Tesla took the textbook 'disruptive innovation' strategy, of starting with a niche product with performance characteristics very different from the conventional

Tesla took the textbook 'disruptive innovation' strategy, of starting with a niche product with performance characteristics very different from the conventional options, and targeted towards a small section of the market, then working towards larger user groups. They started with electric sports cars, and have moved into electric luxury cars, but they're not done yet.