Tesla Roadster Zero Emission Vehicle: Interview with Company Spokesperson

The Tesla Roadster is one of the sexiest automobiles coming to market in recent memory. Remarkable not just for its looks, the Roadster is an all electric Zero Emission Vehicle (ZEV), that goes from 0 to 60 mph in under 4 seconds, with a top speed of 125 mph. All that plus an estimated 220 mile range on a single charge should tell you this isn't your ordinary electric vehicle.

High performance sports cars come at a premium price and the Roadster is no different. The base price of the 2008 model lists at $98,950. Decked out with satellite radio, portable charger, custom paint and all the options the price tops $108,275. While certainly outside my limited budget, I had to know more. I contacted Tesla Motors for a Q&A and was put in touch with Joe Powers who graciously agreed to the following interview.

I am interviewing EV manufacturers with production models shipping in 2008. I have a few questions common to all, and a few specific to Tesla. What is the estimated production run for 2008 model year?
We currently do not know when SOP will occur and how our production will ramp in 2008, so our estimated volume is unclear. We will likely deliver some 2008 reservation holders their cars in early 2009. The number will be less than 500.

Where you surprised at the amount of interest generated for a first time manufacturer?
We continue to be impressed with the attention that our company and car attracts. Part of the business model includes generating action from the industry and consumer segment around electric drive vehicle technology propagation, so in that regard we are achieving expected results.

How do California Laws, Emission Standards, Incentives help or hinder your business?
We aren't hindered or helped considerably either way by California law. Obviously, we'd like to see more incentives, but California offers more help than most states. At this point, most incentives are on the local district level; we'd very much like to see state and federal incentives further engage to balance the hidden costs in gasoline-drive vehicles.

Who does Tesla consider it's target demographic?
Motivation to purchase a Tesla seems to blend four main themes: Performance Car Enthusiasts, Environmentalists, Technology Enthusiasts and advocates for independence from foreign oil.

Although, not mentioned specifically on your website, there are rumors of Tesla having plans to produce an inexpensive family vehicle. Is there any truth to this? If so, what is the target MSRP? ( ahh, I see the White Star mentioned in the blog.)
The goals with our next model are increased volume and lower price point. At this point it is still too early to discuss numbers as we are in early stages of development.

Has Tesla faced any external pressure, political or otherwise from the major auto manufacturers?
Not that I am aware of. Rather, we expect to work with major OEMs to supply them with our drive train technology once we begin delivering Roadsters.

Who does Tesla see as it's competition, Other EV vendors or traditional automakers with high performance sports cars?
I would say the latter. No other production EVs are concentrating on our space.

Are there any plans for distribution through third party dealers or franchise opportunities?
Our goal is to provide a high level of service through a comprehensive network of Tesla facilities nationwide. This strategy will continue to develop based on our experiences with the initial Tesla Store openings in Menlo Park and Los Angeles, California this spring.

The environmental impact of the typical internal combustion engine is severe. Was this the major motivation of Tesla in creating the roadster or was the company more interested in proving a Performance EV sports car was not only possible but marketable as well?
Both.

As of this writing, How many Roadsters are on the road in the hands of consumers?
Zero - we have built 20 prototypes to date for testing and expect to deliver the first production cars to customers in the first half of 2008.

While certainly beautiful and unique, the Roadster bares more then a passing resemblance to the Ferrari. Are there significant changes on the drawing board for the 2009 model, in terms of body style?
No. Most changes will occur internally, whether drive train or interior changes.

Given recent reports in the media about Li-Ion batteries, are there concerns about the long term stability and impact dangers on the power supply?
No - our testing over the past four years has been largely focused around containing and controlling the high energy density of lithium ion cells, and we feel very confident that we have achieved an effective solution for the application.

What is the estimated lead time from order to delivery?
Currently, our process allows sign up for the 2009 wait list; all 2008 reservation slots have been reserved. 2009 pricing has not yet been determined, so interested buyers can join the 2009 wait list for $5,000 today to reserve their place in line. Once our pricing is determined next year wait list members will have the opportunity to reserve a specific 2009 vehicle for an additional fee.

Certainly there is room in the marketplace for a host of EVs of different styles and purposes. Have you seen the Aptera and what are your impressions?
Aptera is a great example of a start-up taking advantage of the pent-up demand for electric drive vehicles and attempting to cater to that market - we hope and expect to see more of these types of ventures joining the marketplace over the next several years.

Thank You again for the interview.
My pleasure.

Tesla's website and blog contain a wealth of information, including crash test data and full performance specs as well as some beautiful images and desktop wallpaper. You can find out more about the Tesla Roadster or join the waiting list to get your very own at http://www.teslamotors.com.

Stay tuned for upcoming interviews with other Electric Vehicle manufacturers.