous gold standards — whether that be the “paper of record” or the party-state. It decentralized the determination of truth away from the centralized establishment.

The Internet was originally built on trust,” write the authors of the IBM paper, Veena Pureswaran and Paul Brody. “In the post-Snowden era, it is evident that trust in the Internet is over. The notion of IoT solutions built as centralized systems with trusted partners is now something of a fantasy.” Pureswaran and Brody argue that the blockchain offers the only way to build the Internet of Things to scale while ensuring that no one entity has control over it. A blockchain-based system becomes the Internet of Things’ immutable seal. In an environment where so many machine-to-machine exchanges become transactions of value, we will need a blockchain in order for each device’s owner to trust the others. Once this decentralized trust structure is in place, it opens up a world of new possibilities. Consider this futuristic example: Imagine you drive your electric Tesla car to a small rural town to take a hike in the mountains for the day. When you return you realize you don’t have enough juice in your car and the nearest Tesla Supercharger station is too far away. Well, in a sharing economy enabled by blockchains, you would have nothing to fear. You could just drive up to any house that advertises that it lets drivers plug into an outlet and buy power from it. You could pay for it all with cryptocurrency over a high-volume payments system, such as the Lightning Network, and the tokens would be deducted from your car’s own digital wallet and transferred to the wallet of the house’s electric meter. You have no idea who owns this house, whether they can be trusted not to rip you off, or whether they’re the sort of people who might install some kind of malware into your car’s computer to rob its digital-currency wallet.

Huebner predicted that it would take people about five years to catch on to his thinking, and this forecast proved almost exactly right. Around 2010, Peter Thiel, the PayPal cofounder and early Facebook investor, began promoting the idea that the technology industry had let people down. “We wanted flying cars, instead we got 140 characters” became the tagline of his venture capital firm Founders Fund. In an essay called “What Happened to the Future,” Thiel and his cohorts described

As the Model S fever gripped Silicon Valley, I visited Ford’s small research and development lab in Palo Alto. The head of the lab at the time was a ponytailed, sandal-wearing engineer named T. J. Giuli, who felt very jealous of Tesla. Inside of every Ford were dozens of computing systems made by different companies that all had to speak to each other and work as one. It was a mess of complexity that had evolved over time, and simplifying the situation would prove near impossible at this point, especially for a company like Ford, which needed to pump out hundreds of thousands of cars per year and could not afford to stop and reboot. Tesla, by contrast, got to start from scratch and make its own software the focus of the Model S. Giuli would have loved the same opportunity. “Software is in many ways the heart of the new vehicle experience,” he said. “From the powertrain to the warning chimes in the car, you’re using software to create an expressive and pleasing environment. The level of integration that the software has into the rest of the Model S is really impressive. Tesla is a benchmark for what we do here.” Not long after this chat, Giuli left Ford to become an engineer at a stealth start-up. There

What Musk had done that the rival automakers missed or didn’t have the means to combat was turn Tesla into a lifestyle. It did not just sell someone a car. It sold them an image, a feeling they were tapping into the future, a relationship. Apple did the same thing decades ago with the Mac and then again with the iPod and iPhone. Even those who were not religious about their affiliation to Apple were sucked into its universe once they bought the hardware and downloaded software like iTunes. This sort of relationship is hard to pull off if you don’t control as much of the lifestyle as possible. PC makers that farmed their software out to Microsoft, their chips to Intel, and their design to Asia could never make machines as beautiful and as complete as Apple’s. They also could not respond in time as Apple took this expertise to new areas and hooked people on its applications. You

The guys like Straubel who had been at Tesla since the beginning are quick to remind people that the chance to build an awesome electric car had been there all along. “It’s not really like there was a rush to this idea, and we got there first,” Straubel said. “It is frequently forgotten in hindsight that people thought this was the shittiest business opportunity on the planet. The venture capitalists were all running for the hills.” What separated Tesla from the competition was the willingness to charge after its vision without compromise, a complete commitment to execute to Musk’s standards. fn1

The Tesla Model S is a remarkably luxurious car, though. It’s pretty stiffly sprung, like a sports car, and it has a selectable operating mode that is literally called “Ludicrous.” The car outperforms any comparable internal-combustion vehicle, doing 0–60 in about 3.2 seconds.

