Chapter 1
8 “You did it!” . . . as Musk beamed down at them from the stage: https://youtu.be/LBuTElFMOvA
10 it is being produced at a rate of more than five thousand units per week: Tom Randall and Dean Halford. “Tesla Model 3 Tracker.” Bloomberg, latest update February 14, 2019. https://www.bloomberg.com/graphics/2018-tesla-tracker/
10 Yet, it’s taken about $4.5 billion in fresh capital: Alexandria Sage. “Tesla raises $1.46 billion in stock sale.” Reuters, May 19, 2016. https://www.reuters.com/article/us-tesla-offering/tesla-raises-1-46-billion-in-stock-sale-ifr-idUSKCN0YB08W; Rishika Sadam. “Tesla raises $1.2 billion, 20 percent more than planned.” Reuters, March 17, 2017. https://www.reuters.com/article/us-tesla-offering-idUSKBN16O1NH; Evelyn Chang. “Tesla’s first junk bond offering is a hit, but now Elon Musk must deliver.” CNBC, August 11, 2017. https://www.cnbc.com/2017/08/11/tesla-debt-offering-raised-to-1-point-8-billion-300-million-more-than-planned-on-high-demand.html
10 demand for all but the cheapest versions: Alexandria Sage. “Exclusive: Tesla’s delivery team gutted in recent job cuts – sources.” Reuters, February 8, 2019. https://www.reuters.com/article/us-tesla-demand/teslas-delivery-team-gutted-in-recent-job-cuts-sources-idUSKCN1PY00J
10 deliveries were down by more than thirty percent: Tesla Motors press release. “Tesla Q1 2019 Vehicle Production & Deliveries.” April 3, 2019. https://ir.tesla.com/news-releases/news-release-details/tesla-q1-2019-vehicle-production-deliveries
11 an automaker needed to produce on the order of five million units per year just to survive: Edward Niedermeyer. “Sergio Marchionne Is Insane.” The Truth About Cars, May 4, 2009. https://www.thetruthaboutcars.com/2009/05/sergio-marchionne-is-insane/
12 Eight other states have adopted CARB’s ZEV mandate: “California applauds multi-state coalition’s releases new Zero-Emission Vehicle Action Plan.” California Air Resources Board, June 20, 2018. https://ww2.arb.ca.gov/index.php/news/california-applauds-multi-state-coalitions-releases-new-zero-emission-vehicle-action-plan
19 as the company’s PR department has claimed: Charles Duhigg. “Dr. Elon & Mr. Musk: Life Inside Tesla’s Production Hell.” Wired, December 13, 2018. https://www.wired.com/story/elon-musk-tesla-life-inside-gigafactory/
Chapter 2
21 The post, titled “The Secret Tesla Motors Master Plan (just between you and me)”: https://www.tesla.com/blog/secret-tesla-motors-master-plan-just-between-you-and-me
22 Eberhard and Tarpenning’s initial business plan: Drake Baer. “Tesla: The Origin Story.” Business Insider, November 11, 2014. https://www.businessinsider.com/tesla-the-origin-story-2014-10
24 which had dropped its lead-acid battery pack for an array of small cylindrical lithium-ion battery cells: Michael Shnayerson. “Quiet Thunder.” Vanity Fair, May 2007. https://www.vanityfair.com/news/2007/05/tesla200705
24 Cocconi’s bitter experience with the EV1 program: Michael Shnayerson. The Car That Could: The Inside Story of GM’s Revolutionary Electric Vehicle New York: Random House, 1996
25 According to Elon Musk, electric cars were what had first brought him to Silicon Valley: Elon Musk. “In the Beginning.” Tesla Motors Blog (since deleted, accessed via web.archive.org). https://web.archive.org/web/20090624221445/http://www.teslamotors.com/blog2/?p=73
25 Errol, owned a 50 percent stake in a Zambian emerald mine: Phillip De Wet. “‘We had so much money we couldn’t even close our safe’: Elon Musk’s Dad tells BI about the family’s insanely casual attitude to wealth.” Business Insider, February 23, 2018. https://www.businessinsider.com/elon-musks-dad-tells-bi-about-the-familys-casual-attitude-to-wealth-2018-2
25 having sold his first computer game at age twelve: Ashlee Vance. Elon Musk: Tesla, SpaceX, and the Quest for a Fantastic Future. New York: Ecco (HarperCollins), 2015.
26 “It’s a million-dollar car”: Elon Musk best videos. “Young Elon Musk featured in documentary about millionaires (1999).” YouTube video, October 24, 2015. https://youtu.be/eb3pmifEZ44
26 Musk would say that his first meeting with Straubel “was really what ultimately led to Tesla as it is today”: Darren Bryant. “Elon Musk recounts Tesla’s history at 2016 shareholders meeting.” YouTube video, January 10, 2017. https://youtu.be/AKfiKvbqbQw
26 Afterward, Straubel emailed Musk: Elon Musk. “In the Beginning.” Tesla Motors Blog (since deleted, accessed via web.archive.org). https://web.archive.org/web/20090624221445/http://www.teslamotors.com/blog2/?p=73
27 “AC Propulsion shares your view”: Ibid.
29 The fragile prototypes: Darren Bryant. “Elon Musk recounts Tesla’s history at 2016 shareholders meeting.” YouTube video, January 10, 2017. https://youtu.be/AKfiKvbqbQw
30 he had sent an email (since published at Business Insider) to Tesla’s de facto PR man, Mike Harrigan, saying that “the portrayal of my role to date has been incredibly insulting”: Drake Baer. “The Making of Tesla: Invention, Betrayal, and the Birth of the Roadster.” Business Insider, November 11, 2014. https://www.businessinsider.com/tesla-the-origin-story-2014-10
Chapter 3
33 “We had no idea what we were doing,” Elon Musk told the crowd: Darren Bryant. “Elon Musk recounts Tesla’s history at 2016 shareholders meeting.” YouTube video, January 10, 2017. https://youtu.be/AKfiKvbqbQw
34 hundreds of automakers had gone bankrupt: “List of defunct automobile manufacturers of the United States.” Wikipedia. https://en.wikipedia.org/wikiList_of_defunct_automobile_manufacturers_of_the_United_States
35 “Tesla will build high-performance electric sports cars”: Drake Baer. “The Making of Tesla: Invention, Betrayal, and the Birth of the Roadster.” Business Insider, November 11, 2014. https://www.businessinsider.com/tesla-the-origin-story-2014-10
37 To Eberhard and Tarpenning, who, in their initial feasibility study: Ashlee Vance. Elon Musk: Tesla, SpaceX, and the Quest for a Fantastic Future. New York: Ecco (HarperCollins), 2015.
37 Tesla would have to license the Elise’s aluminum chassis and then reengineer it: Martin Eberhard. “Lotus Position.” Tesla Motors Blog, July 25, 2006. https://www.tesla.com/blog/lotus-position
38 either out of concern for his wife: Ashlee Vance. Elon Musk: Tesla, SpaceX, and the Quest for a Fantastic Future. New York: Ecco, 2015.
38 or for taller customers: Martin Eberhard. “Lotus Position.” Tesla Motors Blog, July 25, 2006. https://www.tesla.com/blog/lotus-position
38 the resulting car shared only 7 percent of its parts: Darryl Siry. “Mythbusters Part 2: The Tesla Roadster Is Not a Converted Lotus Elise.” Tesla Motors Blog, March 3, 2008. https://www.tesla.com/blog/mythbusters-part-2-tesla-roadster-not-converted-lotus-elise
39 according to Drake Baer, he was the only leading figure at Tesla not invited to Eberhard’s final design Bake-Off: Drake Baer. “The Making of Tesla: Invention, Betrayal, and the Birth of the Roadster,” Business Insider. November 11, 2014. https://www.businessinsider.com/tesla-the-origin-story-2014-10
39 He would later take credit: Elon Musk. “In the Beginning.” Tesla Motors Blog (since deleted, accessed via web.archive.org). https://web.archive.org/web/20090624221445/http://www.teslamotors.com/blog2/?p=73
Chapter 4
41 “How to Be Silicon Valley”: Paul Graham. “How to Be Silicon Valley.” PaulGraham.com, May 2006. http://paulgraham.com/siliconvalley.html
43 As Tarpenning explained in Charles Morris’s history of the company: Charles Morris. Tesla Motors: How Elon Musk and Company Made Electric Cars Cool and Sparked the Next Tech Revolution, excerpted in Charged Electric Vehicles Magazine, September 7, 2014. https://chargedevs.com/features/new-book-excerpt-the-early-days-of-tesla/
44 This process started with the development of a digital motor controller: Darren Bryant. “Elon Musk recounts Tesla’s history at 2016 shareholders meeting.” YouTube video, January 10, 2017. https://youtu.be/AKfiKvbqbQw
44 Eberhard’s original plan for Tesla: Drake Baer. “The Making of Tesla: Invention, Betrayal, and the Birth of the Roadster.” Business Insider, November 11, 2014. https://www.businessinsider.com/tesla-the-origin-story-2014-10
44 Even when the car failed to work properly: Darren Bryant. “Elon Musk recounts Tesla’s history at 2016 shareholders meeting.” YouTube video, January 10, 2017. https://youtu.be/AKfiKvbqbQw
45 By October he was pushing Eberhard: Drake Baer. “The Making of Tesla: Invention, Betrayal, and the Birth of the Roadster.” Business Insider, November 11, 2014. https://www.businessinsider.com/tesla-the-origin-story-2014-10
46 a presentation to CARB: Martin Eberhard. “California ARB ZEV Symposium presentation.” September 26, 2006. https://www.arb.ca.gov/msprog/zevprog/2006symposium/presentations/eberhard.pdf
46 fundamental to Tesla’s Series D funding pitch: “Tesla Motors Secures $45 Million Series D Investment Round Led by Technology Partners and Elon Musk.” Tesla Motors press release, May 11, 2007. http://www.marketwired.com/press-release/tesla-motors-secures-45-million-series-d-investment-round-led-technology-partners-elon-734724.htm
47 Eberhard had told Tesla’s new investors: Elon Musk. “In the Beginning.” Tesla Motors Blog (since deleted, accessed via web.archive.org). https://web.archive.org/web/20090624221445/http://www.teslamotors.com/blog2/?p=73
47 On the day he took over as CEO: Ibid.
49 prompting Magna to sue for breach of contract: Craig Rubens. “Tesla’s Other Lawsuit: Transmission Troubles.” GigaOm, April 15, 2008. https://gigaom.com/2008/04/15/teslas-other-lawsuit-transmission-troubles/#more-1887
49 Straubel and his team would have to completely redesign the remaining AC Propulsion technology: Darren Bryant. “Elon Musk recounts Tesla’s history at 2016 shareholders meeting.” YouTube video, January 10, 2017. https://youtu.be/AKfiKvbqbQw
49 Moore’s Law came to Tesla’s rescue: Brian McCullough. “Transcript of interview with co-founder of Tesla, Marc Tarpenning.” Internet History Podcast, May 15, 2016. http://www.internethistorypodcast.com/2016/05/co-founder-of-tesla-marc-tarpenning/
49 33 percent higher: JB Straubel. “An Engineering Update on Powertrain 1.5.” Tesla Motors Blog, May 27, 2008. https://www.tesla.com/blog/engineering-update-powertrain-15
50 Musk’s ouster of Eberhard had badly shaken morale: Martin Eberhard. “Stealth Bloodbath.” Tesla Founders Blog (since deleted, accessed via web.archive.org), January 10, 2008. https://web.archive.org/web/20080115134414/http://teslafounders.wordpress.com/2008/01/10/stealth-bloodbath/
Chapter 5
56 technology analyst Horace Dediu points out: Horace Dediu. “The Entrant’s Guide To The Automobile Industry.” Asymco.com, February 23, 2015. http://www.asymco.com/2015/02/23/the-entrants-guide-to-the-automobile-industry/
57 Ohno began combining Deming’s ideas: Takahiro Fujimoto. The Evolution of a Manufacturing System at Toyota. New York: Oxford University Press, 1999.
