Tesla’s fifth major consumer-auto reveal in 15 years could prove to be its most important and profitable car. It's also 'the product they can’t screw up.'
Tesla chief Elon Musk at the company's headquarters in Palo Alto, Calif. By Drew Harwell Drew Harwell National technology reporter covering artificial intelligence Email Bio Follow March 14 at 4:32 PM Besieged on seemingly every front, Tesla is betting that the unveiling of a smaller battery-powered SUV, the Model Y, will reinvigorate the Silicon Valley upstart with the dazzle and fanfare that made it one of America’s most valuable automakers.
New Tesla unveilings have traditionally been some of the most energizing events in the company’s history. When Musk revealed the Model 3 sedan in 2016, he positioned the electric car as a revolutionary act toward saving the world. An uproarious crowd showered him with praise and a landslide of reservations. “You did it!” one onlooker screamed.
Tesla is hopeful Thursday’s unveiling will trigger a surge of deposits from would-be buyers, giving Tesla an instant bundle of interest-free money that will help it boost its cash supply. It will also signal to investors eyeing its stock price, which has slumped more than 10 percent this year, that the company can still gin up demand.
That price wall — coupled with America’s shrugging disinterest in electric cars — has served to cage Tesla behind a seemingly shrinking niche. Teslas also remain largely a West Coast fling: More than 40 percent of the company’s sales last year were in California.
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