Consumer Tech is the New Religion

I’m certainly not the first to declare it, but consumer technology is the new religion of the 21st century. With all due respect to your spiritual faith (or lack thereof), middle class consumers are quickly becoming technology zealots. Daily, we worship at the altar of social media and mobile devices.

Our prayers for the blessings of bigger displays, expanded storage, and thinner designs are picked up by wi-fi and Bluetooth as they’re synced with Heaven—up in the iCloud. We speak in tongues, hoping that our new car’s GPS system features voice recognition. If we lose our way, our guardian angels, Siri and Cortana, reveal the path to enlightenment.

church of apple

We ask for forgiveness for having neglected our children by spending too much time on Facebook or posting a nasty comment on Tumblr. We pray that we’ll be blessed with better lighting for our next Instagram photo of an especially good tuna sandwich, or maybe a stranger’s puppy.

Our churches are Apple’s iTunes, Google’s Play, and Amazon’s Prime media streaming and download services, including their holy app stores. To discourage dissenters from leaving the flock, our Bibles are often unreadable at a different church. Netflix and Pandora are two major exceptions, translating their scripture into every language under the sun.

There seem to be more religious wars within modern consumer tech than there are within religion itself. Richard Dawkins and Rick Warren have nothing on Larry Page and Tim Cook. What began as the “PC vs. Mac” platform war in the 1980s, punctuated by Betamax versus VHS, has evolved into Xbox versus Playstation, Android versus iOS, and Tesla Motors versus Toyota. Samsung, Sony, Google, Microsoft, and Apple take shots at each other on a regular basis. It’s Hatfield against McCoy—only this time they’re armed with touchscreen tablets and password-protected internet routers.

Sometimes these religious wars are monotheistic, like Apple’s closed ecosystem that offers both hardware and software from a single vendor. Other companies ask us to worship many gods, like the availability of Microsoft’s Windows and Google’s Android from a number of hardware manufacturers. Often, the battles are less proprietary and more philosophical, such as hydrogen-powered cars versus battery electric vehicles (kind of like Greek Mythology).

girls-on-their-phone

Some in the academic community agree. In 2010, ABC News reported that Heidi Campbell, a communications professor at Texas A&M University, co-wrote a paper “exploring the religious myths and metaphors surrounding Apple.” “[The company] could offer a religious-like experience. It could basically perform the same role in people’s lives that being part of a religious community could,” she wrote.

The vitriol and defensiveness in many factions of these religious schisms can become shockingly brazen and abusive, as if someone took the Lord’s name in vain—or peed in your Cheerios. The utterance of “Apple sucks” or “electric cars are stupid” is bad enough; the response is typically worse. Members of the choir routinely compete for “Most likely to have not graduated middle school.”

But we’ve considered only the religions themselves, not the priests at the pulpit. PC versus Mac, was, of course, Bill Gates versus Steve Jobs. Electric cars versus the established Luddites of Detroit is obviously Elon Musk versus…well, the established Luddites of Detroit (this one is a true David and Goliath metaphor). In terms of building their congregations, it could even be argued that Rupert Murdoch and Mark Zuckerberg are running competing megachurches.

“Steve Jobs, one of the most powerful people of our day, has offered a secular ‘gospel’ to our culture,” wrote evangelical Christian author Sean McDowell when Jobs stepped down as Apple’s CEO for health reasons in 2011. Even Christianity Today in January of 2011, in an article entitled “The Gospel of Steve Jobs,” wrote, “The Apple CEO was able to articulate a perfectly secular form of hope.”

“The Apple CEO was able to articulate a perfectly secular form of hope.”

The adoration bestowed upon the top executives of modern technology companies is like that of Southern Baptist parishioners during the rapture. We worship at the feet of charismatic pontiffs like Elon Musk, Sheryl Sandberg, and Richard Branson. They’re our silicon saviors, and the only thing that shakes our faith in them is a dead battery or too many casserole recipes in our newsfeed.

android-fanboy

When it comes to mobile gadgets and streaming media, some of us even worship two gods—like a household with one Catholic and one Jewish parent that recognizes both Christmas and Hanukkah. These odd and overly open-minded people may sport both an iPhone from Apple and a Nexus 7 tablet from Google. Maybe they have a Galaxy S5 smartphone and an iPad. Hasn’t anyone told them that this is, basically, against the rules?

