Tesla, Inc.

Tesla, Inc. explores the successes and failures of the pioneering electric vehicle company, probing the vision of founder Elon Musk and assessing the company's role in pushing the boundaries of driverless technology.

There is no doubt that Tesla Motors-named for energy pioneer Nikola Tesla-has turned the auto industry on its proverbial ear. Firing the imaginations of overlapping generations from baby boomers to millennials and Generation Z, Tesla was arguably the first to combine sleek, aggressive design with an all-electric lineup of luxury vehicles, including the Model S, the Model X SUV, the less expensive Model 3, and the Roadster. Its next challenge is to keep up with demand by ramping up production without compromising safety.



Tesla, Inc. tells the story of this company's improbable rise in the face of fierce opposition by the international auto industry to founder Elon Musk's vision. The book expands on how founders essentially "threw out the manual" on legacy automotive industry operations in everything from how they raised capital to how they produced, marketed, and sold their cars. Tesla is poised to play a key role in the coming and inevitable transition to fully driverless vehicle operation, with biometric sensing designed to gauge driver/passenger alertness. Time will tell whether Tesla will someday be considered the Ford Motor Company of this generation, changing not only operational and manufacturing technology but the very nature of how we transport ourselves.


* Provides a concise but thorough overview of Tesla, Inc., from its founding in 2003 to its going public in 2010 to its exponential growth in recent years

* Explains the importance of visionary founder Elon Musk and his leadership in the face of incredible odds

* Explores the successes and failures of Tesla

* Assesses Tesla's role in the progress of driverless vehicle safety