Elon Musk wasn’t smiling, when he said, “Welcome to Model 3 handover.” Through a single silver door, a few moments before, he had entered the room, flanked by nearly two dozen employees including an engineer and designer who joined him on stage. Black floor, rich red curtains, and slate grey backdrop and a white Tesla logo. There were no introductions necessary.
At first, Musk’s voice had a breathy quality. He seemed nervous. Nerves were understandable on the precipice of what might be the most substantive moment in the brand’s history, the first stages of the rollout of its mass market car, the Model 3.
He faced a room of about a 50 journalists that Tesla invited to his Fremont factory for a briefing before the big evening celebration. It was a clear, bright blue afternoon in Tesla-la-land, nestled west of San Francisco adjacent to the mountains, where optimism is easy to muster. Here is where the spirit of the Tesla Model 3 was brought into gestation. He began to cycle through a presentation, speaking in low tones, but firmly about decade-old realization. In one slide, he showed an international map indicating supply chains and joked, “This an ICBM strike on Fremont.”Read More...
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