Tesla #3: Sales Challenges
Car companies sell their vehicles through dealers. Elon Musk though decided the best way was for Tesla to sell the car directly, writes Tim Higgins . But this brought the company into “unchartered territory” – in most American states, car companies are not allowed to sell directly to customers! Given that Tesla had enough challenges – building a car company from scratch, not just another car but an electric one, and the need for huge cash investments – why was Musk trying to create one more challenge for the company? Well, Musk ideologically hated the “hard sell” approach – coming from the Internet age, he felt a great product would sell itself. In addition, Musk understood that buyers would need to be educated about electric cars – and for that, he didn’t trust the dealerships; instead, Tesla should build its own sales team. And yet: “He tended to show little interest in the boring nuts and bolts of sales operations.” This is just one of many contradictory stances Musk...