There’s the potential that Tesla is setting itself up to capitalize on a situation like the one Apple found itself in when it first introduced the iPhone. Apple’s rivals spent the initial year after the iPhone’s release dismissing the product. Once it became clear Apple had a hit, the competitors had to catch up. Even with the device right in their hands, it took companies like HTC and Samsung years to produce anything comparable. Other once-great companies like Nokia and BlackBerry didn’t withstand the shock. If, and it’s a big if, Tesla’s Model 3 turned into a massive hit—the thing that everyone with enough money wanted because buying something else would just be paying for the past—then the rival automakers would be in a terrible bind. Most of the car companies dabbling in electric vehicles continue to buy bulky, off-the-shelf batteries rather than developing their own technology. No matter how much they wanted to respond to the Model 3, the automakers would need years to come up with a real challenger and even then they might not have a ready supply of batteries for their vehicles. “I think it is going to be a bit like that,” Musk said. “When will the first non-Tesla Gigafactory get built? Probably no sooner than six years from now. The big car companies are so derivative. They want to see it work somewhere else before they will approve the project and move forward. They’re probably more like seven years away. But I hope I’m wrong.” Musk

We rely on geniuses to entertain us, educate us, lead us, and show us all what our species is capable of. We rely on geniuses to give us smart phones, electric cars, cures for diseases, social networking sites, sublime art, world-class food, and, indeed, the very fabric of our culture.

Some additional stats: according to Tesla, the upgraded S will be able to run the quarter mile in 10.9 seconds and reach 155 mph in 22% less time. Ludicrous Mode will also be available on the upcoming Model X crossover SUV. Musk estimates the Ludicrous Mode-equipped Model X cars to be able to hit 60 mph in 3.2 seconds.

electric motor to power a car. The motor he built measured a mere 40 inches long and 30 inches across, and produced about 80 horsepower. Under the hood was the engine: a small, 12-volt storage battery and two thick wires that went from the motor to the dashboard. Tesla connected the wires to a small black box, which he had built the week before with components he bought from a local radio shop. “We now have power,” he said. This mysterious device was used to rigorously test the car for eight days, reaching speeds of 90 mph. He let nobody inspect the box, and cryptically said that it taps into a “mysterious radiation which comes out of the aether,” and that the energy is available in “limitless quantities.” The public responded superstitiously with charges of “black magic” and alliances with sinister forces of the universe. Affronted, he took his black box back with him to New York City and spoke nothing further of it.

couple of the guys at Tesla really liked cars and another one had created a series of science fair projects based on technology that the automotive industry considered ridiculous. What’s more, the founding team had no intention of turning to Detroit for advice on how to build a car company. No, Tesla would do what every other Silicon Valley start-up had done before it, which was hire a bunch of young, hungry engineers and figure things out as they went along.

The big car companies are so derivative.

Quite often, the Tesla engineers brought their Silicon Valley attitude to the automakers’ traditional stomping grounds. There’s a break and traction testing track in northern Sweden near the Arctic Circle where cars get tuned on large plains of ice. It would be standard to run the car for three days or so, get the data, and return to company headquarters for many weeks of meetings about how to adjust the car. The whole process of tuning a car can take the entire winter. Tesla, by contrast, sent its engineers along with the Roadsters being tested and had them analyze the data on the spot. When something needed to be tweaked, the engineers would rewrite some code and send the car back on the ice. “BMW would need to have a confab between three or four companies that would all blame each other for the problem,” Tarpenning said. “We just fixed it ourselves.

However, if something did go wrong with the car, Tesla would come pick it up and give the customer a loaner while it repaired the Model S.

You can see Musk’s embrace of the car as lifestyle in Tesla’s abandonment of model years. Tesla does not designate cars as being 2014s or 2015s, and it also doesn’t have “all the 2014s in stock must go, go, go and make room for the new cars” sales. It produces the best Model S it can at the time, and that’s what the customer receives. This means that Tesla does not develop and hold on to a bunch of new features over the course of the year and then unleash them in a new model all at once. It adds features one by one to the manufacturing line when they’re ready. Some customers may be frustrated to miss out on a feature here and there. Tesla, however, manages to deliver most of the upgrades as software updates that everyone gets, providing current Model S owners with pleasant surprises.

