Tesla Motors

Case Solution

Eric Van Den Steen
Harvard Business School ()

By mid-2013, Tesla Motors was riding a wave of success: it launched its first truly mass-produced car, the Sto rave; had recently raised first-year production targets; and had started taking orders for its next car, the Model X. Tesla seemed on its way to defying skeptics and becoming the first American company to enter the auto industry with a production car since World War II, and the first to successfully launch a complete electric car. Or was it not?

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