Elon Musk’s showy events gin up hype Tesla doesn’t always live up to

All eyes would be on Elon Musk as the Tesla CEO gears up for Battery Day. He has already promised a whole lot but the question once again is - can he
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Elon Musk's Tesla has retained its spot as the most valuable carmaker for the second day by increasing its lead over other manufacturers. (REUTERS)
Elon Musk's Tesla has retained its spot as the most valuable carmaker for the second day by increasing its lead over other manufacturers.

The last timeElon Musk held a Tesla Inc.briefing similar to the battery day event he’ll host this week, he boasted about his track record of following through on big promises.

“All these things, I said we would do them,we did it," Musk said during Tesla’s April 2019 autonomy day.“Only criticism—and it’s a fair one—is sometimes I’m not on time. ButI get it doneand the Tesla team gets it done."

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The chief executive officerwas right in somerespects and candid innodding to the times it took Tesla longer than he predictedto bring things to market. Whathe didn’t acknowledge wasthat several products he’s hyped at events that have burnished his Silicon Valley-visionary image were barely commercialized, still aren’t available or were abandoned entirely.

Musk, 49, won’t be selling investors a bill of goods on Tuesday—batteries arecore to the existing products and technology that have made Tesla one of the most valuable companies in the world. But thetendency tooverpromisehas contributed to the billionaire having becomesuch a divisive figure with many doubters still left to prove wrong.

Here’s a look back at what Musk has promoted at liveevents over the years:

Model X — February 2012

A Tesla Model X electric vehicle (REUTERS)
A Tesla Model X electric vehicle (REUTERS)

Tesla was less than 20 months removed from its initial public offering and hadn’t deliveredits first Model S sedans when Musk unveiled a prototype of the Model X, which he said would go into production in late 2013.

The crossover SUV arrived almost a full two years late, with the first customers getting them in September 2015. The first thing he called attention to at the Model X unveiling—its double-hinged“falcon wing" doors—laterslowed the SUV’s rollout, and Musk would later blame disappointing deliveries on the “hubris" of trying to do too much with the vehicle.

Musk claimed during the unveiling that the doors didn’t go any higher than a normal SUV’s rear hatchback, but some customersopenedthem into the ceilingof their garage. The Model X has consistently scored poorly in Consumer Reports rankings while Tesla’s other vehicles have scored well.

Battery Swap — June 2013

This was one of Musk’s more problematic presentations because the product offering never really came to pass.

Model S drivers would have the choiceof replenishing their batteries at Tesla superchargers that would always be free,Musk said,or driveto stations featuring the same sort of automated equipment used in the company’s factory that would swap out one pack for another. He demonstrated this could take placein less time than it takes to fill a gas tank.

Tesla later started charging for supercharger use, and Musk said there ended up being little customer interest in battery-pack swaps. California’s Air Resources Board for a time awarded Teslasextra zero-emission vehicle credits based on the company’s plan to offer battery swaps, buttweaked its rules less than a year after Musk’s demonstration.

Dual Motor, Autopilot —October 2014

Must sent out a cryptic tweetdays before his appearance: “About time to unveil the D and something else." The D stood for a dual motor version of the Model S, and the something else was Autopilot, which turned out tobeanything but an afterthought for Tesla.

The CEO announced that all cars produced in the two weeks leading up to the event had been built with radar, image-recognition cameras and ultrasonic sonar installed. “The car can do almost anything," Musk said, listing featuressuch as lane keeping, automatic cruise control and self-parking, and the ability for owners to summon their vehicle in a parking lot. Claims that Autopilot would one day render Teslas fully capable of driving themselves didn’t come until later.

Tesla ended up going through an ugly breakup with Mobileye, a key supplier of early Autopilot harware,in 2016. After debutingits Summon feature in 2019, some ownersposted footage showing their cars getting into scrapes with other vehicles or narrowly avoiding accidents. Consumer Reports called it “glitchy."

Tesla Energy —May 2015

Musk laid out a vision for harnessing the sun—or as he colorfullyput it, “this handy fusion reactor in the sky"—by not only collecting energy from solar panels but also storing it in batteries for the home.

“Now, the issue with existing batteries isthat they suck," he said, calling themexpensive, unreliable, stinky, ugly and “bad in every way." The missing piece, Tesla’s $3,500 Powerwall, “looks like a beautiful sculpture on the wall," he said. Customers wouldn’t have to worry about running out of power and could go off the grid. The product could scale globally and be of particular use in remote parts of the world where there’s intermittent or expensive electricity.

In the five years since this event, cars have remained the dominant aspect of Tesla’s business, with 86% of revenue coming from automotive last quarter. Musk has said the business is “cell-starved," meaning Tesla lacks the supply of battery cells it needs to support both its cars and Powerwall.