58 According to longtime VP of Powertrain Technology Jim Dunlay: Charles Fine, Loredana Padurean, and Milo Werner. “The Tesla Roadster (A): Accelerated Supply Chain Learning.” MIT Sloan Management Review, 14–157, July 24, 2014. Accessed via Studylib.net. https://studylib.net/doc/8714121/the-tesla-roadster--a---accelerated-supply-chain-learning
59 The build quality of a contemporary Lotus Evora: Dan Neil. “Ecstasy-to-drive Lotus Evora leaves one question: Take a check?” Los Angeles Times, January 22, 2010. https://www.latimes.com/archives/la-xpm-2010-jan-22-la-fi-neil22-2010jan22-story.html
59 the emphasis on speed—which would . . . won out: Mark Donovan and James P. Womack. “The Tesla Way vs. The Toyota Way.” The Lean Post, June 2, 2016. https://www.lean.org/LeanPost/Posting.cfm?LeanPostId=581
60 Musk extolling eighty-hour work weeks: Olivia Rudgard. “Elon Musk: Workers Should Put In 100 Hours a Week to Change the World.” The Telegraph, November 27, 2018. https://www.telegraph.co.uk/technology/2018/11/27/elon-musk-workers-should-put-80-hours-week-change-world/
60 workers reporting twelve- to sixteen-hour shifts: Tom Randall, Josh Eidelson, Dana Hull, and John Lippert. “Hell for Elon Musk Is a Midsize Sedan.” Bloomberg Businessweek, July 12, 2018. https://www.bloomberg.com/news/features/2018-07-12/how-tesla-s-model-3-became-elon-musk-s-version-of-hell
60 employees sleeping in the factory: Caroline O’Donovan. “At Tesla’s Factory, Building the Car of the Future Has Painful and Permanent Consequences for Some Workers.” BuzzFeed News, February 4, 2018. https://www.buzzfeednews.com/article/carolineodonovan/tesla-fremont-factory-injuries
60 exhaustion- and Red Bull-fueled “Tesla stare”: Tom Randall, Josh Eidelson, Dana Hull, and John Lippert. “Hell for Elon Musk Is a Midsize Sedan.” Bloomberg Businessweek, July 12, 2018. https://www.bloomberg.com/news/features/2018-07-12/how-tesla-s-model-3-became-elon-musk-s-version-of-hell
60 Luxury and premium car brands like Ferrari and Land Rover: “2018 What Car? Reliability Survey.” What Car? November 30, 2018. https://www.whatcar.com/news/2018-what-car-reliability-survey/n17826
61 the actor gave a less than glowing review: Tom Junod. “George Clooney’s Rules for Living.” Esquire, November 11, 2013. https://www.esquire.com/news-politics/a25952/george-clooney-interview-1213/
61 Musk struck back, sardonically tweeting: Elon Musk. Twitter, November 12, 2013. https://twitter.com/elonmusk/status/400411503742164992
62 would continue to trade off with the principles of successful manufacturing culture throughout the company’s history: Jeffrey Liker. “Tesla vs. TPS: Seeking the Soul in the New Machine.” Industry Week, March 7, 2018. https://www.industryweek.com/operations/tesla-vs-tps-seeking-soul-new-machine
Chapter 6
64 We need to get the company to cash flow–positive: Chris Paine. Revenge of the Electric Car, 2011.
65 leading to the departure of Tesla’s VP of marketing: Owen Thomas. “Tesla’s Motormouth Marketer Dodged Deposit Dilemma.” Valleywag, February 26, 2009. https://gawker.com/5160624%2Fteslas-motormouth-marketer-dodged-deposit-dilemma
65 Tesla had just $9 million in its bank accounts: Nichola Groom, Kevin Krolicki. “Tesla sees new financing, founder offers support.” Reuters, October 30, 2009. https://www.reuters.com/article/autos-tesla/tesla-sees-new-financing-founder-offers-support-idUSN3130815920081031
66 Musk told the New York Times: Claire Cain Miller. “Musk Unplugged: Tesla C.E.O. Discusses Car Troubles.” New York Times, October 24, 2008. https://bits.blogs.nytimes.com/2008/10/24/musk-unplugged-tesla-ceo-discusses-car-troubles/
66 when it put out a press release: Tesla Motors press release. “Tesla Motors Receives $40 Million Financing Commitment.” November 3, 2008 http://ir.tesla.com/static-files/633611b0-e8d8-44da-83de-ebfd860ca7ea
66 and Reuters reported that the funding was “secured”: Kevin Krolicki. “Tesla secures $40 million in convertible financing.” Reuters, November 3, 2008. https://www.reuters.com/article/tesla-funding/tesla-secures-40-million-in-convertible-financing-idUSN0331410320081103
66 repeating the Christmas Eve story: “Tesla and SpaceX—Elon Musk’s industrial empire.” 60 Minutes, original air date March 30, 2014. YouTube video. https://youtu.be/52x0ukhE2Vo; Sebastian Blanco. “Full text of Elon Musk’s Paris COP21 speech.” Autoblog.com. December 5, 2015. https://www.autoblog.com/2015/12/05/full-text-of-elon-musks-paris-cop21-speech/
67 Eberhard had testified: “Testimony of Martin Eberhard CEO and Cofounder of Tesla Motors Inc.” Finance Committee of the United States Senate, May, 1, 2007. https://www.finance.senate.gov/imo/media/doc/050107testme.pdf
67 Tesla had obtained a contract to supply battery packs: Sam Abuelsamid. “Tesla offers up more details on TH!NK battery deal.” Autoblog, May 23rd, 2007. https://www.autoblog.com/2007/05/23/tesla-offers-up-more-details-on-th-nk-battery-deal/
67 establish a new division for this business called “Tesla Energy Group”: Martin Eberhard. “Introducing Tesla Energy Group.” Tesla Motors Blog, May 22, 2007. https://web.archive.org/web/20090814225814/http://www.teslamotors.com/blog2/?p=50
68 A third version, published in Wired in 2010: Joshua Davis. “How Elon Musk Turned Tesla into the Car Company of the Future.” Wired, September 27, 2010. https://www.wired.com/2010/09/ff-tesla/
68 Musk would later call Daimler’s investment: Darren Bryant. “Elon Musk recounts Tesla’s history at 2016 shareholders meeting.” YouTube video, January 10, 2017. https://youtu.be/AKfiKvbqbQw
69 In one of the first emails to customers: Jason Calacanis. “Tesla Customer update . . .” Calacanis.com, January 17, 2009. https://calacanis.com/2009/01/17/tesla-customer-update/
69 predictably fueled confusion and suspicion: Tesla Motors Club. “Tesla Increases Prices for Existing 2008 Orders.” Teslamotorsclub.com, January 15, 2009. https://teslamotorsclub.com/tmc/threads/tesla-increases-prices-for-existing-2008-orders.2199/
69 Musk wrote another email: Tom Saxton. “Elon Musk Explains the Roadster Price Increase.” Saxton.org, January 22, 2009. https://saxton.org/tom_saxton/2009/01/price-increase-explanation.html
70 or pony up $6,700 to $9,350 more: Tom Saxton. “The New Tesla Prices.” Saxton.org, January 17, 2009. https://saxton.org/tom_saxton/2009/01/new-tesla-prices.html
71 In a February 11, 2009, email to customers: Matt Hardigree. “Tesla Model S Coming March 26, But Where’s the DOE Funding?” Jalopnik, February 11, 2009. https://jalopnik.com/tesla-model-s-coming-march-26-but-wheres-the-doe-fundi-5151712
71 the DOE did announce that Tesla was among the companies: “Obama Administration Awards First Three Auto Loans for Advanced Technologies to Ford Motor Company, Nissan Motors and Tesla Motors.” US Department of Energy, June 23, 2009. https://www.energy.gov/articles/obama-administration-awards-first-three-auto-loans-advanced-technologies-ford-motor-company
71 wouldn’t be signed for nearly another year: “Secretary Chu Announces Closing of $465 Million Loan to Tesla Motors.” US Department of Energy, January 21, 2010. https://www.energy.gov/articles/secretary-chu-announces-closing-465-million-loan-tesla-motors
71 the Department of Energy confirmed: Dan Strumpf. “Tesla expects to get $350M in government funds.” San Mateo Daily Journal, February 12, 2009. https://www.smdailyjournal.com/news/local/tesla-expects-to-get-m-in-government-funds/article_4cf14333-1e53-5351-a1bb-8f47ffff4b08.html
72 posted the email to its blog: Elon Musk. “Tesla Motors Update.” Tesla Motors Blog, via web.archive.org. https://web.archive.org/web/20090215045336/http://www.teslamotors.com/blog2/?p=70
72 in August 2009, Tesla proudly announced: Chuck Squatriglia. “Tesla Finally Turns a Profit.” Wired, August 7, 2009. https://www.wired.com/2009/08/tesla-profit/
72 in the company’s official press release: “Tesla Motors Attains Profitability Milestone.” Business Wire, August 7, 2009. https://www.businesswire.com/news/home/20090807005516/en/Tesla-Motors-Attains-Profitability-Milestone
72 the company filed paperwork to go public: Tesla Motors. “Form S1 Registration Statement.” US Securities and Trade Commission, January 29, 2010. https://www.sec.gov/Archives/edgar/data/1318605/000119312510017054/ds1.htm
72 in fact: Tesla Motors. “IPO Prospectus.” US Securities and Trade Commission, June 28, 2010. https://www.sec.gov/Archives/edgar/data/1318605/000119312510149105/d424b4.htm
72 telling Bloomberg that Tesla: Ronald Frover. “To the Moon: Elon Musk’s High-Powered Visions.” Bloomberg Businessweek, September 11, 2009. www.bloomberg.com/news/articles/2009-09-11/to-the-moon-elon-musks-high-powered-visionsbusinessweek-business-news-stock-market-and-financial-advice
73 Darryl Siry reported in Wired: “Tesla Subsidy Vanishing Amid Electric Car Boom.” Wired, August 2, 2010. https://www.wired.com/2010/08/tesla-subsidy-vanishing-amid-electric-vehicle-boom/
73 according to Vance: Ashlee Vance. Elon Musk: Tesla, SpaceX, and the Quest for a Fantastic Future. New York: Ecco (HarperCollins), 2015.
