electric


V.22 No.16 | 4/18/2013
Andrew Stone

Feature

Tesla Model S vs. Status Quo

Luxury green machines and the trickle-down effect

In April of 2009, Stone received a Tweet from the Tesla company solicitng orders for its latest model, the Tesla Model S, a sleek, high-end luxury zero-emissions electric car that retails around $69,000 for a basic model, to over $105,000 for a totally tricked-out version. The deposit required for this high-end hot rod was no less than $5,000 but Stone immediately clicked in his order. By the time he logged into PayPal to plunk down five Gs for the deposit, the Tweet was less than an hour old—and Stone was buyer #217.