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Tesla Model S: The Real America Luxury Car

Deep within my subconscious, a shocking idea has been steadily growing, developing from a from a couple of bits of information to a terabyte of invasive ideas . You see, for a long time now I’ve been thinking that some carmakers are not connected with what people really want. It’s why the Chevy Impala isn’t selling in the millions any more, why 16YOs don’t like Mustangs, why Saab went under and why the Chinese like the American dream more than… Americans. And it’s a Silicon Valley-type company that showed us what people really want: iPhones on wheels.

During the first quarter of 2013, Tesla managed to do something I thought was going to take at least another decade. They delivered 4,750 Model S electric sedans, not only more than the much less expensive Chevy Volt and Nissan Leaf EVs, but also more than all the flagship models from from established luxury brands.

We’re talking about Mercedes, who sold 3,077 S-Class examples during Q1, Lexus who managed 2,860 LS sedans, followed by BMW with 2,338 7 Series and Audi 1,462 cars during the same three months in the US. Maybe the Model S is cheaper, and maybe tax rebates have something to do with it, but these cars are benchmarks, hugely expensive to develop and very well marketed, not to mention their names have been famous for decades.

When I found that out, I immediately went “Really? How is that possible?”. But then I learned the Nissan Leaf is being showcased in the SimCity video game. That’s it! People have accepted electric cars, and there’s no turning back now!

Consider this. The automobile has been around for over 100 years. Designers will try to make it look different, engineers will make it more efficient and marketing people will wrap it all up in video footage and clever words. But the fact of the mater is transportation isn’t that cool any more, not when you consider Google Eye, smartphones and the billions of apps to go with them.

Tesla should be a new brand fighting for survival and recognition, considering it targets two difficult segments – luxury and electric vehicles. They should be struggling, but instead they’re already playing in the big leagues and everybody knows their achievements


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