73 Musk drove a sleek, fastback silver-gray sedan: dougdirac. “Tesla Model S unveiling party – Part1.” YouTube video, March 29, 2009. https://youtu.be/OFugGJZcFoE
74 During a test ride in the prototype that evening: dougdirac. “Ride in the Tesla Model S sedan.” YouTube video, March 27, 2009. https://youtu.be/6-GSWzsTtts
74 Musk emphasized the car’s affordability: Tesla Motors. “Tesla unveils world’s first mass-produced, highway-capable EV.” Tesla Motors Blog, April 20, 2010. https://www.tesla.com/blog/tesla-unveils-world%E2%80%99s-first-mass-produced-highway-capable-ev
75 leading to tentative headlines like: John Voelcker. “The Tesla Model S Won’t Be Real Unless Elon Musk Has a Few Hundred Million to Spare.” Green Car Reports, March 26, 2009. https://www.greencarreports.com/news/1019686_the-tesla-model-s-wont-be-real-unless-elon-musk-has-a-fewhundred-million-to-spare
75 by using borrowed control stalks: Bozi Tatarevic. “The Parts the Tesla Model S Shares With Other Cars.” Road & Track, February 6, 2018. https://www.roadandtrack.com/car-culture/a16570798/tesla-model-s-parts-other-cars-have/
76 the mayor of Downey told the media: Michael Graham Richard. “Mayor of Downey, CA: Deal with Tesla for Model S Factory ‘99.9% done.’” Treehugger, November 25, 2009. https://www.treehugger.com/corporate-responsibility/mayor-of-downey-ca-deal-with-tesla-for-model-s-factory-999-done.html
76 was deeply worried that “big company disease” was eroding the automaker’s competitive edge: Alex Taylor III. “Toyota’s new man at the wheel.” Fortune, June 26, 2009. http://archive.fortune.com/2009/06/23/autos/akio_toyoda_toyota_new_president.fortune/index.htm
76 in May of 2010: Poornima Gupta and Chang-Ran Kim. “Toyota gets Tesla stake, Tesla gets Toyota factory.” Reuters, May 20, 2010. https://www.reuters.com/article/us-tesla-toyota/toyota-gets-tesla-stake-tesla-gets-toyota-factory-idUSTRE64J70O20100521
77 Panasonic invested $30 million in Tesla: “Panasonic Invests $30M in Tesla.” New Statesman America, November 5, 2010. https://www.newstatesman.com/energy-and-clean-tech/2010/11/panasonic-battery-tesla
77 the two firms began to partner on the next generation of EV batteries: Poornima Gupta. “Tesla, Panasonic partner on electric car batteries.” Reuters, January 7, 2010. https://www.reuters.com/article/tesla-panasonic/tesla-panasonic-partner-on-electric-car-batteries-idUSN0721766720100107
77 culminating in a 2014 commitment to build a massive joint plant: Tesla Motors Press Release. “Panasonic and Tesla Sign Agreement for the Gigafactory.” July 31, 2014. https://ir.teslamotors.com/news-releases/news-release-details/panasonic-and-tesla-sign-agreement-gigafactory
78 Musk would repeatedly blame Eberhard. “In the Beginning.” Tesla Motors Blog (since deleted, accessed via web.archive.org). https://web.archive.org/web/20090624221445/http://www.teslamotors.com/blog2/?p=73; Claire Cain Miller, “Musk Unplugged: Tesla C.E.O. Discusses Car Troubles.” New York Times, October 24, 2008. https://bits.blogs.nytimes.com/2008/10/24/musk-unplugged-tesla-ceo-discusses-car-troubles/
79 Musk told a conference: Eliot Van Buskirk. “Tesla Motors’ Musk: Let Me Run Detroit.” Wired, June 15, 2009. https://www.wired.com/2009/06/elon-musk-on-the-inevitability-of-the-ev-running-detroit-and-firing-a-certain-someone/
Chapter 7
80 Musk fired back at the entire financial establishment: sunnydays020388. “Elon Musk Disses Jim Cramer Live on CNBC.” Youtube video, June 29, 2010. https://youtu.be/OJ40QRTC0RA
81 the high-tech investors that Tesla had targeted: Ben Wojdyla. “Inside the Secret $178 Million Tesla IPO Presentation.” Jalopnik, June 22, 2010. https://jalopnik.com/inside-the-secret-178-million-tesla-ipo-presentation-5569882
81 By presenting Tesla as a “frickin’ technology velociraptor”: Lindsay Riddell. “Beware the Tesla velociraptor.” San Francisco Business Times, June 23, 2010. https://www.bizjournals.com/sanfrancisco/blog/2010/06/beware_the_tesla_velociraptor.html
81 Revenue from the Roadster: Tesla Motors. “Form 10-K.” US Securities and Exchange Commission, February 28, 2011. https://www.sec.gov/Archives/edgar/data/1318605/000119312511054847/d10k.htm
82 the loan agreement included a number of conditions: “Loan Arrangement and Reimbursement Agreement between Tesla Motors, Inc and United States Department of Energy.” US Securities and Exchange Commission, January 20, 2010. https://www.sec.gov/Archives/edgar/data/1318605/000119312510129878/dex1037.htm; “First Amendment to Loan Arrangement and Reimbursement Agreement.” US Securities and Exchange Commission, June 15, 2011. https://www.sec.gov/Archives/edgar/data/1318605/000119312512081990/d279413dex1037a.htm; “Limited Waiver to the Loan Arrangement and Reimbursement Agreement.” US Securities and Exchange Commission, February 22, 2012. https://www.sec.gov/Archives/edgar/data/1318605/000119312512081990/d279413dex1037b.htm; “Second Amendment to the Loan Arrangement and Reimbursement Agreement.” US Securities and Exchange Commission, June 20, 2012. https://www.sec.gov/Archives/edgar/data/1318605/000119312512332138/d364775dex102.htm; “Second Limited Waiver to the Loan Arrangement and Reimbursement Agreement.” US Securities and Exchange Commission, September 24, 2012. https://www.sec.gov/Archives/edgar/data/1318605/000119312512402293/d413621dex101.htm; “Third Amendment to the Loan Arrangement and Reimbursement Agreement.” US Securities and Exchange Commission, December 20, 2012. https://www.sec.gov/Archives/edgar/data/1318605/000119312513096241/d452995dex1037d.htm; “Fourth Amendment to the Loan Arrangement and Reimbursement Agreement.” US Securities and Exchange Commission, March 1, 2013. https://www.sec.gov/Archives/edgar/data/1318605/000119312513096241/d452995dex1037f.htm
83 officially delivered the first customer Model S: Tesla Model S “Customer Delivery Event.” YouTube video, July 31, 2012. https://youtu.be/SLio4A13Ric
83 reservations were not converting into sales as fast as Tesla needed them to: Ashlee Vance. Elon Musk: Tesla, SpaceX, and the Quest for a Fantastic Future. Ecco, 2015.
83 the company’s annual automotive sales revenue: Tesla “Form 10-K.” US Securities and Exchange Commission, January 31, 2013. https://www.sec.gov/Archives/edgar/data/1318605/000119312513096241/d452995d10k.htm
84 Tesla hiked the prices by $2,500: George Blankenship. “2013 Model S Price Increase.” Tesla Motors Blog, November 29, 2012. https://www.tesla.com/blog/2013-model-s-price-increase
84 Tesla told reservation holders: Jay Cole. “Tesla 60 kWh Model S Deliveries Delayed to January-February, Entry Level Until March-April.” InsideEVs, December 4, 2012. https://insideevs.com/tesla-60-kwh-model-s-deliveries-delayed-january-february-entry-level-until-march-april/
84 In quarterly calls with Wall Street analysts: “Q3 2012 Tesla Motors Inc Earnings Conference Call” via Bamsec (paid service). https://www.bamsec.com/transcripts/4928460; “Q4 2012 Tesla Motors Inc Earnings Conference Call” via Bamsec (paid service). https://www.bamsec.com/transcripts/5010443
84 poor body panel fit: Tesla Motors Club. “Body Panel Gap and Alignment Issues.” Teslamotorsclub.com, December 29, 2012. https://teslamotorsclub.com/tmc/threads/body-panel-gap-and-alignment-issues.12255/
84 creaks and rattles: Tesla Motors Club. “Model S Squeaks, Creaks, and Rattles.” Teslamotorsclub.com, November 26, 2012. https://teslamotorsclub.com/tmc/threads/model-s-squeaks-creaks-and-rattles.12221/
84 missing software features: Tesla Motors Club. “Tesla Needs an Army of Developers!” Teslamotorsclub.com, December 12, 2012. https://teslamotorsclub.com/tmc/threads/tesla-needs-an-army-of-developers.11829/
85 Earlier in the year, Musk had said: John Voelcker. “Tesla Motors Won’t Need More Money, Says CEO Musk.” Green Car Reports, February 15, 2012. https://www.greencarreports.com/news/1073019_tesla-motors-wont-need-more-money-says-ceo-musk
85 Musk published a blog post: Elon Musk. “An Update From Elon Musk” Tesla Motors Blog, October 3, 2012. https://www.tesla.com/blog/update-elon-musk
85 contacting reservation holders and asking them to take delivery as soon as possible: Jay Cole. “Tesla Works the System To Give $7,500 Federal Credit Christmas Present to Future Model S Owners . . . And Maybe Themselves.” InsideEVs, December 17, 2012. https://insideevs.com/tesla-works-the-system-to-give-7500-federal-credit-christmas-present-to-model-s-owners-and-maybe-themselves/
85 the fact that the IRS clearly states: Internal Revenue Service. About Form 8936, Qualified Plug-in Electric Drive Motor Vehicle Credit. https://www.irs.gov/forms-pubs/about-form-8936
87 Tesla sent an email to reservation holders in March: Alex Davies. “Tesla Asked Buyers to Pay for Cars Early to Make It Profitable for the Quarter.” Business Insider, April 3, 2013. https://www.businessinsider.com/tesla-urged-buyers-to-pay-for-cars-early-make-it-profitable-2013-4
87 Musk claimed to not have been aware of this “overzealous” effort: Alex Davies. “Elon Musk: Asking Buyers to Pay for Cars Early to Make Tesla Profitable Was ‘Overzealous.’” Business Insider, April 5, 2013. https://www.businessinsider.com/elon-musk-email-to-buyers-was-overzealous-2013-4
87 On the Q1 call: “Q1 2013 Tesla Motors Inc Earnings Conference Call” via Bamsec (paid service). https://www.bamsec.com/transcripts/5067540
87 completely changed its reservation system: Tesla. “Form 10-Q.” US Securities and Exchange Commission, April 30, 2013. https://www.sec.gov/Archives/edgar/data/1318605/000119312513212354/d511008d10q.htm
87 contemporary forum posts: Tesla Motors Club. “Cancelled My Reservation – Refund Timeline is Rediculous.” Teslamotorsclub.com, March 7, 2013. https://teslamotorsclub.com/tmc/threads/cancelled-my-reservation-refund-timeline-is-rediculous.14587/
88 Musk told Tesla’s PR staff: Ashlee Vance. Elon Musk: Tesla, SpaceX, and the Quest for a Fantastic Future. New York: Ecco (HarperCollins), 2015.
88 an asterisk-laden lease plan: Adi Robertson. “New Tesla sales plan offers the Model S for $500 a month, but only after some extremely creative math (update).” The Verge, April 2, 2013. https://www.theverge.com/2013/4/2/4175196/new-tesla-sales-plan-knocks-down-model-s-price-with-creative-math
88 the goal of making its Superchargers “zombie apocalypse-proof”: Todd Woody. “Elon Musk: Buy a Tesla electric car and you’ll survive the zombie apocalypse.” Quartz, May 30, 2013. https://qz.com/89519/elon-musk-buy-a-tesla-electric-car-and-youll-survive-the-zombie-apocalypse/
88 battery-swap system that would automatically recharge: Lance Whitney. “Tesla demos electric battery swap in just 90 seconds.” CNET, June 21, 2013. https://www.cnet.com/news/tesla-demos-electric-battery-swap-in-just-90-seconds/
88 an “Autopilot” system that would be able to drive itself: Richard Waters and Henry Foy. “Tesla moves ahead of Google in race to build self-driving cars.” Financial Times, September 17, 2013. https://www.ft.com/content/70d26288-1faf-11e3-8861-00144feab7de
88 prompting a statement from the regulator warning it not to overstate its ratings: Sean Hollister. “NHTSA tells Tesla there’s no such thing as a 5.4-star crash rating.” The Verge, November 23, 2013. https://www.theverge.com/2013/11/23/5135258/nhtsa-tesla-star-safety-advertising-guidelines
89 Chart: Tesla’s stock price and trading volume from IPO through 2014: “Tesla Inc.” Morningstar. https://www.morningstar.com/stocks/xnas/tsla/quote.html
