Power Play

Résumé du livre

Tim Higgins is a reporter for the Wall Street Journal, where he covers Apple, Tesla, and other tech companies. He also regularly appears on CNBC as an on-air contributor to the tech and auto industries. Power Play is his first book.

Breaking into the automotive industry, long dominated by established giants, posed a formidable challenge for Tesla, a start-up with an ambitious vision. Even Elon Musk, despite his relentless drive, questioned whether the company could rival industry titans like GM, Ford, Toyota, and BMW. Yet, Tesla’s Model S began to shift perceptions, selling nearly 23,000 units in the U.S. by the end of 2013 and surpassing competitors like the Mercedes-Benz S-Class. Combining luxury, style, and an electric battery range that nearly matched the gasoline-powered Chevy Volt, the Model S appealed to environmentally conscious, affluent buyers, particularly in California, and carved out a new market segment. As Tesla’s success gained traction, Wall Street and traditional automakers took notice, prompting billions in investments toward electric vehicles. However, Musk’s vision extended far beyond the Model S, aiming to transform Tesla into a mainstream automotive leader. The Model 3, priced at $35,000, represented this next step, though its production faced significant hurdles, including makeshift assembly lines in factory parking lots. Despite these challenges, the Model 3’s launch was pivotal, securing critical funding and helping Tesla navigate financial turmoil that had devastated other automakers.

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