I haven't read the book but I'm not really sure I agree. Tesla were affordable in a car market where the avg new car was the cost of a Model Y/3. And they sold

I haven't read the book but I'm not really sure I agree. Tesla were affordable in a car market where the avg new car was the cost of a Model Y/3. And they sold really well. I don't think we can imply anything about what people would have assumed if they had released a cheaper car. That all depends on positioning and market. On the high end, they didn't provide enough differentiation with the X/S. Not upgrading them quickly enough and not pushing more into luxury to compete with more expensive German cars and Lexus. But that's not a huge part of the market. > because tesla is not cost efficient Tesla is plenty cost efficient, the reality is, nobody can make a huge profit on a cheap car. And most can't get even close. Tesla with their integrated strategy could have made a compelling 25k car, it would just need more options then the normal Tesla approach. But its worth doing just to get to scale and capture that large market. Because once you establish yourself their, its gone be harder for others to move in. And then bring cost down over-time. > Nissan took the affordable ev route long before tesla and wasn't very successful. I mean not really. They dipped their toe into it and never moved beyond the initial generation. So I don't think its a fair comparison. > And now other brands and the supply chains are catching up, making ev versions of their cars, with the desirable features and established manufacturing. The established manufacturing doesn't totally hold up. Because building EV is so different that upgrade cost are huge and some of the best competitors use new factories as well. I do agree that Tesla failed to provide some features that they really could and should have provided. Like a 360 view around the car for example.