Jonathan Williams

Christen Enos
First Year Writing
3 April 2016
Context Note:
This article is a commentary on the advancements Tesla has made in the electric car industry and
how its latest development, the affordable Tesla, may be that factor that sparks the revolution of
electric cars in the U.S. auto market. The audience is people within the U.S. who have a general
interest in the auto industry, therefore this article should be posted in magazine like Car and
Driver, or the autos section of the newspaper.

How One Company Can Revolutionize

the Auto Industry
Tesla Motors has made some big innovations and has some big
aspirations
By Jonathan Williams | March 29 , 2016
th

The 2016 Tesla Model S: Classy, Sleek, and Efficient. Pricing starts at $69,900.
http://cocheseco.com/wp-content/uploads/2015/07/Tesla-Model-s-frontal.jpg

Have you ever considered buying a hybrid electric or battery electric car? In the
U.S. and in many other developed countries around the world, the idea of chargeable
electric vehicles has failed to pry its way into the mind of consumers. Battery electric
and hybrid electric cars account for only 3 out of every 100 cars driven in the U.S. today
(Massachusetts Sees), and this meager number is due to a variety of issues consumers
generally see with electric cars; the price, the design, the range, and the availability of
charging (Gitlin). So, why should anyone consider buying an electric car? The answer is
simple. For the past decade, one company, who proudly manufactures their vehicles

right here in the United States, has innovated the electric car industry. They have
mastered three of those four problems, and with their newest model, they are on the
verge of overcoming the fourth and final obstacle. This company is Telsa Motors, and
they may be about to provide the spark that completely reinvents the auto industry in
the United States.
Historically, battery electric cars have been inferior to gasoline powered vehicles
in almost every aspect besides the environmental impact. The range of travel for
gasoline powered cars is much larger, the refueling process takes a much shorter time,
and the design is significantly better. All of these aspects lead to the user getting more
for their money when buying a gasoline powered vehicle. For example: take this
comparison between the best selling battery electric vehicle, the 2016 Nissan Leaf and
the popular 2016 Honda Accord (Gasoline):

2016 Nissan Leaf base

Battery Electric (Nissan Leaf)

2016 Honda Accord EX-L

Gasoline (Honda Accord)

http://latestcarwallpapers.com/wpcontent/uploads/2016/01/2017-Nissan-LEAF-WallpapersHD-Desktop-1920x1080.jpg

http://i.wheelsage.org/pictures/h/
honda/accord_sport/honda_accord_sport_10.jpeg

Battery: 24 KWH 4 to 6 hour charge

Range: 87 Miles (Maximum)
Features:
Back-Up Camera, Push to Start,
Bluetooth: Hands Free Calling, Zero
Emissions
MSRP: $29,010

Tank: 17.2 Gallon 37/27 MPG

Range: 460 Miles (Maximum City)
Features:
Parking Sensors, Push to Start, Back-Up
Camera, Apple Car Play, Bluetooth:
Hands Free Calling, Road Departure
Mitigation, Lane Keeping Assist,
Navigation System
MSRP: $30,670

From this comparison, the issues with battery electric cars can be brought into light. The
range for the Nissan Leaf is mediocre. In fact, for an extra 20 miles, the MRSP increases
by $6,000 (Nissan Leaf). The Leaf is also lacking a significant amount of technology
that one would find if they were to purchase the gasoline powered Accord instead. And
then theres the design of the Leaf; bulky, plain, and all around undesirable. Why
would anyone even consider buying an electric car today if they could buy a gasoline
car loaded with features for the same price? This is question that motivates Tesla
Motors. The advancements that Tesla has made aim to convince the consumers that
electric cars can be just as good, and even better, than gasoline powered cars.
Before Tesla began producing their
products, they were faced with the challenge of
emerging into a competitive U.S. auto market.
Tesla Motors has overcome all odds to become a

Teslas mission is to
accelerate the worlds
transition to sustainable
transport Tesla Motors

top of the line auto manufacturer; one with higher customer satisfaction ratings than its
more mature competitors: BMW, Mercedes Benz, and Audi (Baer). Founded in 2003 by
a group a Silicon Valley engineers, Tesla Motors is Americas first successful auto
startup in 113 years, when Ford Motor Company emerged into the market with the
motivation to prove that automobiles can be made available and affordable to everyone
(About Tesla). With a motivation similar to that of Ford, Tesla was established to with
a mission of its own, to prove that electric cars could be better than gasoline-powered
cars (About Tesla). Since 2003, Tesla has produced the most innovative electric cars
of the decade and with each new product, consumer optimism in the future of electric
cars rises. Through their advancements, Tesla has been able to overcome performance,
design, and charging issues with battery electric vehicles, with only one objective
remaining: to make electric cars affordable.

The first Tesla, the Tesla Roadster, proved that electric cars could perform just as
well as gasoline powered cars. This was not your ordinary electric car; it was a battery
electric sports car. The Tesla Roadster could accelerate from 0-60 mph in 3.7 seconds
(About Tesla), which puts it in the same
class as the BMW M3 (BMW M3).
Besides being a sports car, the idea that an
electric car could travel 245 miles on a
single charge is something that has baffled

The first Tesla prototype was named tzero, as a
reference to T0, beginning of time within a
system| http://www.businessinsider.com/teslathe-origin-story-2014-10

automotive engineers. To put that into

perspective, the second largest range of
any electric car on the market today is 107

miles, achieved by the 2016 Leaf (Cars). The technology that Tesla has is
uncompromised, but creating a sports car that was only available to a select few was
not the end of Teslas business plan. Their next innovation, the Model S, would set even
higher standards for electric car performance, as well as bring style into the market.
In 2012, the Model S rejuvenated the electric car industry, providing a vehicle
that not only included featured superior performance, but also re-invented the design of
electric vehicles. Built off of Teslas plan to create a high-performance electric vehicle,
the Model S would become the second best selling battery electric car on the market,
only falling behind the Nissan Leaf, which was nearly half the price (Nissan Leaf).
The distance Teslas newest sedan could travel on a single charge was much like the
original Tesla Roadster, this time surpassing 270 miles (Cars). This was not the only
advancement Tesla made with the Model S, as the design of the vehicle was far more
elegant than any competitor on the market. For example, take a look at the interior.

