Why Tesla Motors Is Betting On The Model S | Fast Company: Back in 2006, for instance, two years before Tesla started deliveries of the sporty $109,000 Tesla Roadster, its first (and so far only) model, Musk happened to write on his blog that the master plan for his company was fairly simple:
1. Build sports car
2. Use that money to build an affordable car
3. Use that money to build an even more affordable car
4. While doing above, also provide zero-emission electric-power generation options