Ludicrous: The Unvarnished Story of Tesla Motors
Edward Niedermeyer
Aug 2019 · BenBella Books
3.5star
2 reviewsreport
Ebook
275
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About this ebook
Tesla is the most exciting car company in a generation . . . but can it live up to the hype?
Tesla Motors and CEO Elon Musk have become household names, shaking up the staid auto industry by creating a set of innovative electric vehicles that have wowed the marketplace and defied conventional wisdom. The company's market valuation now rivals that of long-established automakers, and, to many industry observers, Tesla is defining the future of the industry.
But behind the hype, Tesla has some serious deficiencies that raise questions about its sky-high valuation, and even its ultimate survival.
Tesla's commitment to innovation has led it to reject the careful, zero-defects approach of other car manufacturers, even as it struggles to mass-produce cars reliably, and with minimal defects. While most car manufacturers struggle with the razor-thin margins of mid-priced sedans, Tesla's strategy requires that the Model 3 finally bring it to profitability, even as the high-priced Roadster and Model S both lost money. And Tesla's approach of continually focusing on the future, even as commitments and deadlines are repeatedly missed, may ultimately test the patience of all but its most devoted fans.
In Ludicrous, journalist and auto industry analyst Edward Niedermeyer lays bare the disconnect between the popular perception of Tesla and the day-to-day realities of the company—and the cars it produces. Blending original reporting and never-before-published insider accounts with savvy industry analysis, Niedermeyer tells the story of Tesla as it's never been told before—with clear eyes, objectivity and insight.
Tesla Motors and CEO Elon Musk have become household names, shaking up the staid auto industry by creating a set of innovative electric vehicles that have wowed the marketplace and defied conventional wisdom. The company's market valuation now rivals that of long-established automakers, and, to many industry observers, Tesla is defining the future of the industry.
But behind the hype, Tesla has some serious deficiencies that raise questions about its sky-high valuation, and even its ultimate survival.
Tesla's commitment to innovation has led it to reject the careful, zero-defects approach of other car manufacturers, even as it struggles to mass-produce cars reliably, and with minimal defects. While most car manufacturers struggle with the razor-thin margins of mid-priced sedans, Tesla's strategy requires that the Model 3 finally bring it to profitability, even as the high-priced Roadster and Model S both lost money. And Tesla's approach of continually focusing on the future, even as commitments and deadlines are repeatedly missed, may ultimately test the patience of all but its most devoted fans.
In Ludicrous, journalist and auto industry analyst Edward Niedermeyer lays bare the disconnect between the popular perception of Tesla and the day-to-day realities of the company—and the cars it produces. Blending original reporting and never-before-published insider accounts with savvy industry analysis, Niedermeyer tells the story of Tesla as it's never been told before—with clear eyes, objectivity and insight.
Ratings and reviews
3.5
2 reviews
Chris Douglas
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October 7, 2019
Ludicrous: The Unvarnished Story of Tesla Motors, isn't exactly a terrible book, but the pace is slow even though the author tries his best to drop "bombshells" about Tesla, which are mostly his opinion and supposition than facts. I likely would not read this again, but it isn't the worst book I've read in the past few years. This is on sale for a reason.
About the author
Edward Niedermeyer began covering the auto industry in 2008, quickly establishing himself as a leading chronicler and critic of the struggles and bailouts of GM and Chrysler. More recently he has focused on the collision between the auto industry and high tech sector, and the reinvention of the automobile. His work on automotive topics has been featured in the New York Times, Wall Street Journal, BloombergView, The Daily Beast, The Verge, and elsewhere. He is currently the cohost of The Autonocast, a podcast about the future of mobility, and is the Silicon Valley reporter for Automotive News. He lives in Portland, Oregon.
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