Tesla replaced the head unit with a 12-inch touch screen display
http://www.cbronline.com/news/internet-of-things/m2m/will-autonomous-vehicles-get-bestprice-car-insurance---premiums-predicted-to-crash-40-by-2030-4799512

The way most electric cars are designed today does not appeal ordinary consumer. Pam
Fletcher, the Chief Engineer of Electric Vehicles at GE claims that consumers enjoyed
their newest hybrid electric vehicle, the Chevy Volt, as it didnt look like a Science
Experiment in comparison to the electric vehicles currently on the market (Gitlin). As
Telsa aimed to compete with top of the line luxury brands such as the Mercedes Benz
and BMW, their newest design had to be exquisite. Tesla created a design that was out
of the ordinary for typical electrical vehicles and much similar to design of modern
gasoline cars. This idea was met with massive success and Teslas Model S burst into
the electric car industry. Tesla tackled two of the top issues with electric cars with the
Model S and the Roadster, but two more issues remained unsolved, the lack of
availability of charging and the high price.

To combat the lack of charging availability, Tesla unveiled a new project in 2014,
the Tesla Supercharger. The Supercharger is an electric car charging station that would
allow Tesla vehicles to be charged at a rate faster than any other electric car on the
market (Supercharger). On just a
40-minute charge, the car can be
charged to at least 80%, a value
more than double that of a
traditional electric car charging
station (Supercharger). Telsa
installed Superchargers all over the
country, particular along major

What Teslas Supercharger network will look like by the
end of 2016 | teslamotors.com/supercharger

highways, allowing for owners to travel across the country, something that was
previously unheard of for an electric car. However, the implementation of the
Superchargers has not come without controversy, as many consumers would still prefer
a five-minute fill-up at a gas station rather than a forty-minute charge at a
Supercharger. Pam Fletcher claims adapting to charging a car is part of the learning
curve and more people will understand it over time It's hard to explain to people the
benefits if they haven't had that experience (Gitlin). The point that she reveals here is
that electric cars and gasoline cars are two very different interfaces, and there are some
aspects between the two that cannot be compared. With this hassle, many people
believe that for the high price tag of $69,900, the car is not worth it. But, would it be
more worth it for a modest price of $25,000? Well, we are about to find out.

performance, stylish, electric car that comes at a much more affordable price.
Through previous models, Tesla has proven that given extensive resources, they
can build a luxury vehicle that performs just as well as other luxury vehicles. But
can it be done in an affordable car as well? The Tesla Model 3 was previously
unveiled on March 31st, and CEO Elon Musk has confirmed the vehicle will cost no
more than $35,000 (Moseman). That is before government incentives, where the
federal government allows for a $7,500 tax rebate on all battery electric vehicle
purchases (Federal Tax) and many states offer their own rebates up to $2,500.
Assuming Tesla is able to maintain a similar degree of excellence with this new
vehicle, they may be on the verge of defining the basis for the electric car on the
American auto market. The Tesla Model 3 overcomes all obstacles consumers
generally face when deciding whether or not to purchase an electric car. The car has
a superior range of 215 miles per charge (Model 3), a number that doubles the
range of the best selling Nissan Leaf. The car has access to Teslas extensive
network of superchargers (Model 3), which will only continue to grow with time.
The car is just as sleek as its predecessors, and lastly, the car is reasonably
affordable, as at price before incentives of $35,000, the car is a mere $5,000 more
than the Nissan Leaf. With these advancements, it is time that the American auto
market enters a transition phase, one that phases out traditional gasoline cars and
phases in more sustainable alternatives. The Tesla Model 3 can serve as the basis
for the transition, and many consumers are behind it with 253,000 deposits placed
in just three days (6 Reasons), more than double the projected amount.

215 Mile Range | 0-60 MPH in 6 Seconds | Seats 5 Adults | 5 Star Safety | Autopilot | Supercharging

The future of the electric car market lies within the Tesla Model 3: a high

In todays economy, consumers yearn for new technology. Flip phones have
evolved into iPhones, computers have evolved into notebooks, and tube-TVs have
evolved into flat screens. Nothing gets consumers more exited than new technology,
especially if that product comes from a company right here in the United States, such as
Apple. With Teslas production of the Model 3, incredible advancements in technology
will be made readily available to the American people. These advancements include
downloadable performance upgrades, the summoning process, which opens the garage
door and pulls the car out of the garage automatically, and highway autopilot, in which
the car can navigate highway traffic without the need of a driver. With these
innovations, the hard work Tesla has put in to improving the electric car market has
come at a perfect time, a time
when consumers would be most
welcoming to change; its a
perfect storm.

Top: Tesla Model 3 exterior at the

Model 3 release on March 31 , 2016.
http://www.motortrend.com/uploads
/sites/5/2016/03/Tesla-Model-3-onstage-in-red.jpg
st

Bottom: Tesla Model 3 interior at the

Model 3 release on March 31 , 2016.
teslamotors.com/model3
st

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