Business Wars

While the U.S. government pushed automakers to make low-emission vehicles in the 1990s, consumers loved their gas-guzzling trucks and SUVs. But in 2003, Elon Musk's Tesla Motors arrives with environmentally friendly, high-performance cars that people actually want. Motor City smirks as Musk pilots Tesla through crushing financial crises, spectacular quality control disasters and his own shocking public displays of bad behavior. But his pricey cars are catching on. Detroit is taking notice. Musk and Tesla are on a path of disruption that will change the industry and put EVs on the map.

In 2010, Tesla Motors has already experienced tremendous highs and devastating lows. Elon Musk is a polarizing figure whose goal is to change the way the traditional auto industry works. It’s been a struggle, but Detroit is finally bowing to the Tesla vision, moving electric vehicles to the top of production slates. But now Motor City wants to control the EV market. The limited run Tesla Roadster brought attention and kudos. Now ,Musk is pinning his hopes on the new Model S. But he still needs some place to actually make the cars. If he can’t score a factory, the car is just a cool concept. Things have to come together quickly – or Tesla is toast.

The battle to dominate the EV market is on. Tesla’s market value is now around $20 billion. At this rate, Tesla could wipe the floor with GM in a decade. Ford, Toyota, Nissan, Honda and Chevrolet are taking notes. No one wants to be bringing up the rear. After near-devastating production issues, Tesla is finally churning out hundreds of its Model S every week from its newly acquired, five-acre factory, on par with any plant in Motor City. But Tesla has serious problems to solve. Like how to get cars to the people who want to buy them. And that’s something that Detroit and its vast network of dealerships does very, very well. And it will do whatever it can to keep that advantage to overtake Tesla in the EV market.

After weathering an investigation by the government for their EVs catching on fire, Tesla is hit by another probe after things get deadly. But the company is dedicated to Autopilot, its self-driving system. And once again, nearly every iconic brand in Detroit is following along. Elon Musk amps up his Twitter commentary, offending multitudes and putting fear into investors. But company value skyrockets. As Tesla moves into the 2020s, its' facing hurdles that were unimaginable just a few years ago, from alleged racism to a worldwide pandemic. The effects of these and other crises are still playing out as Tesla heads into the future.

Electric vehicles have come a long way over the past century, and now, with gas prices at record highs, more and more drivers are thinking about taking the plunge (if they can get their hands on one). Today, we’re road-tripping through the electric vehicle landscape of today and tomorrow with Aarian Marshall, a Staff Writer for Wired. Her piece, It’s a Perfect Time for EVs. It’s a Terrible Time …, explores the tipping point we’ve reached in the EV world. Next up, Dana Hull, a reporter for Bloomberg covering Tesla, walks us through her coverage of the racial discrimination lawsuit Tesla faces, and what it means for the company’s future.