Model 3 —March 2016

FILE PHOTO: Tesla China-made Model 3 vehicles are seen during a delivery event at its factory in Shanghai, China January 7, 2020. REUTERS/Aly Song (REUTERS)
FILE PHOTO: Tesla China-made Model 3 vehicles are seen during a delivery event at its factory in Shanghai, China January 7, 2020. REUTERS/Aly Song (REUTERS)

Tesla managed to follow through on a lot of the specifications Musk promised for the Model 3, including at least 215 miles ofrange. He drew laughs from the crowd by alluding to his propensity for missing deadlines when announcing the timing of initialdeliveries:“I do feel fairly confident that it will be next year."

The event was a smash success, with Teslataking hundreds of thousands of deposits for its first affordable, high-volume car.

But one key promise the company failed to followthrough on was a $35,000 starting price. Three years later, Musk announced plans toclosemost of Tesla’s stores as a cost-saving measure that would allow him tooffer the car at that cost. He backtracked 10 days later. Today, the cheapest Model 3 is $37,990.

Solar Roof —October 2016

Months after proposing what he referred to as a “blindingly obvious" and “no-brainer" acquisition, this event helped get Tesla shareholders behind Musk’s plan to buySolarCity Corp., the debt-saddled solar sales-and-installation business he co-founded with his cousins.

On stage, Musk held updifferent styles of roof tiles with solar cells that weren’t actually functional. Shareholders approved the more than $2 billion acquisition a few weeks later.

“At the time I thought it made strategic sense for Tesla and SolarCity to combine. Hindsight is 20-20," Musk saidin a deposition 2 ½years later. “If I could wind back the clock, you know, I would say [I] probably would have let SolarCity execute by itself."

Semi, Roadster —December 2017

Time will tell if the Semi truck trulyoffers “quasi-infinite" brake life and “thermonuclear explosion-proof" glass, as Musk claimed. The CEO said at the time the company would start production in 2019. It’s now scheduled to begin next year.

Musk threw show-goers for a loop by unveiling surprise cargo in one of the trucks: a new Roadster prototype he said would be “thefastest production car ever made, period."

The CEO has walked back plans to make the car available this year. In May, he listed several other tasks Tesla will need to achieve first, suggesting it may not arrive until after next year.

Model Y —March 2019

Model Y from Tesla.
Model Y from Tesla.



With Model 3 production finally in full swing after a bruising year in which Musk said Tesla came within weeks of running out of money, he thanked the crowd for supporting the company through a difficult period.He imitated his critics—“You’re a fraud!"—and offered a retortreferring to the cars the company had delivered: “You can drive that fraud!"

To Tesla’s credit, the Model Y arrived much earlier than scheduled. Musk said at the time of thisevent that the crossover would start reaching customers in the fall of 2020. That timeline was acceleratedto March.

Autonomy Day —April 2019

The hours-long presentation began a highly technical walk-through of Tesla’s technology with senior engineers on the Autopilot team. Then, Musk started making his usual bold predictions.

“We expect to have the first operating robotaxis next year," he said.“With no one in them. Next year." Any customer would be able to add their car to Tesla Network, a service Musk described as a combination of Uber and Airbnb. Model 3 owners would be able to share their carwhenever they wanted andmake money on people taking it for a drive. Tesla would take a 25% to 30% cut of the revenue. Within roughly two years, Musk predicted,the company would stop building its cars with steering wheels or pedals.

None of this has come to pass yet. The CEO also said that by the middle of 2020, Tesla would have more than 1 million cars on the road with hardware capable of full self-driving and features completed to where vehicle occupants wouldn’t need to pay attention. Today, the company still warns Autopilot users they have to keep their hands on the wheel and eyes on the road.

Cybertruck —November 2019

FILE PHOTO: Tesla CEO Elon Musk unveils the Cybertruck at the TeslaDesign Studio in Hawthorne, California (Robert Hanashiro-USA TODAY via I)
FILE PHOTO: Tesla CEO Elon Musk unveils the Cybertruck at the TeslaDesign Studio in Hawthorne, California (Robert Hanashiro-USA TODAY via I)

It took a matter of minutes for the prototype of Tesla’s first pickup to fall short of expectations in an over-the-top event featuring a hologram “cybergirl," sledgehammersand balls of flame shotinto the air.

A demonstration of how tough the truck’s stainless steel “exoskeleton" went well, with the doors sustaining several blows without denting. But an attempt to show off the strength of itstransparent-metal “armor" glass went disastrously—a metal ball shattered boththe first- and second-row windows.

“Eh, not bad," Musk said after the stunt gone awry.“Room for improvement."

First Published Date: 20 Sep 2020, 19:26 PM IST
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