I have a ball cap with the Tesla logo on it. I wear it in nice weather when it’s OK to be informal. It’s amazing how many people stop me and comment.
The most typical question is, what kind of Tesla do you have, but I only have a cap, not a car. I haven’t owned an automobile of any kind for thirty years now. My interest in Tesla is thus oblique: we are modest shareholders in the company but don’t use its product.
People seem fascinated by Tesla and its founder, Elon Musk. If you became wealthy beyond imagining, what would you do with so much dough that you couldn’t possibly ever spend it all on yourself? Musk has decided to try and change the world with his particular fortune, and one of his earliest goals has already been accomplished: he has proven that many drivers would choose renewable energy if they only had the chance.
At this point, of course, Tesla ownership is restricted to those affluent enough to afford the beautiful, super-functional, digitally-decked-out vehicles. As the company ramps its production of the far less expensive Model 3, it faces a second test: can it scale up to serve a larger market? There have already been some, ah, speed bumps, and the company’s sustainability as a business rather than an idea is by no means assured. That share price is, frankly, aspirational, and we realize it.
Yet I say again, Tesla has already succeeded at Musk’s basic mission. The corporation itself may live or die — we just don’t know yet — but it has woken up the major automakers. Driving a car powered by electricity is no longer just for tree-huggers and NPR fans. Teslas are cool, and people are noticing. The wave of renewables about to hit the roads may or may not be Teslas, but if you aren’t making one on your own assembly line, you’re giving away a chunk of potential business.
It’s a virtuous circle. Before long every reasonable objection to renewable power will be addressed (what about long interstate highway trips? can’t you make it charge faster?), and eventually we’ll reach the point where sucking up oil from the ground and spitting out noxious fumes just to get to Grandma’s house will seem as anachronistic as smoking in the office does now. It doesn’t take long once the ball gets rolling.
I certainly remember the exhilarating feeling of hopping into my own brand new car back in the day. But some of the people who stop me to chat are Tesla owners, and you can see something more on their faces, something almost beatific — way beyond the thrill of a new toy. They feel like they’re actually doing some good when they drive their cars.
They say you should never invest anything in equities that you can’t afford to lose. Tesla could go under tomorrow. But it wouldn’t matter. Uniquely among our investments, making a profit here is not the point for us. We just want to help support a societal change that has to come. Has to. I think most people even welcome it, they’re eager for it — at least it seems that way whenever my gimme cap catches somebody’s eye.