89 Chart: Tesla’s monthly operating profit and loss from 2010 through 2014: Tesla Motors. DOE Compliance Certificates delivered pursuant to Loan Arrangement and Reimbursement Agreement of January 2010; financial statements April 16, 2010, through May 15, 2013. Obtained by FOIA request; Tesla Motors. “Tesla Motors, Inc. – First Quarter 2012 Shareholder Letter.” Tesla.com, May 9, 2012. https://ir.tesla.com/static-files/417d6054-dcf5-405c-84eb-cb90036cbacc; Tesla Motors. “Tesla Motors, Inc. – Second Quarter 2012 Shareholder Letter.” Tesla.com, July 25, 2012. https://ir.tesla.com/static-files/f262168e-0398-49fa-8f33-48f60ed70422; Tesla Motors. “Tesla Motors, Inc. – Third Quarter 2012 Shareholder Letter.” Tesla.com, November 5, 2012. https://ir.tesla.com/static-files/3ca8964c-c4e2-4274-b792-241436083431; Tesla Motors. “Tesla Motors, Inc. – Fourth Quarter & Full Year 2012 Shareholder Letter.” Tesla.com, February 20, 2013. https://ir.tesla.com/static-files/6c8b6893-0564-4ffe-a2ac-30049f5bb248; Tesla Motors. “Tesla Motors, Inc. – First Quarter 2013 Shareholder Letter.” Tesla.com, May 8, 2013. https://ir.tesla.com/static-files/26b677b6-a22c-4222-a3c6-4bb516bfdac8; Tesla Motors. “Tesla Motors, Inc. – Second Quarter 2013 Shareholder Letter.” Tesla.com. August 7, 2013. https://ir.tesla.com/index.php/static-files/8a80aee7-ca20-4ff2-9d5b-e25aae776331; Tesla. “Tesla Motors, Inc. – Third Quarter 2013 Shareholder Letter.” Tesla.com. November 5, 2013. https://ir.tesla.com/index.php/static-files/6496fc94-630f-41c7-96c6-94d4cafe4e86; Tesla. “Tesla Motors, Inc. – Fourth Quarter & Full Year 2013 Shareholder Letter.” Tesla.com, February 19, 2014. https://ir.tesla.com/index.php/static-files/dcbd65a8-c7aa-4538-8a81-49b1b1971a14. Tesla Motors. “Tesla Motors, Inc. – First Quarter 2014 Shareholder Letter.” Tesla.com, May 7, 2014. https://ir.tesla.com/static-files/a6276682-8422-4150-bb10-c9d701220537; Tesla Motors. “Tesla Motors, Inc. – Second Quarter 2014 Shareholder Letter.” Tesla.com, July 31, 2014. https://ir.tesla.com/static-files/b818e6ca-a8ba-4189-8b5d-a64b90307917; Tesla Motors. “Tesla Motors, Inc. – Third Quarter 2014 Shareholder Letter.” Tesla.com, November 5, 2014. https://ir.tesla.com/static-files/53e161cf-e04f-495c-9fa5-60dcd79231fd; Tesla Motors. “Tesla Motors, Inc. – Fourth Quarter & Full Year 2014 Shareholder Letter.” Tesla.com, February 11, 2015. https://ir.tesla.com/static-files/be63b49e-c7ff-4c02-a5ea-2545f60e5b79
90 Musk’s share of Tesla had already exceeded a billion dollars: “How Elon Musk Became a Billionaire Twice Over.” Forbes, March 12, 2012. https://www.forbes.com/sites/calebmelby/2012/03/12/how-elon-musk-became-a-billionaire-twice-over/
90 he was named Fortune’s businessman of the year: Marylin Adamo and Colleen Leahey. “2013’s Top People in Business.” Fortune, November 21, 2013. http://fortune.com/2013/11/21/2013s-top-people-in-business/
90 the upside could have exceeded a billion dollars: Scott Woolley. “Tesla Is Worse Than Solyndra.” Slate, May 29, 2013. https://slate.com/business/2013/05/tesla-is-worse-than-solyndra-how-the-u-s-government-bungled-its-investment-in-the-car-company-and-cost-taxpayers-at-least-1-billion.html
90 In an end-of-quarter announcement: Tesla. “Tesla Mode S Sales Exceed Target.” US Securities and Exchange Commission, March 31, 2013. https://www.sec.gov/Archives/edgar/data/1318605/000119312513135229/d514482dex991.htm
Chapter 8
93 even a drive-in restaurant: Fred Lambert. “Elon Musk talks about building retro drive-in restaurant at Tesla Supercharger with in-car digital menu.” Electrek, January 7, 2018. https://electrek.co/2018/01/07/elon-musk-tesla-retro-drive-in-restaurant-supercharger/
93 a music streaming service: Fred Lambert. “A first look at Tesla’s own music streaming service in the works.” Electrek, August 31, 2017. https://electrek.co/2017/08/31/tesla-music-streaming-service/
95 an object lesson in the dangers of such hyperbull online echo chambers: Joshua Kennon. “Case Study: Read a Group of Stockholders Realize in Real Time They’ve Lost Their Entire Life Savings When GT Advanced Technologies Declares Bankruptcy.” joshuakennon.com, October 19, 2014. https://www.joshuakennon.com/gt-advanced-technologies-bankruptcy/
95 a thread on GTAT quickly developed a consensus: The Contrarian Investor Forum. “GT Advanced Technologies Inc. (GTAT)” forum. thecontrarianinvestor.com, via web.archive.org, March 4, 2014. https://web.archive.org/web/20180325034632/http://forum.thecontrarianinvestor.com/index.php?threads/gt-advanced-technologies-inc-gtat.69/
98 Electrek’s distinct editorial focus on promoting Tesla and defending it from criticism: Edward Niedermeyer. “The Truth Behind Electrek’s Shady Alliance with Tesla.” The Drive, June 29, 2018. http://www.thedrive.com/tech/21838/the-truth-behind-electreks-dark-alliance-with-tesla
98 promoted Tesla stock via StockTwits: Jon Jivan’s StockTwits profile. https://stocktwits.com/jonjiv
98 written about Tesla’s potential as an investment: Fred Lambert’s Motley Fool profile. https://boards.fool.com/profile/FredericLambert/activity.aspx
98 in 2015, he was sued: Michael Balaban. “Saleen Is Suing a Guy On Reddit for Calling Them a Scam.” Jalopnik, July 22, 2015. https://jalopnik.com/saleen-is-suing-a-guy-on-reddit-for-calling-them-a-scam-1719508130
99 Lambert eventually settled: Patrick George. “Saleen Settles Lawsuit With Redditor Who Called Them a Scam.” Jalopnik, July 29, 2015. https://jalopnik.com/saleen-settles-case-with-reddit-user-they-sued-for-call-1720904330
99 but not before soliciting financial support: Zach Shahan. “Help FredTesla.” Gas2, July 22, 2015. http://gas2.org/2015/07/22/help-fredtesla/
99 Lambert wrote an Electrek piece defending the company: Fred Lambert. “AutoNation CEO goes after Tesla, compares company to a ‘Ponzi scheme’ and lies about cost.” Electrek, April 11, 2017. https://electrek.co/2017/04/11/tesla-autonation-ceo-ponzi-scheme/
100 reported that Tesla’s Investor Relations team was recommending that investors get their news: Charley Grant. “Investors who have met with IR in private told me they said to go to Reddit and Electrek for news instead of the mainstream media.” Twitter, March 27, 2018. https://twitter.com/CGrantWSJ/status/978730569109594112
101 according to the California New Car Dealers Association: Katie Burke. “Tesla referral programs draw new round of complaints from Calif. dealers.” Automotive News, September 8, 2017. https://www.autonews.com/article/20170908/OEM/170909790/tesla-referral-programs-draw-new-round-of-complaints-from-calif-dealers
101 criticism from other automotive media outlets: Katie Burke. “Electrek faces criticism for giving readers Tesla discount codes.” Automotive News, October 4, 2017. https://www.autonews.com/article/20171004/MOBILITY/171009878/electrek-faces-criticism-for-giving-readers-tesladiscount-codes
101 Tesla did attempt to limit full-time referral shilling. Gene. “Tesla Referral Program crackdown: Musk to ‘shut down’ referral code abuse.” Teslarati, May 24, 2017. https://www.teslarati.com/musk-shutdown-tesla-referral-program-misuse/
107 Musk taunted him by posting an image of Miley Cyrus: Mike Brown. “Elon Musk Responds to Controversy Over Tesla Critic ‘Montana Skeptic.’” Inverse, July 26, 2018. https://www.inverse.com/article/47461-elon-musk-responds-to-controversy-over-tesla-critic-montana-skeptic
Chapter 9
109 “If you travel less than 350 miles per week”: Elon Musk. “The Secret Tesla Motors Master Plan (just between you and me).” Tesla Motors Blog. August 2, 2006. https://www.tesla.com/blog/secret-tesla-motors-master-plan-just-between-you-and-me
110 It was June of 2013, and Musk was sharing the stage with a giant obelisk: Tesla. “Tesla Motors Supercharger Event.” YouTube video, September 25, 2012. https://youtu.be/wgk5-eB9oTY
110 In a company press release, Musk called the Supercharger network “a game changer for electric vehicles”: Tesla. “Tesla Motors Launches Revolutionary Supercharger Enabling Convenient Long Distance Driving.” Tesla.com, September 24, 2012. http://ir.tesla.com/news-releases/news-release-details/tesla-motors-launches-revolutionary-supercharger-enabling
112 not a single station had solar panels until 2015, when one was opened in Rocklin, CA: George Parrott. “UPDATE: Tesla’s First Solar-Powered Supercharger-Store-Service Center Now Open.” Green Car Reports, March 2, 2015. https://www.greencarreports.com/news/1096926_teslas-first-solar-powered-supercharger-store-service-center-is-almost-ready
112 This hadn’t stopped Musk from grabbing headlines in 2013: Kevin Bullis. “Tesla Is Prepared for the Zombie Apocalypse.” MIT Technology Review, May 30, 2013. https://www.technologyreview.com/s/515561/tesla-is-prepared-for-the-zombie-apocalypse/
112 Only “a half-dozen or so” of the firm’s eight hundred charging stations: Fred Lambert. “Tesla plans to disconnect ‘almost all’ Superchargers from the grid and go solar+battery, says Elon Musk.” Electrek, June 19, 2017. https://electrek.co/2017/06/09/tesla-superchargers-solar-battery-grid-elon-musk/
113 When he was told on Twitter that a coal plant: Ibid.
114 when it held yet another event in Hawthorne to unveil a battery-swapping system: Tesla. “Battery Swap Event.” Tesla.com, June 21, 2013. https://www.tesla.com/videos/battery-swap-event
115 a company blog post announced that the first Tesla swap station: The Tesla Team. “Battery Swap Pilot Program.” Tesla.com, December 19, 2014. https://www.tesla.com/blog/battery-swap-pilot-program
115 By Memorial Day weekend, there was only one report: Edward Niedermeyer. “Tesla Battery Swap Unused Over Busy Holiday Weekend.” Daily Kanban, May 27, 2015. https://dailykanban.com/2015/05/tesla-battery-swap-unused-over-busy-holiday-weekend/
116 suddenly forum reports flooded in of Tesla owners receiving invitations: Tesla Motors Club. “Tesla Battery Swap Program Invite – Pros and Cons?” Teslamotorsclub.com, April 18, 2015. https://teslamotorsclub.com/tmc/threadstesla-battery-swap-program-invite-pros-and-cons.46083/
116 At the 2015 Tesla shareholder meeting in mid-June: Bob Sorokanich. “Musk: Tesla “, unlikely,” to pursue battery swapping stations.” Road and Track, June 10, 2015. https://www.roadandtrack.com/new-cars/car-technology/news/a25872/elon-musk-tesla-battery-swap/
117 In 2013, California revised its Zero Emissions Vehicle credit system: Edward Niedermeyer. “Tesla Battery Swap: CARB’s Bridge to Nowhere.” Daily Kanban, June 23, 2015. https://dailykanban.com/2015/06/tesla-battery-swap-carbs-bridge-to-nowhere/
117 By demonstrating battery swap on just one vehicle: Ibid.
118 As it turned out, the California Air Resources Board staff: Edward Niedermeyer. “Tesla Battery Swap: CARB’s Bridge to Nowhere.” Daily Kanban, June 23, 2015. https://dailykanban.com/2015/06/tesla-battery-swap-carbs-bridge-to-nowhere/
118 the company earned some $217 million from ZEV credits in 2014: John Lippert. “Will Tesla Ever Make Money?” Bloomberg Markets Magazine, March 3, 2015. https://www.bloomberg.com/news/articles/2015-03-04/as-tesla-gears-up-for-suv-investors-ask-where-the-profits-are
118 Tesla’s pivotal Q1 2013 (non-GAAP) profit of $11 million: James R. Healey and Fred Meier. “Tesla earns first profit—$11 million in Q1.” USA Today, May 8, 2013. https://www.usatoday.com/story/money/cars/2013/05/08/tesla-first-profit/2145065/
118 Tesla’s only other quarterly profit, which brought in $22 million during the third quarter of 2016, was similarly made possible by $139 million in ZEV credit revenue: Tesla. “Tesla Third Quarter 2016 Update.” Tesla.com. http://ir.tesla.com/static-files/cf3629e2-4ecd-4299-a550-2d2d2d125acb
118 By exploiting CARB’s fast-refueling rules, Tesla appears to have earned as much as $100 million in additional revenue: Tesla Motors Club. “Blogger Claims Tesla’s Battery Swap a Scam.” Teslamotorsclub.com, June 2, 2015. https://teslamotorsclub.com/tmc/threads/blogger-claims-teslas-battery-swap-a-scam.48158/page-2#post-1027921
119 Tesla regularly releases updates on the amount of carbon: Fred Lambert. “Tesla claims its owners saved ~2.5 million tons of CO2 – releases new map of its fleet’s impact.” Electrek, September 29, 2017. https://electrek.co/2017/09/29/tesla-global-fleet-carbon-emission-saved-map/
119 and yet new promises of off-grid Superchargers were still coming: Fred Lambert. “Tesla plans to disconnect ‘almost all’ Superchargers from the grid and go solar+battery, says Elon Musk.” Electrek, June 9, 2017. https://electrek.co/2017/06/09/tesla-superchargers-solar-battery-grid-elon-musk/
Chapter 10
120 As Ashlee Vance tells it: Ashlee Vance. Elon Musk: Tesla, SpaceX, and the Quest for a Fantastic Future. New York: Ecco, 2015.
