A Beautiful Machine to Change the World — Model 3 to Transform Global Automobile Markets, Open Pathway For Rapid Energy Transition

“The Tesla Model 3 is here, and it is the most important vehicle of the century. Yes, the hyperbole is necessary.” — Motor Trend

“The arrival of Tesla’s Model 3 signals a new chapter in automotive history, one that erases 100-plus years of the gas engine and replaces it with technology, design, and performance hot enough to make electric vehicles more than aspirational – to make [electric vehicles (EVs)] inspirational.” — Wired.

“[T]here isn’t anybody who’s going to sit in the driver’s seat of this car and not want it. The Model 3 stokes immediate desire, and the lust lingers. That truly changes everything.” — Business Insider.

(The Tesla Model 3 entered low rate initial production in July of 2017. There has likely never been a more anticipated, desired, or better reviewed automobile. Image source: Tesla. )

*****

More than half a million. 

That’s the number of pre-orders Tesla’s Model 3 has racked up since its 2016 product announcement and through its July 2017 launch. And it’s possible that there’s never been a car that’s so anticipated, so desired by the public. People are literally clamoring for this best-in-class, long-range, all-electric vehicle. Elon Musk is getting harassed on twitter by followers anxious to know when their Model 3 will be ready for purchase. And it’s questionable if Elon’s plan to go through ‘mass production hell’ to reach 500K per year annual production rates by end 2018 will ever come close to satiating demand for what is far more than just an amazing automobile (Tesla reports it is still accumulating reservations at a rate of 1,800 per day net, or more than 12,000 per week).

If we were to tap into what drives Model 3 customers, what fuels this particularly virulent brand of Tesla-mania, we’d probably find a dynamic combination of desire, aspiration, and fear. Desire for what is hands-down an absolutely awesome vehicle. Aspiration to contribute to a public good through a meaningful purchase. And a growing fear that we need to move very swiftly away from fossil fuels to confront the rising crisis that is human-caused climate change.

Beautiful Machines

The vehicle itself is just simply extraordinary. For 35,000 dollars you can get a car with a 220 mile all-electric range. For 44,000, the car’s renewable legs lengthen still further to 310 miles. This graceful beast can rocket from 0-60 in less than six seconds. And her interior is wrapped in the kind of bubble cockpit, due to glass roofing, that most fighter pilots would envy. She’s a vehicle that gives a nod to the simplicity of earlier times with her gadget-less dash board. Her liquid exterior a reflection-in-form of the plasma-producing energy of a futuristic, but quietly purring, all-electric drive train.

(Tesla’s beautiful machine launches. Top down view shows iconic glass roof. Image source: Tesla.)

Elon Musk has delivered to us the exact opposite of a clunky automobile made up of all the worst excesses of a stinking smokestack civilization. The Model 3 comes across as a bold and proud creature of air and light. A hopeful machine designed in the pursuit of a better future day, a better way forward.

Changing the World for the Better

And this is what brings us to the heart of the matter. The crux of the reason why hunger for the Model 3 is quite possibly without cure, without limit. People in advanced civilizations these days are tired of being the butt of blame. And they are more than a little worried about what may be coming down the Keystone XL pipeline of climate change. They don’t want to contribute to the great death and harm that is worsening climate disruption with their purchases. They no longer want to be consumers captive to the unforgiving, smog-belching yoke of fossil fuels. They want the vehicular equivalent of the paladin’s white horse. They want to buy into a liberation from an age of pain and heartbreak and endless bad choices with no visible way out. And with each Model 3 purchase — that’s exactly what they are doing.

(Tesla aims for 5,000 vehicle per week Model 3 production ramp by late fall. Image source: Tesla.)

For if Tesla is able to meet this visceral demand for a truly renewable vehicle, if the company is able to ramp up to 20,000 + vehicle per month production rates, it will, by itself, more than double the size of the U.S. Electrical vehicle market in just 1-2 years. The batteries the elegant Model 3 relies on will form a basis for extending the reach of already affordable wind and solar energy (as we are seeing this week in a new wind + battery deal off Massachusetts). And the seismic ground wave produced by the Model 3 will drive a major spike in demand for other, similar electrical vehicles from an expanding array of automakers.

The Model 3 is thus the tip of the spear for speeding an energy transition in the U.S. and in many other countries. And she couldn’t have come at a better time.

Advertisements
%d bloggers like this: