Elon Musk recently unveiled the future of Tesla with the new Model 3 that made the company $7.5 billion in a day. However, the CEO and co-founder of Tesla Motors saw this day coming nearly ten years ago when he shared his mastermind plan in a revealing blog post on Aug. 2, 2006.
The post titled “The Secret Tesla Motors Master Plan (just between you and me)” details the company’s mission to not only develop a high performance electric sports car, but to provide a wide range of models and affordably priced family cars. Musk writes:
“This is because the overarching purpose of Tesla Motors (and the reason I am funding the company) is to help expedite the move from a mine-and-burn hydrocarbon economy towards a solar electric economy, which I believe to be the primary, but not exclusive, sustainable solution. […]
“The strategy of Tesla is to enter at the high end of the market, where customers are prepared to pay a premium, and then drive down market as fast as possible to higher unit volume and lower prices with each successive model.”
Thus, every successive Tesla model is intended to be much more affordable than its predecessor. The premium prices paid for earlier models are funneled back into the company to slash costs, develop new products and bring them to the market as fast as possible. Car buyers are essentially helping pay for the development of the low cost family car.
When the masses are able to purchase affordable high performing electric cars, significant difference in global carbon emissions will be apparent. In his post, Musk also addresses two common arguments regarding battery disposal and power plant emissions that are held against electric vehicles. He summarizes at the very end:
“So, in short, the master plan is:
- Build sports car
- Use that money to build an affordable car
- Use that money to build an even more affordable car
- While doing above, also provide zero emission electric power generation options
Don’t tell anyone.”