121 and Musk himself disputes that there was a formal offer: Mike Ramsey. “Elon Musk Takes Uncustomary Humble Tone for Tesla’s Sales.” Wall Street Journal, May 4, 2015. https://blogs.wsj.com/corporate-intelligence/2015/05/04/elon-musk-takes-uncustomary-humble-tone-for-teslas-sales/
122 I think Tesla will most likely develop its own autopilot system for the car: Alan Ohsnman. “Tesla CEO Talking With Google About ‘Autopilot’ Systems.” Bloomberg, May 7, 2013. https://www.bloomberg.com/news/articles/2013-05-07/tesla-ceo-talking-with-google-about-autopilot-systems
123 “Intense effort underway at Tesla to develop a practical autopilot system for Model S”: Elon Musk. Twitter, September 18, 2013. https://twitter.com/elonmusk/status/380451200782462976
123 “We should be able to do 90 percent of miles driven within three years”: Richard Waters and Henry Foy. “Tesla moves ahead of Google in race to build self-driving cars.” Financial Times, September 17, 2013. https://www.ft.com/content/70d26288-1faf-11e3-8861-00144feab7de
123 Marc Tarpenning would later say the technology: Startup Grind. “The Story of Building Tesla.” YouTube video, June 2, 2018. https://youtu.be/pGf1tyPXBpA
124 arguing that Google’s full self-driving strategy was unnecessary: Alan Ohsnman. “Tesla CEO Talking With Google About ‘Autopilot’ Systems.” Bloomberg, May 7, 2013. https://www.bloomberg.com/news/articles/2013-05-07/tesla-ceo-talking-with-google-about-autopilot-systems
125 “In one year we will have a car that drives on auto-pilot from freeway on ramp to freeway off ramp”: Dana Hull. “Five takeaways from Tesla’s shareholder meeting.” Silicon Beat, June 3, 2014. http://www.siliconbeat.com/2014/06/03/five-takeaways-from-teslas-shareholder-meeting/
126 “It’s $2,500 to activate the autonomous features forever”: Electrek. “Tesla press conference for the Autopilot v7.0 software.” YouTube video, May 14, 2015. https://www.youtube.com/watch?v=73_Qjez1MbI
126 In the Tesla blog post announcing the release of Autopilot: The Tesla Team. “Your Autopilot has arrived.” Tesla Motors Blog, October 14, 2015. https://www.tesla.com/blog/your-autopilot-has-arrived
126 Musk echoed the warning at a press event announcing the new feature: Electrek. “Tesla press conference for the Autopilot v7.0 software.” YouTube video, May 14, 2015. https://www.youtube.com/watch?v=73_Qjez1MbI
126 “I went hands-free in Tesla’s Model S on Autopilot, even though I wasn’t supposed to”: Nick Jaynes. “I went hands-free in Tesla’s Model S on Autopilot, even though I wasn’t supposed to.” Mashable, October 14, 2015. https://mashable.com/2015/10/14/tesla-auotpilot-hands-on/
126 “Tesla’s Cars Now Drive Themselves, Kinda”: Molly McHugh. “Tesla’s Cars Now Drive Themselves, Kinda.” Wired, October 14, 2015. https://www.wired.com/2015/10/tesla-self-driving-over-air-update-live/
126 From Slate: Will Oremus. “The Paradox of the Self-Driving Car.” Slate, November 12, 2015. https://slate.com/technology/2015/11/teslas-autopilot-is-a-safety-feature-that-could-be-dangerous.html
126 to Car and Driver: Don Sherman. “Elon, Take the Wheel! We Test Tesla’s New Autopilot Feature.” Car and Driver, October 14, 2015. https://www.caranddriver.com/news/a15352468/elon-take-the-wheel-we-test-teslas-new-autopilot-feature/
127 concerns resurfaced with a vengeance when Tesla published a blog post: The Tesla Team. “A Tragic Loss.” Tesla Motors Blog, June 30, 2016. https://www.tesla.com/blog/tragic-loss
128 just months earlier had tweeted a video: Elon Musk. Twitter, April 17, 2016. https://twitter.com/elonmusk/status/721829237741621248?lang=en
128 it was revealed that a twenty-three-year-old Tesla owner named Gao Yaning had died: Neal E. Boudette. “Autopilot Cited in Death of Chinese Tesla Driver.” New York Times, September 14, 2016. https://www.nytimes.com/2016/09/15/business/fatal-tesla-crash-in-china-involved-autopilot-government-tv-says.html
128 When Fortune magazine questioned why Tesla had not disclosed the Brown crash: Carol J. Loomis. “Elon Musk Says Autopilot Death ‘Not Material’ to Tesla Shareholders.” Fortune, July 15, 2016. http://fortune.com/2016/07/05/elon-musk-tesla-autopilot-stock-sale/
129 Autonomous car experts derided Musk’s safety statistic comparisons: Tom Simonite. “Tesla’s Dubious Claims About Autopilot’s Safety Record.” MIT Technology Review, July 6, 2016. https://www.technologyreview.com/s/601849/teslas-dubious-claims-about-autopilots-safety-record/
129 Because Tesla’s data-recording capabilities did not fit the precise definition: Bozi Tatarevic. “Who Owns Your Vehicle’s Crash Data?” The Truth About Cars, June 30, 2016. https://www.thetruthaboutcars.com/2016/06/owns-vehicles-crash-data/
129 finally released a data-reading tool: Tesla. Tesla.com. https://edr.tesla.com/
129 in the wake of a lawsuit: Edward Niedermeyer. “Tesla’s EDR About-Face Raises More Questions.” Daily Kanban, March 6, 2018. https://dailykanban.com/2018/03/teslas-edr-face-raises-questions/
129 One such owner, profiled in the Wall Street Journal: Mike Spector, Jack Nicas, and Mike Ramsey. “Tesla’s Autopilot Vexes Some Drivers, Even Its Fans.” Wall Street Journal, July 6, 2016. https://www.wsj.com/articles/teslas-autopilot-vexes-some-drivers-even-its-fans-1467827084
130 Musk’s frustration boiled over in an October conference call: “Elon Musk Autopilot 2.0 Conference Call Transcript.” Xautoworld, October 19, 2016. http://www.xautoworld.com/tesla/transcript-elon-musk-autopilot-2-conference-call/
131 Not only did NHTSA’s final report exonerate Autopilot: Kareem Habib. “ODI Resume PE-16-007.” National Highway Traffic Safety Administration, January 19, 2017. https://static.nhtsa.gov/odi/inv/2016/INCLA-PE16007-7876.PDF
131 Shortly after the report came out, a company called Quality Control Systems: Safety Research & Strategies, Inc. “Quality Control Systems Corp. Sues DOT for Tesla Data.” Safetyresearch.net, June 28, 2017. http://www.safetyresearch.net/blog/articles/quality-control-systems-corp-sues-dot-tesla-data
131 In May 2018, NHTSA finally admitted: David Shepardson. “U.S. safety agency says ‘did not assess’ Tesla Autopilot effectiveness.” Reuters, May 2, 2018. https://www.reuters.com/article/us-tesla-autopilot/us-safety-agency-says-did-not-assess-tesla-autopilot-effectiveness-idUSKBN1I334A
131 after two years of Tesla and NHTSA fighting QCS’s calls for transparency: Safety Research & Strategies, Inc. “New Analysis Challenges Bold Tesla Claims.” Safetyresearch.net, February 8, 2019. http://www.safetyresearch.net/blog/articles/new-analysis-challenges-bold-tesla-claims
131 when yet another Tesla crashed while on Autopilot, killing its driver: The Tesla Team. “An Update on Last Week’s Accident.” Tesla Motors Blog, March 30, 2018. https://www.tesla.com/blog/update-last-week’s-accident
132 but the fact that Tesla and NHTSA had argued: United States District Court for the District of Columbia Memorandum Opinion and Order, September 30, 2018. http://www.safetyresearch.net/Library/Memorandum_Opinion_and_Order.pdf
132 the National Transportation Safety Board had conducted a thorough investigation: NTSB News Release. “Driver Errors, Overreliance on Automation, Lack of Safeguards, Led to Fatal Tesla Crash.” National Transportation Safety Board, September 12, 2017. https://www.ntsb.gov/news/press-releases/Pages/PR20170912.aspx
132 Autopilot engineers would tell the Wall Street Journal: Tim Higgins. “Tesla Considered Adding Eye Tracking and Steering-Wheel Sensors to Autopilot System.” Wall Street Journal, May 14, 2018. https://www.wsj.com/articles/tesla-considered-adding-eye-tracking-and-steering-wheel-sensors-to-autopilot-system-1526302921
132 a claim Musk called “false” in a tweet: Elon Musk. Twitter, May 14, 2018. https://twitter.com/elonmusk/status/996102919811350528
Chapter 11
137 According to Ashlee Vance, Musk and Tesla’s design boss Franz von Holzhausen: Ashlee Vance. Elon Musk: Tesla, SpaceX, and the Quest for a Fantastic Future. New York: Ecco, 2015.
138 “Everyone tried to come up with an excuse as to why we couldn’t do it,” one engineer told Vance: Ibid.
138 Tesla filed a lawsuit against the US division of a Swiss automotive supplier: “Tesla Motors, Inc. v Hoerbiger Automotive Comfort Systems, LLC and Hoerbiger America Holding, Inc.” Scribd, January 19, 2016. https://www.scribd.com/document/296081396/Tesla-Complaint