In the end, the best digital dogma is the one that suits your lifestyle, budget, and personal beliefs. Or the one with the coolest logo. But it’s your money going into the offering plate; worship with the company or platform of your choice.

And what about the sinners? You know, the gluttonous people at the airport who hog two outlets to recharge their devices, or the rude fanboys who leave flippantly disparaging comments on your carefully articulated posts? Well, there’s a special place in hell for them. A place where there’s a complete lack of extended warranties and app updates, where the only stores are Circuit City and RadioShack, and where they’re given only a PalmPilot PDA and a CalicoVision game console.

For eternity.

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Curt Robbins


Curt Robbins is author of the following books from Amazon Kindle:

You can follow him on Twitter at @CurtARobbins, read his auto-related articles on CarNewsCafe, check out his Apple-themed articles on Apple Daily Report, and read his AV-related blog posts at rAVe Publications. You can also view his photos on Flickr.

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Elon Musk: Hydrogen Cars Are “Extremely Silly”

On January 13, when addressing reporters during a Q&A session at the Automotive News World Congress (part of the North American International Auto Show) in Detroit, Elon Musk was asked by Gabe Nelson, from Automotive News, about his previous statements regarding hydrogen fuel cell technology for use in personal vehicles—and whether he regretted previous statements in which he claimed that the tech is foolish and inefficient.

Below is a transcript of this interview segment, from a video published by BloombergBusinessweek of Musk’s Q&A session.

[If you’re a Tesla Model S owner based in Norway, please reach out to me by commenting below. I would like to interview you for my forthcoming book and a couple of blog posts. Thanks.]

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Gabe Nelson: “You’ve been very vocal about the need for other companies to produce EVs to reduce emissions and deal with climate change. If that’s the case, then why so critical of hydrogen fuel cells, which are another pathway to zero emission vehicles? Do you regret having been so critical? Do you stand by those comments?”

Elon Musk: “I don’t want to turn this into a debate on hydrogen fuel cells, because I just think that they’re extremely silly [audience laughs]. There’s multiple rebuttals of it online. It’s just very difficult to make hydrogen and store it and use it in a car. Hydrogen is an energy storage mechanism, it’s not a source of energy. So you have to get that hydrogen from somewhere.

Musk in DetroitIf you get that hydrogen from water, you’re splitting H2O. Electrolysis is extremely inefficient as an energy process. If you took a solar panel and used the energy from that solar panel to just charge a battery pack directly—compared to try to split water, take the hydrogen, dump the oxygen, compress the hydrogen to an extremely high pressure—or liquefy it—and then put it in a car and run a fuel cell…it is about half the efficiency. It’s terrible.

Why would you do that? It makes no sense. Hydrogen has very low density. It’s a pernicious molecule that likes to get all over the place. If you get hydrogen leaks from invisible gas, you can’t even tell that it’s leaking. But then it’s extremely flammable, when it does, and has an invisible flame.

If you’re going to pick an energy storage mechanism, hydrogen is an incredibly dumb one to pick. You should just pick methane. That’s much, much easier. Or propane.

The best case hydrogen fuel cell doesn’t run against the current case batteries. So, then, obviously, it doesn’t make sense. That will become apparent in the next few years. There’s no reason for us to have this debate. I’ve said my piece on this. It will be super-obvious as time goes by.”


Curt Robbins is author of the following books from Amazon Kindle:

You can follow him on Twitter at @CurtRobbins, read his AV-related blog posts at rAVe Publications, and view his photos on Flickr.

The Reality of Hydrogen Cars

I recently posted to LinkedIn some quotes by Tesla Motors and SpaceX CEO Elon Musk regarding the practicality of the current state of hydrogen fuel cells as applied to personal transportation.

