A good read: Elon Musk, Tesla & the bet of the century

Power Play: Elon Musk, Tesla and the Bet of the Century, by Tim Higgins

A fly-on-the-wall exploration of one of the most influential companies in the world

Author Tim Higgins is an automotive and technology reporter for the Wall Street Journal and has just published an intriguing investigation into how a team of eccentrics and innovators beat the odds and changed the future, having had a front row seat in the unfolding drama, meltdowns and eventual success of Tesla.

In the early 2000s, a small band of Silicon Valley entrepreneurs and engineers decided to pit themselves against some of the fiercest companies in the world. The book is an enjoyable and easy read, depicting the many characters who played a role in the biggest disruption to the car industry in living memory, with Elon Musk, the inspiration for Robert Downy Jr.’s portrayal of Tony Stark in the Iron Man movies, playing centre stage. This book should appeal to many – not only from a standpoint of its description of the evolution of the cars and technology involved, but it is also a thrilling business story. The main characters surrounding Musk were JB Straubel, a Stanford engineer who was the brains behind the battery technology, Sterling Anderson, responsible for the self-driving tech, and Chief Engineer Peter Rawlinson, who joined Tesla from Lotus.

Tim Higgins has interviewed Elon Musk multiple times and has spent years immersed in Silicon Valley and Motor City. His unparalleled access and first-hand understanding make

“Elon Musk is one of the most controversial titans of Silicon Valley. To some, he is a visionary genius. To others, he is an unpredictable maverick whose tweets move markets and whose personal life makes deadlines. For all his outrageous talk of mind-uploading and space travel, Musk’s most audacious vision is actually the one closest to the ground: the electric car.”

Author, Tim Higgins

him uniquely equipped to tell the insider story of Tesla – one of the world’s most influential companies. Although it is worth mentioning that Musk had no direct involvement in the creation of this book and in an author’s note at the end of the publication, Higgins states that Musk, ‘was given numerous opportunities to comment on the stories, facts, and characterisations presented in these pages. Without pointing to any specific inaccuracies, [Musk] offered simply this: ‘Most, but not all, of what you read in this book is nonsense,’” LA reporter, Russ Mitchell, who has also covered Tesla over the years, comes to his peers defence by saying, “When Higgins writes about facts and situations I’m familiar with, I can attest he’s right on the button, every time. If there’s any nonsense in ‘Power Play’, Higgins isn’t the source of it.”

The Secret Tesla Motors Master Plan

Step 1 Build an expensive sports car, starting at around $89,000, that could attract attention.

Step 2 Build a luxury sedan that could compete against the Germany luxury cars and sell for about half of the original sports car, at $45,000.

Step 3 Build a third-generation car that would be much more affordable and appeal to the masses.

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