Musk’s Model 3 silences skeptics
Comparisons to Steve Jobs abound as Tesla CEO reveals affordable electric vehicle
As a branding exercise, this one was exemplary.
As an automobile branding exercise, at least in North American terms, this one was laudable.
When Elon Musk took the stage at the Tesla Design Centre on Thursday night, what was particularly noticeable was an absence. I refer here to tall, lithe, often blond models in hot pants and bustiers — the unofficial uniform in the hoary and outdated style of the Detroit Auto Show.
The Tesla Model 3 — the company’s bet on bringing an affordable yet distinctive electric vehicle to the masses — was successfully kept under wraps until Thursday night’s unveiling, recording more than 130,000 preorders, a number that bumped to about 200,000 by midday Friday. Buyers had lined up in advance, eager to put down a $1,000 refundable deposit on a car that won’t roll off the assembly line for more than a year and a half at best.
Comparisons were quickly made between Musk and Steve Jobs, the past master of anticipatory consumption. True, there was a commonality in style — darkly dressed CEO, a sleek simplicity in presenta- tion. But the be-cool-while-doing-good brand attributes that define Tesla already trump anything Apple has to offer. And when buyers queue for the latest iPhone, they have the expectation of actually walking away with one. I can’t think of another example like it. Sexy — just look at the Model 3’s sinuous and continuous glass roof, the elegance of the interior, the zero-to-60 in six seconds brand promise. Musk says some versions will be faster.
He also says you can fit a two-metre surfboard inside, when it isn’t occupied by five adults, seated comfortably, reviewers say.
The recessed door handles that pop out to greet you as you approach, as per the Model S, are precisely the sort of signature details that define an aspirational brand. You are James Bond. You are Idris Elba. You do not drive a Chevy Bolt. The trump card, of course, is sustainability. The Model 3 will travel at least 346 kilometres on a single charge, advancing one of Musk’s signature initiatives: to “accelerate the advent of sustainable transport.” Another is establishing a city on Mars — perhaps a topic for another day.
As with Jobs, it is Musk himself who personifies the brand. But here, too, there are important differences to note.
Yes, there’s the pushed-to-the-financial-brink arc that the two entrepreneurs share: Musk blew through the $180 million he pocketed from the sale of PayPal and, after the financial collapse of 2008, found himself borrowing rent money from friends. He invested every single penny in his dream.
But distinctively, Musk has been quite forthcoming about the emotional toll. An interview with the Danish television network DR was striking in this regard. The interviewer made the point that Musk could have taken that PayPal dough and disappeared to a sunny island stocked with umbrellaed cocktails.
“It has been a difficult journey, I have to say,” Musk responded. “But I think there are certain important things that we must do in order for the future to be good.”
Not “good” in the sense of the latest smart phone iteration. But “good” for the planet. When asked how he managed to survive the dire days of 2008/2009, his eyes welled with tears. He re- quested a break in the interview. Later, rubbing his eyes, he made the stark comment: “Man, I sure hope it was worth it.” He also said that he initially thought he had about a 10per-cent chance of success. So he’s relatable. Enviable. The startup company, predictably, loses buckets and buckets of money. Musk’s plan has been to make a high-end entry — the Model S and later the Model X SUV — and use that as a launch pad to a broad consumer base. At Thursday night’s unveiling he thanked past purchasers for making the Model 3 possible.
The great and obvious challenge ahead lies in conquering mass production. And maintaining a distinctive marque along the way. That point is key. Tesla will need to hold on to its singular brand attributes that differentiate the car company from its old-school competitors.
It needs to be consistent in its message. And it needs to hold true to its help-the-planet thesis. Thursday night’s unveiling proved, to the surprise of many skeptics, Elon Musk has cleared another hurdle on the road to accomplishing exactly that. jenwells@thestar.ca