The post was inspired by the research I’ve been conducting for my next book, Understanding Alternative Cars. The book will feature a chapter regarding hydrogen-powered vehicles in an effort to eliminate confusion for consumers–while also accomplishing some myth-busting.

My LinkedIn post:

elon musk for twitter 2In January 2014, in an interview with British magazine Autocar, Musk said the following regarding hydrogen fuel cells as applied to personal transportation:

“They’re mind-bogglingly stupid. You can’t even have a sensible debate.”

“Consider the whole fuel cell system against a Model S. It’s far worse in volume and mass terms, and far, far, worse in cost. And I haven’t even talked about hydrogen being so hard to handle.”

“Success is simply not possible.”

“Manufacturers do it [FCEVs] because they’re under pressure to show they’re doing something ‘constructive’ about sustainability. They feel it’s better to be working on a solution a generation away rather than something just around the corner.”

“Hydrogen is always labeled the fuel of the future—and always will be.”

There’s currently quite a bit of contention regarding the topic of hydrogen power for cars. Given Toyota’s recent announcement that it will migrate from fossil fuels to more modern technologies, like hydrogen and electricity, and BMW’s recent statement that it will no longer employ gas-powered internal combustion engines by the year 2025, this is a big deal. The economic and environmental repercussions of the migration from fossil fuels to alternative, modern technologies will be felt by everyone.

A commenter to my LinkedIn post, Joe Wojdacz, who identifies himself as a “disruptive innovationist” within the motion picture and film industry in Los Angeles, posted the following:

“I’m sorry but, what a dumb thing to say by someone claiming the mantle of the incomparable Nikola Tesla! How about looking more than a generation behind at the man himself who found the Cosmos to be a battery. No need for Li or Hydrogen. WTF people?!”

In response, I emailed Mr. Wojdacz the following:

“Joe: I love the ‘idea’ of hydrogen, but every time I research the numbers and efficiency ratio, it makes no sense. The most reputable recent source I consulted stated an efficiency ratio of 1.3 to one. Meaning that 1.3 units of energy are invested to deliver one unit of energy (in this argument, to propel a vehicle).

American consumers love convenience. There’s a fast food drive-thru on every corner and all pizza shops provide home delivery for a reason. Convenience is king, few would argue. Ok, given that, how are we to assume that an expensive network of hydrogen fueling stations is more convenient for drivers than simply plugging in at home or work?

Centralized fueling stations are a thing of the past in an all-EV world. They die, along with the 155-year-old propulsion tech they supported, internal combustion engines.

A factor that will actually generate a surplus of energy on the grid will be rooftop consumer solar power. This will be especially true for those who can afford a storage battery and, thus, engage in the time shifting of energy (charging one’s car after dark/post-work commute, the same way that consumers currently time shift TV entertainment using DVRs).

Even if we assume that the majority of the future hydrogen fuel station infrastructure is derived from stations that currently dispense gasoline, it doesn’t change the fact that consumers will choose the $4 at-home, in-the-garage, overnight refueling over the $50 hydrogen fuel cell, only-at-the-dispensing station, approach.

I would love to engage with an informed and reasonably balanced hydrogen fan/enthusiast/proponent regarding these points. I’m not against *any* clean, renewable tech, given the nastiness of the gasoline production life cycle (fracking, high cost, refineries, and exhaust from tail pipes). But when I do the math for fuel cell vehicles versus EVs, fuel cells always lose by a wide margin.

Unless there’s some magic (and magically inexpensive) leapfrog propulsion fuel on the immediate horizon–like Star Trek-inspired dilithium crystals or something–electricity makes so much more sense that it isn’t even funny.

Joe, thank for you opinion on all this. But is there something I’m missing here? Everything Musk says has made sense to me so far.”

Please consider this post an invitation to both pro- and anti-hydrogen enthusiasts alike to participate in a mature, professional, and educational debate regarding the merits and practicality of hydrogen and electricity as power sources for the next generation of personal vehicles.