138 Media reports implying HOERBIGER was responsible: Ibid.
140 door and window seal problems: Tesla Motors Club. “Seal issues?” Teslamotorsclub.com, March 15, 2016. https://teslamotorsclub.com/tmc/threads/seal-issues.65746/
141 interior squeaks and rattles: Tesla Motors Club. “Anyone else have door rattles in their Model X?” Teslamotorsclub.com, April 1, 2016. https://teslamotorsclub.com/tmc/threads/anyone-else-have-door-rattles-in-their-model-x.67081/
141 doors didn’t align properly: Tesla Motors Club. “Driver side window hitting the frame when closing.” Teslamotorsclub.com, March 23, 2016. https://teslamotorsclub.com/tmc/threads/driver-side-window-hitting-the-frame-when-closing.66339/
141 refused to open: Tesla Motors Club. “Driver door won’t open or close completely.” Teslamotorsclub.com, March 17, 2016. https://teslamotorsclub.com/tmc/threads/driver-door-wont-open-or-close-completely.65928/
141 stopped self-presenting: Tesla Motors Club. “Model X Self-presenting front door.” Teslamotorsclub.com, August 31, 2016. https://teslamotorsclub.com/tmc/threads/model-x-self-presenting-front-door.76495/page-2
141 even opened themselves randomly: Tesla Motors Club. “Passenger rear door popping open and screen going black.” Teslamotorsclub.com, March 24, 2016. https://teslamotorsclub.com/tmc/threads/passenger-rear-door-popping-open-and-screen-going-black.66392/#post-1434707
141 owners would share the latest suggestions from their local service center: Tesla Motors Club. “Model X Auto Opening and Closing Door Issues.” Teslamotorsclub.com, February 19, 2016. https://teslamotorsclub.com/tmc/threads/model-x-auto-opening-and-closing-door-issues.62975/#post-1390791
141 Eventually Tesla issued a firmware update: Richard Truett. “Updated Tesla Model X falcon wing door frustrates owners.” Automotive News, August 31, 2016. https://www.autonews.com/article/20160831/OEM11/160839968/updated-tesla-model-x-falcon-wing-door-frustrates-owners
141 popularly illustrated with YouTube videos showing the doors chopping: Jason Torchinsky. “Did Tesla Quietly Remove a Safety Feature From the Model X’s Falcon Doors?” Jalopnik, August 31, 2016. https://jalopnik.com/did-tesla-quietly-remove-a-safety-feature-from-the-mode-1786000681
141 panels to be within specification, a mismatch was easy to see: Tesla Motors Club. “How far will Tesla go to fix alignment issues (doors, chrome trim, etc.).” Teslamotorsclub.com, April 30, 2016. https://teslamotorsclub.com/tmc/threads/how-far-will-tesla-go-to-fix-alignment-issues-doors-chrome-trim-etc.69311/page-9#post-1568260
142 on the first quarterly earnings call of 2016: Cadie Thompson. “Elon Musk keeps a sleeping bag next to Tesla’s production line so that he can personally inspect vehicles.” Business Insider, May 4, 2016. https://www.businessinsider.com/elon-musk-sleeps-at-the-tesla-factory-2016-5
143 When the X was rated “much worse than average” in the 2018 Consumer Reports survey: Peter Valdes-Dapena. “Tesla sinks in Consumer Reports reliability rankings.” CNN Business, October 24, 2018. https://www.cnn.com/2018/10/24/cars/consumer-reports-reliability-tesla/index.html
144 problems with both the self-presenting: Tesla Motors Club. “Auto-Presenting Doors not working.” Teslamotorsclub.com, October 3, 2017. https://teslamotorsclub.com/tmc/threads/auto-presenting-doors-not-working.99302/
144 and falcon-wing doors: Tesla Motors Club. “Falcon doors (randomly) only open part-way.” Teslamotorsclub.com, October 5, 2018. https://teslamotorsclub.com/tmc/threads/falcon-doors-randomly-only-open-part-way.130949/
144 seals: Tesla Motors Club. “Falcon door flaw.” Teslamotorsclub.com, December 20, 2018. https://teslamotorsclub.com/tmc/threads/falcon-door-flaw.138475/
144 windows: Tesla Motors Club. “Cold weather – doors won’t close.” Teslamotorsclub.com, January 30, 2019. https://teslamotorsclub.com/tmc/threads/cold-weather-doors-won%E2%80%99t-close.141739/
144 panel fit: Tesla Motors Club. “Painting and Doors aligment issues.” Teslamotorsclub.com, February 5, 2019. https://teslamotorsclub.com/tmc/threads/painting-and-doors-aligment-issues.142178/
144 half-shaft consumption: Tesla Motors Club. “Acceleration Shudder.” Teslamotorsclub.com, July 23, 2016. https://teslamotorsclub.com/tmc/threads/acceleration-shudder.74184/page-21
144 squeaks: Tesla Motors Club. “MX 7 seater squeaky second row.” Teslamotorsclub.com, November 28, 2018. https://teslamotorsclub.com/tmc/threads/mx-7-seater-squeaky-second-row.136515/
144 whistles: Tesla Motors Club. “Wind whistle behind dash . . .” Teslamotorsclub.com, January 13, 2019. https://teslamotorsclub.com/tmc/threads/wind-whistle-behind-dash.140289/
144 forums remain stubbornly well-stocked with complaints: Tesla Motors Club. “Tesla is losing me.” Teslamotorsclub.com, December 19, 2018. https://teslamotorsclub.com/tmc/threads/tesla-is-losing-me.138369/ Tesla Motors Club. “Auto-Presenting Doors not working.” Teslamotorsclub.com, October 3, 2017. https://teslamotorsclub.com/tmc/threads/auto-presenting-doors-not-working.99302/ Tesla Motors Club. “Acceleration Shudder.” Teslamotorsclub.com, July 23, 2016. https://teslamotorsclub.com/tmc/threads/acceleration-shudder.74184/page-21 Tesla Motors Club. “Wind whistle behind dash . . .” Teslamotorsclub.com, January 13, 2019. https://teslamotorsclub.com/tmc/threads/wind-whistle-behind-dash.140289/
144 maybe 30 percent of the parts are in common between the S and the X”: Jerry Hirsch. “Tesla’s Musk: New ‘ludicrous’ mode shoots Model S to 60 mph in 2.8 seconds.” Los Angeles Times, July 17, 2015. https://www.latimes.com/business/autos/la-fi-hy-elon-musk-tesla-ludicrous-20150716-story.html
144 There was way too much complexity right at the beginning”: Alistair Charlton. “Elon Musk admits the ‘very foolish’ mistakes he made with the Tesla Model X.” International Business Times, June 7, 2017. https://www.ibtimes.co.uk/elon-musk-admits-very-foolish-mistakes-he-made-tesla-model-x-1625151
145 The Model X “is like a Fabergé egg of cars,” he said at the 2017 shareholders meeting: Sean O’Kane. “7 things we learned from Elon Musk’s Tesla shareholder meeting.” The Verge, June 6, 2017. https://www.theverge.com/2017/6/6/15750228elon-musk-tesla-model-3-model-y-twitter-red-wine
Chapter 12
147 collapsed into bankruptcy and infamy: Frank Pangallo. “Sun Cube Saga.” Today Tonight Adelaide, November 18, 2013. https://www.todaytonightadelaide.com.au/stories/sun-cube-saga
147 his Flickr folder of images of Model S vehicles with broken suspensions: Keef Wivaneef. “Tesla-Whompy Wheels.” Flickr. https://www.flickr.com/photos/136377865@N05/sets/72157658490111523/
148 a Tesla owner named Peter Cordaro posted a thread at the Tesla Motors Club forum: Tesla Motors Club. “Suspension Problem on Model S.” Teslamotorsclub.com, April 28, 2016. https://teslamotorsclub.com/tmc/threads/suspension-problem-on-model-s.69204/
151 Not only was Tesla covering up its quality problems, it was covering up the fact that it was covering up its quality problems: Edward Niedermeyer. “Tesla Suspension Breakage: It’s Not the Crime, It’s the Coverup.” Daily Kanban, June 8, 2016. https://dailykanban.com/2016/06/tesla-suspension-breakage-not-crime-coverup/
152 the company blog post twisted my story: The Tesla Team. “A Grain of Salt.” Tesla Motors Blog, June 9, 2016. https://www.tesla.com/blog/grain-of-salt
153 NHTSA confirmed to other sources that it was still collecting data: Jeff Cobb. “Contrary to Musk’s Suggestion, NHTSA Did Not Call Tesla Suspension Complaints ‘Fraudulent.’” HybridCars.com, June 14, 2016. https://www.hybridcars.com/contrary-to-musks-suggestion-nhtsa-did-not-call-tesla-suspension-complaints-fraudulent/
154 I took the unusual step of writing a blog post: Edward Niedermeyer and Bertel Schmitt. “Declarations Under Penalty of Perjury Re Tesla Motors.” Daily Kanban, June 13, 2016. https://dailykanban.com/2016/06/declarations-penalty-perjury-re-tesla-motors/
155 A separate TMC thread: Tesla Motors Club. “When to report NHTSA issues?” Teslamotorsclub.com, September 18, 2013. https://teslamotorsclub.com/tmc/threads/when-to-report-nhtsa-issues.21682/
157 vividly illustrated by its handling of an earlier problem that caused its vehicles to suddenly lose power: Edward Niedermeyer. “With Misleading Messages and Customer NDAs, Tesla Performs Stealth Recall.” Combustion, April 2017. http://newcartographer.com/combustion/teslarecall.html
159 Tesla’s motivation for concealing real or potential defects or safety problems can be found: Tesla. “Form 10-Q.” US Securities and Exchange Commission, April 29, 2016. https://www.sec.gov/Archives/edgar/data/1318605/000156459016018886/tsla-10q_20160331.htm
Chapter 13
163 when an Elon Musk tweet suddenly blew them away: Elon Musk. Twitter, July 10, 2016. https://twitter.com/elonmusk/status/752182992982843392
163 The company’s stock jumped 4 percent: BBC. “Tesla stock rises after Elon Musk’s masterplan tweet.” BBC, July 11, 2016. https://www.bbc.com/news/technology-36765823
164 Six days later, Musk tweeted: Elon Musk. Twitter, July 16, 2016. https://twitter.com/elonmusk/status/754272832440250368
164 The next day he delayed again: Elon Musk. Twitter, July 17, 2016. https://twitter.com/elonmusk/status/754772663365664768
164 Musk finally delivered: Elon Musk. “Master Plan, Part Deux.” Tesla Motors Blog, July 20, 2016. https://www.tesla.com/blog/master-plan-part-deux
168 Musk fired back: Mike Ramsey. “Mobileye Ends Partnership With Tesla.” Wall Street Journal, July 26, 2016. https://www.wsj.com/articles/mobileye-ends-partnership-with-tesla-1469544028
168 The war of words continued into September: Eric Auchard and Tova Cohen. “Mobileye says Tesla was ‘pushing the envelope in terms of safety.’” Reuters, September 14, 2016. https://www.reuters.com/article/us-mobileye-tesla/mobileye-says-tesla-was-pushing-the-envelope-in-terms-of-safety-idUSKCN11K2T8
168 and Musk contending that Mobileye: Alexandria Sage. “Tesla says Mobileye balked after learning carmaker to make own cameras.” Reuters, September 15, 2016. https://www.reuters.com/article/us-mobileye-tesla/tesla-says-mobileye-balked-after-learning-carmaker-to-make-own-cameras-idUSKCN11L2XI
168 Mobileye responded with a press release: Mobileye. “Mobileye Responds to False Allegations.” PRNewswire, September 16, 2016. https://www.prnewswire.com/news-releases/mobileye-responds-to-false-allegations-300329427.html
169 Tesla announced that its new post-Mobileye Autopilot hardware was complete: The Tesla Team. “All Tesla Cars Being Produced Now Have Full Self-Driving Hardware.” Tesla Motors Blog, October 19, 2016. https://www.tesla.com/blog/all-tesla-cars-being-produced-now-have-full-self-driving-hardware
169 In a conference call with reporters: “Elon Musk Autopilot 2.0 Conference Call Transcript.” Xautoworld, October 19, 2016. http://www.xautoworld.com/tesla/transcript-elon-musk-autopilot-2-conference-call/
170 Tesla released a video: Tesla, Inc. “Full Self-Driving Hardware on All Teslas.” Vimeo video, October 19, 2016. https://vimeo.com/188105076
170 Tesla filmed the car driving the route multiple times: Edward Niedermeyer. “CA DMV Report Sheds New Light on Misleading Tesla Autonomous Drive Video.” Daily Kanban, February 3, 2017. https://dailykanban.com/2017/02/ca-dmv-report-sheds-new-light-misleading-tesla-autonomous-drive-video/
170 Several months later, when the state of California released: California Department of Motor Vehicles. “Autonomous Vehicle Disengagement Reports 2016.” https://www.dmv.ca.gov/portal/dmv/detail/vr/autonomous/disengagement_report_2016
171 to which he replied, “3 months maybe, 6 months definitely”: Elon Musk. Twitter, January 23, 2017. https://twitter.com/elonmusk/status/823727035088416768
171 at least in part due to the belief: Ianthe Jeanne Dugan and Mike Spector. “Tesla’s Push to Build a Self-Driving Car Sparked Dissent Among Its Engineers.” Wall Street Journal, August 24, 2017. https://www.wsj.com/articles/teslas-push-to-build-a-self-driving-car-sparks-dissent-among-its-engineers-1503593742
