CHAPTER ONE
WHY INNOVATION PROGRAMS TAKE TOO LONG
On September 2, 2015, Elon Musk announced on Twitter that Tesla was moving out of the margins and into the mainstream of the car industry. The Tesla 3 would be the company's first car for the masses, with a price comparable to a low-end luxury car. It would incorporate all the innovation that Tesla was known for and it was expected to revolutionize the car industry.
When the first one rolled off the line in July of 2017, Tesla had a backlog of 455,000 orders to fulfill. However, the company missed its first production target. And then missed the second. As months passed, one problem after another plagued production.
Savvy consumers know that production problems at launch often mean quality problems ...
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