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Tesla: Innovation or Stupidity?

We like what Tesla do and we admire them. Environmentally safe cars with torque; they’re trying to change the world, one electric car at a time. Our hopes and dreams of a ‘best of both worlds’ scenario of stylish, powerful, fun, emission-free, affordable driving are left in their capable hands. Their P85D does 0-60 mph 3.1 seconds! However, once again Tesla has reported a loss. According to figures released in early August, Tesla loses upwards of $4,000 on every Model S electric saloon sold. With Tesla set to release its hotly anticipated Model X in the next couple of months, is this enough to save it?

£4K LOSS PER MODEL S SOLD

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They pride themselves on being technological specialists, design-led innovators of the electric car and environmental trailblazers, but is it sustainable? In the second period of this year,  Tesla were operating on a loss of about $47 million. Far from wincing and admitting defeat, CEO Elon Musk remains as confident as ever in reaching their goal of a mass market car not reliant on fossil fuels. Indeed, he promises by 2016 to move into the production of multiple models and manufacturing power storage systems.

A LIFESTYLE CHOICE

It seems to be that getting on board with a Tesla isn’t really about making a smart investment in terms of money, it’s about truly buying into the ethos of what Tesla are about. If you own a Tesla, you’re not just a car owner, you’re part of a unique lifestyle. Some seem to treat them as a figure of charity, or a ‘not for profit’ business. Perhaps this is the best way to look at it? It’s less about chasing the dollar and more about changing the world for the better.

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The worry is that as nice as all this future-proofing is, the company will not survive if it doesn’t make money. Is it enough for consumers to feel smug in their planet-saving choice? Is this going to shift major units for Tesla?

Sources: reuters.com, extremetech.comubergizmo.com

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