The idea behind these A-to-Z case studies is to help you draw on relevant examples when under exam pressure. The choice of Tesla is an obvious one as, due to the famous and influential founder Elon Musk, it is never very far from media headlines. Musk, at the time of writing, is currently involved with an on/off takeover of Twitter and the inf luence of his musings can have significant impacts on the value of some cryptocurrencies and, most worrying for Tesla shareholders, on their own share price value.
Tesla is an incredible business case study, and this article provides a brief background to help you understand how you can use it to pick up application marks. The business is soon to be 20 years old and, while it was not actually founded by Musk, his initial source of finance of US$6.5 million in 2004 allowed the f ledgling company to start fully developing their prototype batteries. From the beginning, the company realised that the true value of the business was likely to come from the power supply aspect as much as it would from the cars themselves. Twenty years ago, electric vehicles were very much in their infancy and even though there were external pressures to switch away from fossil fuels, the dominance of the major global automakers and the profits that they were still earning, meant that they paid little attention to Tesla and what it was doing.
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