Accelerating the world’s transition to sustainable energy.
Sustainability, innovation, performance, accessibility.
Pioneering, high-tech, innovative, daring, aspirational, caring.
1. Tesla Megapack (2022)
2. “Cybertruck” (2020)
3. “Tesla 2018”
4. “Revolutionize Your Commute” (2016)
5. “A Clean Future” (2016)
6. “Better Over Time” (2016)
“Tesla’s mission is to accelerate the world’s transition to sustainable energy.
Tesla was founded in 2003 by a group of engineers who wanted to prove that people didn’t need to compromise to drive electric – that electric vehicles can be better, quicker and more fun to drive than gasoline cars. Today, Tesla builds not only all-electric vehicles but also infinitely scalable clean energy generation and storage products. Tesla believes the faster the world stops relying on fossil fuels and moves towards a zero-emission future, the better.
Launched in 2008, the Roadster unveiled Tesla’s cutting-edge battery technology and electric powertrain. From there, Tesla designed the world’s first ever premium all-electric sedan from the ground up – Model S – which has become the best car in its class in every category. Combining safety, performance, and efficiency, Model S has reset the world’s expectations for the car of the 21st century with the longest range of any electric vehicle, over-the-air software updates that make it better over time, and a record 0-60 mph acceleration time of 2.28 seconds as measured by Motor Trend. In 2015, Tesla expanded its product line with Model X, the safest, quickest and most capable sport utility vehicle in history that holds 5-star safety ratings across every category from the National Highway Traffic Safety Administration. Completing CEO Elon Musk’s “Secret Master Plan,” in 2016, Tesla introduced Model 3, a low-priced, high-volume electric vehicle that began production in 2017. Soon after, Tesla unveiled the safest, most comfortable truck ever – Tesla Semi – which is designed to save owners at least $200,000 over a million miles based on fuel costs alone.“
In 2021, Tesla announced the change of the job titles of Elon Musk and Zach Kirkhorn (previously CFO) to Technoking of Tesla and Master of Coin, respectively.
1. The Drum on Tesla’s stance on advertising
D. Binns, “Time Is Up On Tesla’s Anti-Advertising Strategy”, The Drum, May 2022,
2. The New York Times on Tesla’s performance
N. Chokshi, “Tesla Reports Record Output As Elon Musk Achieves Goal”, The New York Times, Jan 2020,
3. Interview with Elon Musk
L. Stahl, “Tesla CEO Elon Musk: The 60 Minutes Interview”, CBS News, Dec 2018,
4. Elon Musk’s blog post about the long term plan for Tesla
E. Musk, “Master Plan, Part Deux”, Tesla, Jul 2016,
5. Wired on Tesla’s energy ambitions
J. Stewart, “Tesla’s Done Being An Automaker—It’s Now An Energy Company”, Wired, Jun 2016,