I’m sure we’ll all learn something. Because, after all, we share the same planet and we all pay a significant portion of our incomes for personal transportation.

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Curt Robbins


Curt Robbins is author of the following books from Amazon Kindle:

You can follow him on Twitter at @CurtRobbins, read his AV-related blog posts at rAVe Publications, and view his photos on Flickr.

Tesla Test Drives: Responding to Bob

My blog post entitled Tesla Bigot: IADA’s Bruce Anderson from October 4 is gaining a bit of traction and has actually garnished some feedback (always exciting for new bloggers like myself). Below is a comment received from this post and my response.model s and solar panels

I also sent a Tweet to Anderson (@IADA_Bruce), the president of the Iowa Auto Dealers Association, asking him for a public dialog allowing us to debate the validity of his successful effort to cancel Tesla’s test drives in early September. In addition, I copied Senator Matt McCoy (@mccoyforsenate) and Rep. Peter Cownie (@petercownie) in an attempt to involve these Iowa politicians in the dialog.

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Curt Robbins


bob
Submitted on 2014/10/06 at 5:59 pm

So according to this decisions all expo, conference & trade shows should now follow this decisions and not be allowed. Be careful what you wish for.

curtrobbins
Submitted on 2014/10/06 at 6:05 pm | In reply to bob.

Hi Bob,

I’m confused. Can you elaborate? I honestly don’t understand exactly what you’re getting at. I enjoy—and seek out—an intelligent and honest dialog regarding any consumer tech topic. But can you clarify your comment?

In terms of being careful about what I wish for: I wish simply that a disruptive, game-changing company like Tesla would be permitted to at least demonstrate its technology first-hand. It’s sad enough that this company can’t actually sell in the state of Iowa due to…I know, I’ve said it so many times before…antiquated laws from a bygone era. Those laws served 1950s-80s America really well. But no more. (Technical clarification: Anyone, in any state, can purchase Tesla’s vehicles from its website.)

tesla model s replacement for blogPlease note that I’m not suggesting Buick, Ford, or Hyundai be prohibited from conducting test drives. I believe healthy, fair competition is what has made America great. But to prohibit an American company as promising as Tesla from simply demonstrating its product to prospective customers is really Neanderthal thinking. I want the voters of Iowa—and any state in this great union—to be able to test drive, purchase, sell, and service vehicles involving a wide variety of technologies from a multitude of companies.

Politicians like to cite patriotism. Ok. How patriotic is to allow Toyota (Japanese), Kia (Korean), and Range Rover (Indian) to conduct test drives on American soil, while prohibiting Silicon Valley-based Tesla from not only selling cars, but even test driving them? Tesla employs 6,000 hard-working Americans, and is expanding rapidly. I’m not suggesting Tesla deserves any special treatment. However, for American politicians to state that they are pro-American companies and pro-economic growth and then oppose—at any level: municipal, state, or federal—an American company embracing these very principles is, well, both illogical and hypocritical. Not to mention short-sighted.

I wouldn’t vote for them. Would you?

Now, back to your point of me being careful what I wish for. I wish that every one of my fellow Americans could understand, test, and have the ability to purchase any reasonably safe personal transportation vehicle on the market. Especially if it comes from an American company. No sane politician would disagree with me so far.

I’ll do my best to help people understand electric car technology and their product options (that’s what I do for a living). But if consumers know what they want and can’t even get it, how well are any of us serving them?


Curt Robbins is author of the following books from Amazon Kindle:

You can follow him on Twitter at @CurtRobbins, read his AV-related blog posts at rAVe Publications, and view his photos on Flickr.

Electric Car Adoption: Not Why You Think

In the past, I’ve written about both the lack of innovation in the auto industry and Tesla Motors. Researching Tesla revealed many things. The physical, technical, and practical advantages of electric versus internal combustion cars are plentiful and amazing.

