Tesla: The next great American car company?

"Martin Eberhard believes in the innate desire of that unique and peculiar animal - the American automobile driver - to do the right thing and own a vehicle that does not contribute to global warming and deplete natural resources."

"But Eberhard also knows that the history of the past 30 years has revealed another inherent truth about the U.S. species of car consumer: The "doing the right thing" instinct is almost always subordinated to an even stronger natural urge... to own a really cool ride."

"Enter Tesla Motors Inc. - Eberhard's luxury electric-car company that he co-founded to reconcile this "id vs. superego" war over hearts and minds of automobile consumers."

Interesting interview:

"It's because saving money at the gas pump is no longer the motivation behind people buying this kind of car. And that's the big change that's happened. People are buying these kinds of cars to do the right thing..."
http://www.mlive.com/mbusinessreview/oak/i...0315_tesla.html