Ludicrous - The Unvarnished Story of Tesla Motors

Ludicrous - The Unvarnished Story of Tesla Motors
September 2

Tesla is the most exciting car company in a generation . . . but
can it live up to the hype?

Tesla Motors and CEO Elon Musk have become household names, shaking
up the staid auto industry by creating a set of innovative electric
vehicles that have wowed the marketplace and defied conventional
wisdom. The company's market valuation now rivals that of
long-established automakers, and, to many industry observers, Tesla
is defining the future of the industry.

But behind the hype, Tesla has some serious deficiencies that raise
questions about its sky-high valuation, and even its ultimate
survival.

Tesla's commitment to innovation has led it to reject the careful,
zero-defects approach of other car manufacturers, even as it
struggles to mass-produce cars reliably, and with minimal defects.
While most car manufacturers struggle with the razor-thin margins
of mid-priced sedans, Tesla's strategy requires that the Model 3
finally bring it to profitability, even as the high-priced Roadster
and Model S both lost money. And Tesla's approach of continually
focusing on the future, even as commitments and deadlines are
repeatedly missed, may ultimately test the patience of all but its
most devoted fans.

In Ludicrous, journalist and auto industry analyst Edward
Niedermeyer lays bare the disconnect between the popular perception
of Tesla and the day-to-day realities of the company—and the cars
it produces. Blending original reporting and never-before-published
insider accounts with savvy industry analysis, Niedermeyer tells
the story of Tesla as it's never been told before—with clear eyes,
objectivity and insight.

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