🍎 1 Apple trick to take Tesla mainstream

Live in California and plan to buy an EV? For you, Tesla is probably the “boring, obvious choice.”

Live in California and plan to buy an EV? For you, Tesla is probably the “boring, obvious choice.” It’s all in this subscriber-only edition of Musk Reads+ #101.

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Tesla is boring

At least it is according to Jordan Golson, a transportation reporter for Inverse who has covered the area for over a decade and driven hundreds of cars. His regular car reviews capture an industry in motion, racing toward the fuels of the future, where everything is up for grabs.

But is Tesla boring? As a trailblazer for the electric vehicle market, it may seem strange — but Golson also argues that “2021 is certainly the year of the EV.” In a more crowded market, he says, Tesla becomes less interesting.

“I live in California,” he says. “You drive down the highway and it's just Teslas everywhere … you're not different anymore if you drive a Tesla.”

Beyond this limited market, though, Golson argues that design-wise Tesla is still “weird … people either really like it, or really hate it.”

As electric vehicles become less of a choice for new car buyers and more of a no-brainer, Tesla is on the edge of breaking out into the mainstream — but can it do that with weird cars and visions of a greener future?

“It’s not clear whether Tesla can make that leap,” he says.