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32. The Model S
The development of The Model S was a defining moment for Tesla, marking its transition from a niche electric sports car company into a major automotive player. Elon Musk envisioned a premium electric sedan that would challenge the dominance of gasoline-powered luxury cars while demonstrating that electric vehicles (EVs) could be both stylish and high-performance. Unlike the Roadster, which was based on the chassis of a Lotus Elise, The Model S had to be designed from the ground up, requiring a completely…-
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74. Hot and Cold
Hot and Cold delves into the emotional and professional turbulence surrounding Elon Musk’s effort to acquire Twitter between April and June 2022, offering a complex look into the intricacies of high-profile business negotiations. At the outset, Musk was determined to push forward with the $44 billion deal, despite the challenges he faced in securing the necessary financing. His efforts led him to approach several potential investors, including his brother Kimbal Musk, who ultimately declined to…-
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36. Manufacturing
Manufacturing has long been a cornerstone of economic growth, but as globalization surged in the 1980s and 1990s, American corporations prioritized cost-cutting by moving production overseas. Between 2000 and 2010, this strategy led to a staggering decline in domestic manufacturing jobs, with nearly a third of the workforce displaced due to outsourcing and automation. While most companies accepted this as an inevitable consequence of free trade and technological progress, Elon Musk took a different…-
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76. Starbase Shake-up
Starbase Shake-up in early 2022 was a pivotal moment in the growth of SpaceX, with Elon Musk setting ambitious goals for the company’s next steps. At the heart of the initiative was the presentation of the Starship rocket, designed with two stages linked by Mechazilla’s arms, which Musk was determined to showcase despite concerns from team members like Bill Riley about the tight deadlines. Using Twitter as a direct communication tool, Musk announced his intention to publicly display the Starship,…-
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43. The Boring Company
The Boring Company was conceived in late 2016 when Elon Musk, during a trip to Hong Kong, found himself discussing urban congestion with Jon McNeill, Tesla’s then-president of sales and marketing. The conversation revolved around the limitations of traditional roads and the need to think beyond surface-level infrastructure. Musk envisioned a future where underground tunnels could alleviate traffic, creating a three-dimensional network of roadways beneath cities. Intrigued by the idea, he reached out to…-
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77. Optimus Prime
Optimus Prime, a groundbreaking humanoid robot conceived by Elon Musk, was first unveiled in August 2021, marking a significant leap in Tesla's venture into robotics. The vision behind Optimus was to create a robot that could seamlessly integrate into human-centric environments, functioning just like humans by mimicking our forms and movements. Musk’s ambitious plan set Tesla’s design team, led by Franz von Holzhausen, on a mission to build a robot that could operate in standard human workspaces,…-
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46. Fremont Factory Hell
Fremont Factory Hell encapsulates one of the most grueling yet transformative periods in Tesla’s history, when Elon Musk pushed his team to their limits to overcome a production crisis. In early 2018, Tesla struggled to scale the production of its Model 3 beyond 2,000 units per week, yet Musk set an audacious goal—ramping up to 5,000 by the end of June. Wall Street analysts and industry experts doubted Tesla’s ability to meet such an ambitious target, and short-sellers capitalized on the skepticism,…-
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78. Uncertainty
Uncertainty loomed large over Elon Musk's quest to acquire Twitter between July and September 2022, a time fraught with fluctuating intentions and legal battles that tested his resolve. Musk initially faced three potential paths: moving forward with the $44 billion acquisition, renegotiating the deal, or backing out altogether. To help navigate these options, Musk sought the advice of Bob Swan, a financial expert who initially leaned toward completing the acquisition. However, Swan’s eventual departure…-
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50. Shanghai
Shanghai became the focal point of Tesla’s most aggressive expansion strategy, fundamentally altering its global influence and reinforcing its dominance in the electric vehicle (EV) sector. Between 2015 and 2019, Tesla faced significant obstacles in China, grappling with slow sales, import tariffs, and stringent regulatory requirements that mandated foreign automakers to form joint ventures with domestic companies. While Tesla’s cutting-edge technology and premium brand recognition held promise, the…-
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82. The Takeover
The Takeover chronicles the unexpected and dramatic conclusion of Elon Musk's acquisition of Twitter on Thursday, October 27, 2022, which came a day earlier than anticipated by both the platform’s executives and financial markets. Musk, surrounded by key allies, including Antonio Gracias, Kyle Corcoran, Kate Claassen, and his trusted legal advisor Alex Spiro, orchestrated the final stages of the deal in a highly secretive manner. From a tension-filled war room, they managed the complexities of the…-
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