Ludicrous: The Unvarnished Story of Tesla Motors

Tesla Motors and CEO Elon Musk have become household names by creating innovative electric vehicles that have disrupted the auto industry. The company's market valuation now rivals established automakers, and many industry observers see Tesla as defining the industry's future. However, Edward Niedermeyer argues that behind the hype, Tesla faces serious deficiencies that raise questions about its valuation and survival. The company has rejected the careful, zero-defects approach of traditional manufacturers while struggling to mass-produce cars reliably and with minimal defects. Tesla's high-priced Roadster and Model S both lost money, and the company's profitability depends on the Model 3 succeeding in the mid-priced sedan market, where margins are razor-thin. Additionally, Tesla's focus on the future while repeatedly missing commitments and deadlines may test the patience of all but its most devoted supporters. In Ludicrous, Niedermeyer, a journalist and auto industry analyst, examines the gap between popular perception of Tesla and the day-to-day realities of the company and its vehicles. The book combines original reporting, never-before-published insider accounts, and industry analysis.