Yes, I’m convinced that the transition to fully electric cars is indeed inevitable. But it won’t happen for the reasons most people think—and it has nothing to do with helping the environment, running out of oil, or making the world a better place. While those are valid arguments that are well-and-good for the media and proponents of such voltage-based transport tech, they will have little to do with the inevitable success of all-electric personal transportation in the United States.

nissan leaf for linkedinMuscle cars are among the least efficient, loudest, and most smog-producing vehicles on the road. Despite this, they remain the most popular and revered of all cars ever made. I’d kill for a 1963 C2 Corvette or a 1967 Camaro. I watch Supernatural with my daughters just so I can hear the hunky 1967 Chevy Impala’s modified engine through my home theater’s subwoofer.

I can understand muscle car fans wincing at the prospect of driving across town in a nearly silent all-electric vehicle. On the surface, it doesn’t sound tough or cool—which runs counter to the 20th century-spawned notion that cars help define our personalities and, ironically, individuality (think James Dean, Steve McQueen, and Vin Diesel).

Let Me Count the Reasons

Advocates of electric vehicles, often tree-hugging environmentalists, new age hippies, and science geeks, give us countless reasons why electric cars will replace their fossil fuel-guzzling predecessors (not the least of which is the inevitable disappearance of oil). Melting ice caps, serious long-term health ramifications, and the prosperity of our children and our children’s children are all used to make us feel guilty about driving our noisy, sluggish, gas-guzzling sedans and SUVs.

But let’s not fool ourselves. Consumers will decide if electric cars replace internal combustion models, not governments, advocacy groups, or even the media. Because for consumers, it’s all about cost. We might be concerned about rising carbon dioxide levels and climate change, but if an exhaust-emitting internal combustion car is less expensive than a clean all-electric model, consumers—especially middle class consumers—will almost always opt for the cheaper model. At least if we want to take a vacation now and again or send our kids to college.

When Tesla Motors releases its much-anticipated Model 3 in 2017 or 2018—assuming they can actually sell it for $35,000—Americas will do some basic math and realize that they can have a car with decent range (200-250 miles per charge), significantly more storage, zero internally produced noise, Porsche performance (the current Model S sedan is literally faster than a Porsche 911), and the satisfaction of knowing they aren’t creating greenhouse gasses in their own back yard. For about the cost of a nicely optioned Ford Taurus or Nissan Altima, folks will realize they can have so much more.

Huge Savings on Consumables

But that’s the hedonistic car lover’s side of the equation. It’s after they do the consumables math, i.e., add up the costs of fuel and maintenance, that Americans will flock to electric cars in droves. This is primarily because, by selling a $35,000 high-performance all-electric car, Tesla (and any other manufacturer) doesn’t simply match the price of a gasoline-powered vehicle in the short term. It beats it in the long term—by a wide margin. Unlike fossil fuel-powered vehicles, the more you drive an electric car, the cheaper it is to own.

No oil changes, only a few bucks to charge the batteries (instead of the $50-120 required to fill the tanks of conventional piston-pumping vehicles), and no more standing in 10 degree F weather to fill their tanks at gas stations will convince consumers that electric cars aren’t only cheaper, but that they’re also more convenient. And convenience is what Americans are all about. There’s a McDonald’s on every corner and even Pizza Hut has a drive-thru window for a reason.

tesla model s replacement for blogA Tesla Model S owner in Wisconsin reported that he “barely even noticed” any increase in his electric bill when analyzing it to calculate how much it was costing him on a monthly basis to recharge his sleek all-electric sedan. I realize that’s a somewhat ambiguous statement, but the next time you “barely notice” the monthly accumulated gasoline bills for your car, let me know. Significantly less expensive fuel, combined with almost non-existent maintenance costs, dramatically change the overall cost of ownership of an all-electric car like the Nissan Leaf or any of Tesla’s models.

As one Model S owner commented, you simply charge it at night and replace the tires.