171 so Musk promised that the next update: Elon Musk. Twitter, May 21, 2017. https://twitter.com/elonmusk/status/866470387248316416
172 By August, Tesla fan site Electrek was reporting: Fred Lambert. “Tesla has a new Autopilot ‘2.5’ hardware suite with more computing power for autonomous driving.” Electrek, August 9, 2017. https://electrek.co/2017/08/09/tesla-autopilot-2-5-hardware-computer-autonomous-driving/
172 By the summer of 2018, Tesla was hyping: Greg Kumparak. “Tesla is building its own AI chips for self-driving cars.” TechCrunch, August 1, 2018. https://techcrunch.com/2018/08/01/tesla-is-building-its-own-ai-chips-for-self-driving-cars/
172 Morgan Stanley analyst Adam Jonas predicted: Michelle Jones. “Tesla Motors Inc Up After Morgan Stanley Raises Price Target.” Valuewalk, August 17, 2015. https://www.valuewalk.com/2015/08/tesla-motors-morgan-stanley-raises-price-target/
173 the on-demand mobility market could be worth $2 trillion: Arjun Kharpal. “Tesla could be worth ‘multiples’ of current $50 billion market cap by 2020, fund manager says.” CNBC, May 19, 2017. https://www.cnbc.com/2017/05/19/tesla-stock-valuation-driverless-taxi.html
175 Gartner released its latest “hype cycle” analysis: Mike Ramsey. “Autonomous Vehicles Fall Into the Trough of Disillusionment . . . But That’s Good.” Forbes, August 14, 2018. https://www.forbes.com/sites/enroute/2018/08/14/autonomous-vehicles-fall-into-the-trough-of-disillusionment-but-thats-good/#3b5a3c6e7b5a
176 John Krafcik publicly admitted that autonomous vehicles might never work in all locations: Sam Abuelsamid. “Transition to Autonomous Cars Will Take Longer Than You Think, Waymo CEO Tells Governors.” Forbes, July 20, 2018. https://www.forbes.com/sites/samabuelsamid/2018/07/20/waymo-ceo-tells-governors-av-time-will-be-longer-than-you-think/#277b432cd7da
178 reports of heavy discounts during the third quarter of 2016: Liane Yvkoff. “Tesla Confirms—And Ends—Discounts, But Why Were They Offered in the First Place?” Forbes, September 29, 2016. https://www.forbes.com/sites/lianeyvkoff/2016/09/29/tesla-confirms-and-ends-discounts-but-why-were-they-offered-in-the-first-place/
Chapter 14
180 Tesla’s earnings call for the first quarter of 2016: Thomson Reuters. “Q1 2016 Tesla Motors Inc Earnings Call Transcript.” Bamsec, May 10, 2016. https://www.bamsec.com/transcripts/5986830
182 Musk cited line speed and volumetric density as the major areas for improvement: “This is why we’re long Tesla.” Teslamondo, June 2, 2016. https://teslamondo.com/2016/06/02/this-is-why-were-long-tesla/
182 he mocked the slow speed of the industry’s assembly lines: Sean O’Kane. “Tesla faces a critical year, but Elon Musk is obsessed with the future.” The Verge, February 8, 2018. https://www.theverge.com/2018/2/8/16990730/tesla-earnings-2017-elon-musk
184 straining the local road infrastructure and labor and housing markets: Benjamin Spillman. “Musk plunges Tesla into Nevada’s housing crisis.” Reno Gazette Journal, October 12, 2018. https://www.rgj.com/story/news/2018/10/12/elon-musk-tesla-gigafactory-nevada-housing-crisis/1619609002/
184 were already pointing the way to the trouble ahead: Jeff Cobb. “Model 3 ‘Bottleneck’ Blamed on Chaos and Incompetence at Tesla Gigafactory.” HybridCars.com, October 31, 2017. https://www.hybridcars.com/model-3-bottleneck-blamed-on-chaos-and-incompetence-at-tesla-gigafactory/
186 one of its trademark extravaganza events at the Fremont factory: Model 3 Owners Club. “Model 3 Delivery event live stream.” YouTube video, July 28, 2017. https://youtu.be/NO9q0Rq44uc
186 he had recently broken up with the actress Amber Heard: Neil Strauss. “Elon Musk: The Architect of Tomorrow.” Rolling Stone, November 15, 2017. https://www.rollingstone.com/culture/culture-features/elon-musk-the-architect-of-tomorrow-120850/
186 At the beginning of 2017: Thomson Reuters. “Q1 2017 Tesla Motors Inc Earnings Call Transcript.” Bamsec, May 7, 2017. https://www.bamsec.com/transcripts/10231043
186 Tesla dialed those targets back: Elon Musk and Deepak Ahuja. “Tesla Second Quarter 2017 Update.” Tesla.com. http://ir.tesla.com/static-files/967ca2fa-9f4c-415c-856d-ee19c184331b
187 Tesla revealed that it had built a total of just 260 Model 3s: Angelica LaVita and Phil LeBeau. “Tesla Model 3 deliveries lower than expected because of, “production bottlenecks.’” CNBC, October 2, 2017. https://www.cnbc.com/2017/10/02/tesla-q3-deliveries.html
187 the situation was worse than anyone had imagined: Tim Higgins. “Behind Tesla’s Production Delays: Parts of Model 3 Were Being Made by Hand.” Wall Street Journal, October 6, 2017. https://www.wsj.com/articles/behind-teslas-production-delays-parts-of-model-3-were-being-made-by-hand-1507321057
188 Musk told analysts that the initial production run: Thomson Reuters. “Q2 2017 Tesla Motors Inc Earnings Call Transcript.” Bamsec, August 31, 2017. https://www.bamsec.com/transcripts/10723104
188 Tesla released a technical service bulletin: Tesla, Inc. “Replace Rear Drive Unit.” National Highway Traffic Safety Administration, January 23, 2018. https://static.nhtsa.gov/odi/tsbs/2018/MC-10142979-9999.pdf
188 multiple reports saying that a stunningly high percentage of its cars needed to be reworked: Lora Kolodny. “Tesla employees say automaker is churning out a high volume of flawed parts requiring costly rework.” CNBC, March 14, 2018. https://www.cnbc.com/2018/03/14/tesla-manufacturing-high-volume-of-flawed-parts-employees.html; Alexandria Sage. “Build fast, fix later: speed hurts quality at Tesla, some workers say.” Reuters, November 29, 2017. https://www.reuters.com/article/us-tesla-quality-insight/build-fast-fix-later-speed-hurts-quality-at-tesla-some-workers-say-idUSKBN1DT0N3
189 reports published at BusinessInsider, CNBC, and Bloomberg, alleging . . . problems at the sprawling Nevada plant: Linette Lopez. “Tesla employees describe what it’s like to work in the gigantic Gigafactory.” Business Insider, September 4, 2018. https://www.businessinsider.com/tesla-workers-describe-working-in-gigafactory-2018-8; Linette Lopez. “Insiders describe a world of chaos and waste at Panasonic’s massive battery-making operation for Tesla.” Business Insider, April 16, 2019. https://www.businessinsider.com/panasonic-battery-cell-operations-tesla-gigafactory-chaotic-2019-4; Lora Kolodny. “Tesla employees say to expect more Model 3 delays, citing inexperienced workers, manual assembly of batteries.” CNBC, January 28, 2018. https://www.cnbc.com/2018/01/25/tesla-employees-say-gigafactory-problems-worse-than-known.html; Matt Robinson and Zeke Faux. “When Elon Musk Tried to Destroy a Tesla Whistleblower.” Bloomberg Businessweek, March 13, 2019. https://www.bloomberg.com/news/features/2019-03-13/when-elon-musk-tried-to-destroy-tesla-whistleblower-martin-tripp
189 Cuts in maintenance hit the paint shop especially hard: Edward Niedermeyer. “Tesla Veterans Reveal Fires, Accidents, and Delays Inside Elon Musk’s Company.” The Daily Beast, June 5, 2018. https://www.thedailybeast.com/tesla-veterans-reveal-fires-accidents-and-delays-inside-elon-musks-company
190 Tesla eventually hit its goal of producing five thousand Model 3s per week: Drew Harwell. “Tesla hits 5,000-a-week Model 3 production goal.” Washington Post, July 2, 2018. https://www.washingtonpost.com/business/economy/tesla-hits-5000-a-week-model-3-production-goal/2018/07/02/a3306ca0-7e48-11e8-b660-4d0f9f0351f1_story.html?utm_term=.595a5d3f189f
191 20 percent of reservations canceled by the end of the third quarter: Elon Musk and Deepak Ahuja. “Tesla Third Quarter 2018 Update.” Tesla.com. http://ir.tesla.com/static-files/725970e6-eda5-47ab-96e1-422d4045f799
Chapter 15
195 Again and again, automotive innovations quickly shift: Horace Dediu. Twitter, April 9, 2014. https://twitter.com/asymco/status/453920989098045441
196 “Innovation Killers: How Financial Tools Destroy Your Capacity to Do New Things”: Clayton M. Christensen, Stephen P. Kaufman, and Willy C. Shih. “Innovation Killers: How Financial Tools Destroy Your Capacity to Do New Things.” Harvard Business Review, January 2008. https://hbr.org/2008/01/innovation-killers-how-financial-tools-destroy-your-capacity-to-do-new-things
198 as Ghosn explained it to Wired magazine: Chuck Squatriglia. “Q&A: Renault-Nissan CEO Pledges $5.6 Billion for EVs.” Wired, June 16, 2011. https://www.wired.com/2011/06/qa-with-carlos-ghosn/
199 Wired said he was “either a brilliant visionary or crazy as a loon”: Chuck Squatriglia. “Q&A: Renault-Nissan CEO Pledges $5.6 Billion for EVs.” Wired, June 16, 2011. https://www.wired.com/2011/06/qa-with-carlos-ghosn/
203 Porsche also joined with BMW to one-up Tesla on charging speed, rolling out fast chargers capable of 450 kilowatts in Europe: Jon Porter. “Porsche and BMW unveil EV charger that’s three times faster than Tesla’s.” The Verge, December 14, 2018. https://www.theverge.com/2018/12/14/18140868/fastcharge-porsche-bmw-450kw-electric-vehicle-charging-station
205 with prices as low as 20,000 euros, and generating three million sales per year: Edward Taylor and Jan Schwartz. “Bet everything on electric: Inside Volkswagen’s radical strategy shift.” Reuters, February 5, 2019. https://www.reuters.com/article/us-volkswagen-electric-insight/bet-everything-on-electric-inside-volkswagens-radical-strategy-shift-idUSKCN1PV0K4
205 It isn’t just talk, either: VW has committed over $90 billion to its electric vehicle strategy: Andreas Franke. “Volkswagen Group doubles electric vehicle battery contract volume to Eur40 billion” S&P Global Platts, May 8, 2018. https://www.spglobal.com/platts/en/market-insights/latest-news/metals/050818-volkswagen-group-doubles-electric-vehicle-battery-contract-volume-to-eur40-billion
206 By 2018, with China’s plug-in vehicle market growing to roughly triple the size of that of the United States: Roland Irle. “China Plug-in Vehicle Sales for the 1st Half of 2018.” EV-volumes.com. http://www.ev-volumes.com/country/china/
206 Then, suddenly an opportunity presented itself: China relaxed its rules: Bloomberg News, with assistance by Ying Tian, Yan Zhang, Christoph Rauwald, Elisabeth Behrmann, Kevin Buckland, Jeanny Yu, and Jamie Butters. “Tesla Gets Edge Under China’s Relaxed Rules for Foreign Automakers.” Bloomberg, April 17, 2018. https://www.bloomberg.com/news/articles/2018-04-17/china-to-remove-auto-ventures-foreign-ownership-limit-by-2022
206 its China-made vehicles would face even tougher pricing challenges in a market where the top-selling EV: Mark Kane. “Nearly 1 in Every 25 Cars Sold in China Plugged in This July.” InsideEVs, August 23, 2018. https://insideevs.com/1-in-25-cars-sold-china-plug-in/
207 its market for these micro-EVs boomed to 1.75 million in the same year: Trefor Moss. “China’s Giant Market for Really Tiny Cars.” Wall Street Journal, September 21, 2018. https://www.wsj.com/articles/chinas-giant-market-for-tiny-cars-1537538585
Chapter 16
211 The crowd went nuts as Elon Musk emerged: Tesla. “Tesla Semi & Roadster Unveil.” YouTube video, December 14, 2017. https://youtu.be/5RRmepp7i5g
212 when Musk announced pricing: Claudia Assis. “Want the new Tesla Roadster in 2020? Prepare to pay Tesla $250,000 now.” MarketWatch, November 22, 2017. https://www.marketwatch.com/story/want-the-new-tesla-roadster-in-2020-prepare-to-pay-tesla-250000-now-2017-11-17
214 the new Roadster instantly inspired a meme: “Tesla Roadster Comparisons.” KnowYourMeme.com, November 21, 2017. https://knowyourmeme.com/memes/tesla-roadster-comparisons
215 Tesla’s board proposed a new ten-year compensation plan for Musk: Tesla. “Tesla Announces New Long-Term Performance Award for Elon Musk.” Tesla.com, January 23, 2018. http://ir.tesla.com/news-releases/news-release-details/tesla-announces-new-long-term-performance-award-elon-musk
217 claiming that he tweets under the influence: Elon Musk. Twitter, June 6, 2017. https://twitter.com/elonmusk/status/872260000491593728
217 admitting he might be bipolar: Katie Collins. “Elon Musk tweets about ‘terrible lows and unrelenting stress.’” CNET, July 31, 2017. https://www.cnet.com/news/elon-musk-tweets-about-terrible-lows-and-unrelenting-stress/
