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Starting point: Growing awareness of automobile contribution to environmental risk, and related value of electric vehicles

Organizing strategy: Develop an up-scale, mass-market, fully electric car

Tools: investment capital, technology, innovation in car design and execution

Outcomes: A radically designed fully electric auto with mainstream appeal and success; consistently winning Car of the Year awards

Primary Sources: https://en.wikipedia.org/wiki/Tesla_Motors

Tesla Motors, Inc. is an American automotive and energy storage company[6] that designs, manufactures, and sells electric cars, electric vehicle powertrain components, and battery products.[7] Tesla Motors is a public company that trades on the NASDAQstock exchange under the symbol TSLA.[8] In the first quarter of 2013, Tesla posted profits for the first time in its history.[9]

Tesla first gained widespread attention following their production of the Tesla Roadster, the first fully electric sports car.[10] The company’s second vehicle is theModel S, a fully electric luxury sedan, and its next two vehicles are the Models X and3.[11] As of March 2015, Tesla Motors has delivered about 70,000 electric cars since 2008.[12]

Tesla also markets electric powertrain components, including lithium-ion battery packsto automakers including Daimler and Toyota.[13] CEO Elon Musk, has said that he envisions Tesla Motors as an independent automaker,[14] aimed at eventually offering electric cars at prices affordable to the average consumer.[15][16] Pricing for the Tesla Model 3 is expected to start at US$35,000 before any government incentives and deliveries are expected to begin by 2017.[17][18] In 2015, Tesla announced the Powerwall, a battery product for home use.