Car Dealerships Suck

Despite America’s love of cars, for the average consumer, a visit to a car dealership is like a trip to the dentist or an IRS audit. We don’t like it, and for good reason. It’s a smarmy, hawksterish zone where contention runs high and trust runs low. It’s populated by clueless salespeople, gaudy signage, and loud, obnoxious commercials. Most car dealers are a cheesy exercise in financial obfuscation, cheap and predatory sales tactics, and—all too often—a gross lack of professionalism and honesty. Yes, Lexus, BMW, and others luxury brands have done a lot to counter the mostly skanky state of the dealership industry, especially those representing the big middle class brands like Chevy, Ford, Toyota, Honda, Nissan, Chrysler, and Hyundai. But conventional car dealerships still suck.

During the next few years, two things will happen in the auto industry. First, a company like Tesla will produce an affordable, attractive, and performance-oriented all-electric vehicle with an acceptable range. Obviously, others will follow. Second, Americans will begin to perceive that they can save money by owning an all-electric vehicle.

Dramatically reduced fuel and maintenance costs will motivate consumers to jump on the electric bandwagon—sports car-like performance and gee-whiz technology will simply be the icing on the cake. Once consumers are buying electric cars as fast as they’ve been purchasing iPhones and iPads for the past few years, all auto manufacturers will embrace the approach. Electric sales will soon after outpace those of old school piston bangers with tail pipes.

In the end, it will be the savings and convenience that will convince Americans to get in bed with electric vehicles, not rescuing the environment or even the amazing performance. And if we get to avoid a trip to the dentist in the form of negotiating with sleazy dealership dorks who we despise—and don’t trust—all the better.

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Curt Robbins


Curt Robbins is author of the following books from Amazon Kindle:

You can follow him on Twitter at @CurtARobbins, read his AV-related blog posts at rAVe Publications, and view his photos on Flickr.

Time for Tesla

The autumn announcement of new car models, in addition to my typical obsession with consumer technology, has recently produced a constant mental Venn diagram—with new cars in the left circle and consumer tech in the right. And in the middle, overlapping section of the diagram? Tesla Motors.

In a recent blog post, I kvetched about the lack of technical innovation in the auto industry. In reflection, I was referring only to the technical enhancements to personal transportation, such as Bluetooth, backup cameras, adaptive cruise control, and head-up displays. But what about the core drivetrain? When you consider the pace of improvement and innovation in industries like consumer electronics, entertainment, and computers, it’s amazing that all of our cars (even if you drive a Chevy Volt or a Toyota Prius) are simply leveraging an improved version of a 155-year-old technology: Internal combustion.

Let’s At Least Agree on This

Regardless of whether you’re Republican or Democrat or your stance on climate change, no one can argue that auto exhaust is good for the planet. If given the choice, I’d vote to exclude it from my community. And so would Elon Musk, the co-founder and CEO of electric car manufacturer Tesla Motors. In fact, Musk’s vision is for one of his other successful companies, residential solar power provider SolarCity, to provide clean, sustainable energy for our homes and for Tesla to offer a viable, affordable solution to consuming that clean energy for transportation.

tesla model s replacement for blog

Musk has faced roadblock after roadblock for his small offering of high-tech, sporty, and fully electric vehicles. Recently, car dealers and lawmakers across the country challenged him based on the fact that Tesla sells direct to consumers—not through dealerships. Old laws from a bygone era designed, ironically, to prevent monopolies are currently being leveraged to prohibit Tesla from selling its cars in all areas of the United States. Lazy car dealerships acclimated to purchasing local monopolies for their particular brand are apparently so intimidated by Tesla and its attractive electric tech that they have been taking legal action and calling on their country club cronies to help protect them from open market economies. Unfortunately, it seems that most car dealership owners are more talented at screaming “Discounts, discounts, discounts!” on the local FM radio station than taking on a fair fight. Apparently their wallets are bigger than their balls.

Combined with fuel costs hovering between $3.00 and $4.00 per gallon—and each of those gallons delivering an average of only 25 miles per gallon (according to 2013 data from the University of Michigan Transportation Research Institute)—the old way is feeling about as advanced as the paper and pencil that might have resided in the pocket of Henry Ford at the 1908 introduction of the Model T. When you compare these items with a modern smartphone, like an internet-connected iPhone 6 or the Samsung Galaxy S5, you get an idea of how far technology as a whole has evolved in American society. Holy crap. Henry Ford couldn’t have even imagined Angry Birds or Orange is the New Black.