217 Musk cut short questions about Tesla’s reservations and capital requirements: Thomson Reuters. “Q1 2018 Tesla Motors Inc Earnings Call Transcript.” Bamsec, June 1, 2018. https://www.bamsec.com/transcripts/11482485
217 he claimed to be launching a website: Matt Stevens. “Why Is Elon Musk Attacking the Media? We Explain. (Also, Give Us a Good Rating!)” New York Times, May 24, 2018. https://www.nytimes.com/2018/05/24/business/elon-musk-tesla-twitter-media.html
218 he repeated the accusation in an angry, profanity-laced email: Ryan Mac, Mark DiStefano, and John Paczkowski. “In a New Email, Elon Musk Accused a Cave Rescuer of Being a ‘Child Rapist’ and Said He ‘Hopes’ There’s a Lawsuit.” Buzzfeed, September 4, 2018. https://www.buzzfeednews.com/article/ryanmac/elon-musk-thai-cave-rescuer-accusations-buzzfeed-email
218 even Musk’s most loyal investors expressed concern: Sam Levin. “Tesla investors demand Elon Musk apologize for calling Thailand diver ‘pedo.’” The Guardian, July 17, 2018. https://www.theguardian.com/technology/2018/jul/17/tesla-elon-musk-thailand-diver-pedo
218 his own tweet on August 7, 2018: Elon Musk. Twitter, August 7, 2018. https://twitter.com/elonmusk/status/1026872652290379776
219 Coming on the same day as news: Arash Massoudi. “Saudi Arabia’s sovereign fund builds $2bn Tesla stake.” Financial Times, August 7, 2018. https://www.ft.com/content/42ca6c42-a79e-11e8-926a-7342fe5e173f
219 Within a week of Musk’s tweet: Matthew Goldstein, Jessica Silver-Greenberg, and Kate Kelly. “Tesla Is Said to Be Subpoenaed by S.E.C. Over Elon Musk Tweet.” New York Times, August 15, 2018. https://www.nytimes.com/2018/08/15/business/tesla-musk-sec-subpoena-goldman.html
219 began posting outlandish and attention-grabbing claims: Constance Grady. “Banks, Elon Musk, and Grimes, explained.” Vox, August 16, 2018. https://www.vox.com/2018/8/16/17692700/azealia-banks-elon-musk-grimes-explained
219 a lengthy and rambling appearance on the popular Joe Rogan podcast: PowerfulJRE. “Joe Rogan Experience #1169 - Elon Musk.” Youtube video, September 6, 2018. https://youtu.be/ycPr5-27vSI
219 Musk abruptly rejected the offer and threatened to leave the company: James B. Stewart. “Elon Musk’s Ultimatum to Tesla: Fight the S.E.C., or I Quit.” New York Times, October 2, 2018. https://www.nytimes.com/2018/10/02/business/tesla-elon-musk-sec.html
219 The next day the SEC publicly filed suit: Matthew Goldstein and Emily Flitter. “Tesla Chief Elon Musk Is Sued by S.E.C. in Move That Could Oust Him.” New York Times, September 27, 2018. https://www.nytimes.com/2018/09/27/business/elon-musk-sec-lawsuit-tesla.html
220 receiving a phone call from Mark Cuban: Susan Pulliam, Dave Michaels, and Tim Higgins. “Mark Cuban Prodded Tesla’s Elon Musk to Settle SEC Charges.” Wall Street Journal, October 4, 2018. https://www.wsj.com/articles/mark-cuban-prodded-teslas-elon-musk-to-settle-sec-charges-1538678655
220 a subsequent tweet taunting the SEC: Elon Musk. Twitter, October 4, 2018. https://twitter.com/elonmusk/status/1047943670350020608?lang=en
220 forty-one top-level executives . . . according to one count: Sara Salinas. “Tesla keeps losing senior leadership—here are some of the key departures this year.” CNBC, September 8, 2018. https://www.cnbc.com/2018/09/07/tesla-executive-departures-in-2018.html
221 Tesla slashed Model 3 prices by $2,000: Clifford Atiyeh. “Tesla cuts prices on Model 3, Model S, and Model X by $2000.” Car and Driver, January 2, 2019. https://www.caranddriver.com/news/a25725993/tesla-price-cut-model-3/
221 another $1,100 in February: “Tesla cuts Model 3 price for second time this year.” CNBC, February 5, 2019. https://www.cnbc.com/2019/02/06/tesla-cuts-model-3-price-for-second-time-this-year.html
221 slashing thousands of jobs: The Tesla Team. “Company Update.” Tesla Motors Blog. January 18, 2019. https://www.tesla.com/blog/tesla-company-update
221 “There is a strong indication that . . . note circulated at the end of January: Sonam Rai and Jasmine I.S., “Musk not worried about Tesla Model 3 demand, Wall Street thinks otherwise.” Reuters. January 31, 2019. https://www.reuters.com/article/us-tesla-results-stocks/musk-not-worried-about-tesla-model-3-demand-wall-street-thinks-otherwise-idUSKCN1PP1TO
222 Tesla tweeted about new store openings: Tesla. Twitter, December 10, 2018. https://twitter.com/Tesla/status/1072297925957554176
222 it was promptly reported that once again many employees had no idea: Dana Hull. “Tesla Sell-Off Worsens After Elon Musk’s Surprise Store Closings.” Bloomberg, March 4, 2019. https://www.bloomberg.com/news/articles/2019-03-05/musk-is-said-to-blindside-tesla-staff-with-store-closing-plans
222 Tesla walked them back days later: Tom Krisher. “Tesla walks back its plan to close most showrooms.” March 11, 2019. https://www.foxnews.com/us/tesla-walks-back-its-plan-to-close-most-showrooms
222 reports that planned deliveries of the Standard Range Model 3 were canceled by Tesla at the last minute: Edward Niedermeyer. “Tesla Delaying Deliveries of Standard Range Model 3.” The Drive, March 25, 2019. https://www.thedrive.com/tech/27150/tesla-delaying-deliveries-of-standard-range-model-3
222 The cheapest version was then pulled: Tim Higgins. “Tesla Halts Online Sales of $35,000 Version of Model 3.” Wall Street Journal, April 12, 2019. https://www.wsj.com/articles/tesla-halts-online-sales-of-35-000-version-of-model-3-weeks-after-introducing-it-11555050405
223 and brought back in March: Sean Hollister. “Tesla brings back its customer referral program – with fewer free cars.” The Verge, March 21, 2019. https://www.theverge.com/2019/3/21/18276559/tesla-brings-back-its-customer-referral-program-with-fewer-free-cars
223 a series of changes to Autopilot pricing: Rob Stumpf. “Musk Says Lowering Price Was a Mistake, Tesla to Also Increase Autopilot Cost.” The Drive, March 12, 2019. https://www.thedrive.com/news/26902/musk-says-lowering-price-was-a-mistake-tesla-to-also-increase-autopilot-cost
224 sales referral program that Tesla canceled in January: Andrew J. Hawkins. “Tesla to end customer referral program, Elon Musk says.” The Verge. January 17, 2019. https://www.theverge.com/2019/1/17/18186753/tesla-end-customer-referral-program-elon-musk
224 the SEC hauling Musk back to court: Ahiza Garcia. “SEC: Elon Musk’s failure to comply with court order over his tweets is ‘stunning.’” CNN Business, March 19, 2019. https://www.cnn.com/2019/03/18/tech/elon-musk-sec-contempt-of-court/index.html
224 sudden departure of the general counsel Tesla had hired: Ryan Lovelace. “Tesla GC Butswinkas Makes Hasty Return to Williams & Connolly.” National Law Journal, February 20, 2019. https://www.law.com/nationallawjournal/2019/02/20/tesla-gc-butswinkas-makes-hasty-return-to-williams-connolly/
224 summarized by the prominent $TSLAQ account @TeslaCharts: TeslaCharts. “The $TSLA bull thesis is the same as the bear thesis: Elon Musk is willing to do anything to win. Anything. We saw that in spades last night.” Twitter, October 25, 2018. https://twitter.com/TeslaCharts/status/1055420713253982208
Chapter 17
225 a projected capacitive touchscreen: Andrew Rassweiler, Mark Boyadjis, and Stephanie Brinley. “Tesla Motors: A case study in disruptive innovation.” IHS Markit, October 7, 2014. https://ihsmarkit.com/research-analysis/q14-tesla-motors-a-case-study-in-disruptive-innovation.html
228 a dashboard can reach: Hussain H. Al-Kayiem. “Study on the Thermal Accumulation and Distribution Inside a Parked Car Cabin.” American Journal of Applied Sciences, January 2010. https://www.researchgate.net/publication/46179184_Study_on_the_Thermal_Accumulation_and_Distribution_Inside_a_Parked_Car_Cabin
228 even without help from: Cristian Sorin Popescu. “Thermal and fluid simulation of the environment under the dashboard, compared with measurement data.” IOP Conference Series: Material Science and Engineering, October 2017. https://www.researchgate.net/publication/320579641_Thermal_and_fluid_simulation_of_the_environment_under_the_dashboard_compared_with_measurement_data
228 In 2012–2015 Teslas: Tesla Motors Club. “bubbles on touchscreen.” Teslamotorsclub.com, October 18, 2015. https://teslamotorsclub.com/tmc/threads/bubbles-on-touchscreen.55868/
228 In 2012–2015 Teslas: Tesla Motors Club. “Touchscreen: Mositure/Leak?” Teslamotorsclub.com, August 16, 2015. https://teslamotorsclub.com/tmc/threads/touchscreen-mositure-leak.51679/
228 In 2012–2015 Teslas: Tesla Motors Club. “Bubbles on Display.” Teslamotorsclub.com, March 31, 2017. https://teslamotorsclub.com/tmc/threads/bubbles-on-display.88412/
228 In 2012–2015 Teslas: “Gel Leaking from Touchscreen.” Forums.tesla.com, November 12, 2015. https://forums.tesla.com/forum/forums/gel-leaking-touchscreen
228 In 2012–2015 Teslas: “Touch screen bubbles/leakage.” Forums.tesla.com, August 12, 2017. https://forums.tesla.com/forum/forums/touch-screen-bubbles-leakage
228 yellow bands forming around the edge of screens in 2016 and later Teslas: Tesla Motors Club. “The yellow screen fringe, seems to be a bigger issue for them.” Teslamotorsclub.com, August 21, 2018. https://teslamotorsclub.com/tmc/threads/the-yellow-screen-fringe-seems-to-be-a-bigger-issue-for-them.126429/
228 yellow bands forming around the edge of screens in 2016 and later Teslas: Tesla Motors Club. “Yellow ring around Main Display?” Teslamotorsclub.com, August 22, 2018. https://teslamotorsclub.com/tmc/threads/yellow-ring-around-main-display.106017/
228 yellow bands forming around the edge of screens in 2016 and later Teslas: Tesla Motors Club. “screen discoloration.” Teslamotorsclub.com, August 10, 2017. https://teslamotorsclub.com/tmc/threads/screen-discoloration.96016/
228 yellow bands forming around the edge of screens in 2016 and later Teslas: “Yellow band along borders of touchscreen.” Forums.tesla.com, September 21, 2017. https://forums.tesla.com/forum/forums/yellow-band-along-borders-touchscreen
228 yellow bands forming around the edge of screens in 2016 and later Teslas: “MCU Touch Screen Yellow Border: Dealer Update.” Forums.tesla.com, December 5, 2018. https://forums.tesla.com/forum/forums/mcu-touch-screen-yellow-border-dealer-update
228 almost certainly tied to high heat: Silvia Cruz et al. “Analysis of the bonding process and materials optimization for mitigating the Yellow Border defect on optically bonded automotive display panels.” Displays, February 2017. https://www.researchgate.net/publication/314125064_Analysis_of_the_bonding_process_and_materials_optimization_for_mitigating_the_Yellow_Border_defect_on_optically_bonded_automotive_display_panels
228 the company would not replace screens: Tesla Motors Club. “Tesla halts center screen replacements.” Teslamotorsclub.com, November 30, 2018. https://teslamotorsclub.com/tmc/threads/tesla-halts-center-screen-replacements.136674/
228 Apple iPhones: MacRumors. “iPhone 5 edge of screen turning yellow?” MacRumors, March 25, 2014. https://forums.macrumors.com/threads/iphone-5-edge-of-screen-turning-yellow.1719879/
229 Microsoft Surface Books: iFixIt. “Yellow streak around edge of screen.” iFixit, July 26, 2017. https://www.ifixit.com/Answers/View/414634/Yellow+streak+around+edge+of+screen
229 what if a website: Tesla Motors Club. “Tesla blames MCU resets on Tesla Waze Website.” Teslamotorsclub.com, May 24, 2018. https://teslamotorsclub.com/tmc/threads/tesla-blames-mcu-resets-on-tesla-waze-website.116126/
229 or a software update: Tesla Motors Club. “48.12.1 = Daily MCU Crash.” Teslamotorsclub.com, January 2, 2019. https://teslamotorsclub.com/tmc/threads/48-12-1-daily-mcu-crash.139405/
229 a website made your odometer fail: Tesla Motors Club. “Advice on ICU / MCU issues (S90D 2017).” Teslamotorsclub.com, May 16, 2018. https://teslamotorsclub.com/tmc/threads/advice-on-icu-mcu-issues-s90d-2017.115458/
230 “we’ve got people, like, writing apps for the car”: Sival Teokal. “Elon Musk takes first Model S buyer for a spin (2009).” YouTube video, June 30, 2015. https://youtu.be/1llEcjAIDjY