Tesla #1: Secret Master Plan
Tesla, the electric car company. It was founded in 2003 and named after the inventor, Nikola Tesla. In 2004, Elon Musk became its biggest investor. As the company’s ambitions grew, Musk would take over. In 2006, he published the company’s “secret master plan” in a company-wide blog: “ In short, the master plan is: 1) Build sports car 2) Use that money to build an affordable car 3) Use that money to build an even more affordable car 4) While doing above, also provide zero emission electric power generation options Don't tell anyone.” As I read Tim Higgins’ wonderful biography of the company, I think this can be the 0ne-line summary of the book: Tesla executed that “secret master plan”. In his typical bombastic style, Musk claimed that the intent of the company was to “help expedite the move from a mine-and-burn hydrocarbon economy towards a solar electric economy”. Why then start with a sports car, you ask (Step 1 of the secret master plan ...