Genesis

If the Model T was the foundation of the fossil fuel-propelled auto industry, then it is surely one of Tesla’s models or the Nissan Leaf that is the genesis of a new age of significantly more advanced and earth-friendly vehicles. Because of Musk’s own passion for cars—specifically those of the high-performance variety—we’ve learned that electric cars don’t have to be boring. As practical and decidedly high-tech as the Toyota Prius is, “sexy,” “sleek,” and “fast” are terms that typically don’t enter one’s mind when thinking of this vehicle from our friends in Japan. Let’s face it: If you have any lust for sportiness or curb appeal whatsoever, the Prius has always felt like a sacrifice, as if a middle-aged dot com hippy is, by driving down the road in one, symbolically stating, “I’m doing my part for the environment.”

elon musk for twitter 2

Musk has personally bootstrapped Tesla during the course of its relatively short existence, investing more than $75 million of his personal wealth. He spent his last $40 million (from the sale of his brainchild PayPal to eBay) to save the company from bankruptcy in 2007. Tesla now seems to be out of the woods in terms of its financial solvency. Investments from industry titans like Mercedes and Google’s founders Larry Page and Sergey Brin, in addition to a successful 2010 IPO, have helped keep Tesla alive and growing (the company reported profits for the first time in early 2013).

Putting us at 2014. Tesla is three years away from selling a $35,000 everyman’s version of its vaunted $80,000 Model S that will be called the Model 3. The Model S is the follow-on to Tesla’s first vehicle, the exotically sporty and expensive Roadster (hyped at its introduction by celeb customers like George Clooney, Leonardo DiCaprio, and Arnold Schwarzenegger). Tesla has also broken ground on a battery plant outside Reno, dubbed the Gigafactory, a partnership between the company and Panasonic that will help make the Model 3 affordable for consumers and profitable for Tesla.

Musk has pointed out how market forces alone—especially given the heavy-handed lobbying and deep old-school pockets of the petroleum industry and car dealers—haven’t been enough to decrease the price of car batteries fast enough, enabling affordable electric vehicles. The Gigafactory, using leading-edge manufacturing processes, is purported by Musk to be the reason his company will be able to offer a fully electric car that competes on price with gas guzzlers from Detroit, Tokyo, and Seoul.

A Bit Toned Down

Musk is one of those once-in-a-generation entrepreneurs who truly stops you in your tracks when you consider everything he’s accomplished—and when you comprehend what he might do in the next decade or two (he’s only 43, after all). Unlike some of the more ego-driven and bombastic executives in Silicon Valley—like Oracle’s Larry Ellison, Microsoft’s (former) Steve Ballmer, and T-Mobile’s John Legere—Musk is a relatively humble founder and CEO. Not to be confused with his confidence, which is blowing-smoke-up-your-butt powerful.

However, given his accomplishments during the past few years, and his likely successes in the coming decades, it turns out he hasn’t been blowing smoke at all. Although The New York Times and Britain’s Top Gear TV show might have lost faith in his efforts, or even rigged some of their testing of his vehicles (claims made by Musk), the prospect of a Model 3 electric car for the masses before the end of the decade is all but certain.

So let’s cheer underdog Tesla Motors and its tenacious CEO Elon Musk for having the courage to challenge established players—be they car dealers or the big guys from Detroit. Porsche performance in a zero-emission car with leading edge technology, less expensive fuel than from fossils, and the quality and comfort of premium brands is an option that American consumers deserve. And clearly want.

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Curt Robbins

[See also the related blog posts Tesla Bigot: IADA’s Bruce Anderson, Tesla Test Drives: Responding to Bob, and Auto Industry: Slow on Tech Innovation.]


Curt Robbins is author of the following books from Amazon Kindle:

You can follow him on Twitter at @CurtARobbins, read his AV-related blog posts at rAVe Publications, and view his photos on Flickr.