The Model S also offered a way to fix issues in a manner that people had never before encountered with a mass-produced car. Some of the early owners complained about glitches like the door handles not popping out quite right or their windshield wipers operating at funky speeds. These were inexcusable flaws for such a costly vehicle, but Tesla typically moved with clever efficiency to address them. While the owner slept, Tesla’s engineers tapped into the car via the Internet connection and downloaded software updates. When the customer took the car out for a spin in the morning and found it working right, he was left feeling as if magical elves had done the work. Tesla soon began showing off its software skills for jobs other than making up for mistakes. It put out a smartphone app that let people turn on their air-conditioning or heating from afar and to see where the car was parked on a map. Tesla also began installing software updates that imbued the Model S with new features. Overnight, the Model S sometimes got new traction controls for hilly and highway driving or could suddenly recharge much faster than before or possess a new range of voice controls. Tesla had transformed the car into a gadget—a device that actually got better after you bought it. As Craig Venter, one of the earliest Model S owners and the famed scientist who first decoded man’s DNA, put it, “It changes everything about transportation. It’s a computer on wheels.” The

But Musk had little interest in polishing up Tesla’s assets for the highest bidder. He’d started the company to put a dent in the automotive industry and force people to rethink electric cars.

SpaceX has transferred some of the equipment and techniques to Tesla. The hope is that Tesla will be able to make lighter, stronger cars. The

What Musk had done that the rival automakers missed or didn’t have the means to combat was turn Tesla into a lifestyle. It did not just sell someone a car. It sold them an image, a feeling they were tapping into the future, a relationship. Apple did the same thing decades ago with the Mac and then again with the iPod and iPhone. Even those who were not religious about their affiliation to Apple were sucked into its universe once they bought the hardware and downloaded software like iTunes. This

Failure can feel like the ultimate death sentence, but it’s actually a step forward. When we fail, life is pushing us in a different direction so we can experience something new. One adventure has ended and another is about to begin, because it must. Think of your activities in life as scientific experiments. Scientists expect the vast majority of their tests to fail, but they still view each test as a step forward, regardless of the outcome. This is because each failed test rules out that particular approach, narrowing the remaining scope of potential solutions. You might be thinking, “What if all of my experiments fail until the day I die?” Great question. That might happen, depending on how you define failure and success. Here’s the magical solution to that problem: The results of your experiments are of little consequence. Only the experiments themselves matter. The old platitude is true: It’s about the journey, not the destination. Doing experiments will account for 99% of your time on this earth. That’s the journey. The result of your experiments is the other 1%. If you enjoy 99% of your life (the time spent in experimentation), who cares about the results? This is how to remove the problem of failure. Failure is just a temporary result. Its effect is as big or as small as you allow it to be. Elon Musk is becoming a household name. He cofounded Paypal. He now runs two companies simultaneously. The first, Tesla Motors, builds electric cars. The second, SpaceX, builds rocket ships. Many people think of Elon Musk as a real-world Iron Man—a superhero. He’s a living legend. He works extremely hard, and he’s brilliant. Did you know that Elon Musk never worked at Netscape? This is interesting because he actually wanted to work there very badly. He applied to Netscape while he was in grad school at Stanford, but never received a response. He even went to Netscape’s lobby with resume in hand, hoping to talk to someone about getting a job. No one in the lobby ever spoke to Elon that day. After getting nervous and feeling ashamed of himself, he walked out. That’s right. Elon Musk failed to get hired at Netscape. The recruiting managers didn’t see a need for him, and he was too ashamed to keep badgering them. So what happened next? Well, we know what happened from there. Musk went on to become one of the most successful and respected visionaries of our time.[30] Take a deep breath and realize that there are no life-ending failures, only experiments and results. It’s also important to realize that you are not the failure—the experiment is the failure. It is impossible for a person to be a failure. A person’s life is just a collection of experiments. We’re meant to enjoy them and grow from them. If you learn to love the process of experimentation, the prospect of failure isn’t so scary anymore.

Musk had never run a car factory before and was considered arrogant and amateurish by Detroit. Yet, one year after the Model S went on sale, Tesla had posted a profit, hit $562 million in quarterly revenue, raised its sales forecast, and become as valuable as Mazda Motor. Elon Musk had built the automotive equivalent of the iPhone.