Inside the outrageous, come-from-behind story of Elon Musk and Tesla’s bid to build the world’s greatest car and the race to drive the future.
Elon Musk is among the most controversial titans of Silicon Valley. To some he’s a genius and a visionary and to others he’s a mercurial huckster. Billions of dollars have been gained and lost on his tweets and his personal exploits are the stuff of tabloids. But for all his outrageous talk of mind-uploading and space travel, his most audacious vision is the one closest to the ground: the electric car.
When Tesla was founded in the 2000s, electric cars were novelties, trotted out and thrown on the scrap heap by carmakers for more than a century. But where most onlookers saw only failure, a small band of Silicon Valley engineers and entrepreneurs saw potential and they pitted themselves against the biggest, fiercest business rivals in the world, setting out to make a car that was quicker, sexier, smoother, cleaner than the competition.
Tesla would undergo a truly hellish fifteen years, beset by rivals, pressured by investors, hobbled by whistleblowers, buoyed by its loyal supporters. Musk himself would often prove Tesla’s worst enemy–his antics repeatedly taking the company he had funded himself to the brink of collapse. Was he an underdog, an antihero, a conman, or some combination of the three?
Wall Street Journal tech and auto reporter Tim Higgins had a front-row seat for the drama: the pileups, wrestling for control, meltdowns, and the unlikeliest outcome of all, success. A story of power, recklessness, struggle, and triumph, Power Play is an exhilarating look at how a team of eccentrics and innovators beat the odds… and changed the future.
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Join the race to drive the future. Can a startup conquer the biggest and most entrenched industry in the global economy? The petrol car transformed our lives, both as a lifestyle object and a means of transport. It created a new economy and changed the design of our cities, but also led to pollution, congestion and climate change. Electric cars are the next frontier that could save the industry – but will they ever be good enough? Tesla silenced their doubters early on by doing the impossible and creating a luxury electric sportscar, but now they face the biggest trial yet: delivering and manufacturing an affordable electric family car to the masses – the Tesla Model 3. Here is a fascinating, insider business story of one of the most talked-about companies in the world.
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