Tesla: Taking It to the Streets

One of the challenges of any auto manufacturer is convincing people to buy its cars rather than those made by another company—another company that, by and large, produces what the first company produces.

One of the challenges of any auto manufacturer is convincing people to buy its cars rather than those made by another company—another company that, by and large, produces what the first company produces. Sure, it may have different features and options, but if you get right down to it, there are very few fundamental differences from one OEM to another.

Unless the auto manufacturer in question is Tesla. In its case, it must not only convince people that it provides stylish, reliable, functional, fully featured autos (well, at this point, there is simply the Roadster, so maybe that should be “auto”), but it must also convince the potential purchaser of the values (and virtues) of an electric vehicle.

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Think about that for a moment: Does any dealer have to do a long explanation to anyone about how gasoline is combusted inside cylinders, an explosion set off by a spark, and how that explosion starts a chain of events that eventually end up turning the wheels (after significant energy loss)?

Probably not.

So now Tesla is starting a roady with its vehicles (kicking off in Colorado Springs on May 14) to convince people of the viability of its car and its technology.

Yes, this is how technology changes: car by car.