The 400-horsepower electric engine perched above the rear wheel makes it dangerously easy to accelerate in the Model S, although a software governor currently imposes a top speed limit of 130 miles per hour. "You can zip around, but it's almost better for just a comfortable drive at the speed limit," one satisfied Tesla owner tells me at a mall-charging station while chatting on what Tesla marketing manager Ted Merendino calls "Tesla time.” He adds, "Our customers are our best sales people."
The Model S is a giant, upgradeable computer on wheels, a pioneer charting out new terrain as cars become more and more computerized. One of the key transformations Tesla has introduced is the ability to upgrade the battery pack and the software of the car, essentially delivering a new car experience in an old car frame. In addition, a 17-inch touch screen in the center console points to a future of computer–human interaction, although one that may allow for too many driver distractions ranging from radio to GPS route-plotting. The occasional crackle of wireless interference sounds like a clock-radio alarm picking up the radio waves from a cell phone and leads one to wonder what it would take to crash the Tesla Model S computer—and then the car. It's also easy to see how a Tesla could be turned into a driverless affair, and Musk says his company is working on the technology for a computer autodriver much like Google’s.
Regardless, computers—and EVs—need power. Some 59 miles of driving on the highway and twisting mountain lanes uses up 22 kilowatt-hours with an average energy of 377 watt-hours per mile, during a recent test drive. Plugging into a conventional Tesla slow-charger only adds back 10 miles of range in 20 minutes or so. Parked at the fully packed charge spot at a local mall where five Teslas vie for two cords, the car attracts comments from passersby as well as cellphone pics.
That's because the car is perceived as cool and "green," no matter what color the paint job. But how green can an electric car be? In a place like Paris or the Pacific Northwest, where much of the region’s electricity comes from nuclear or hydropower, respectively, the Model S or Roadster can tout itself as a near–zero-emission vehicle. In large swathes of the U.S., where more electricity comes from coal and natural gas than nuclear or renewables, that is a harder claim. And in China—where Tesla will be sold as Tuosule, thanks to a previous trademark on the name—the luxury car will be more polluting than an efficient conventional gasoline or even diesel car because the bulk of China's electricity comes from burning coal. And then there's all the potential pollution associated with manufacturing the car's lithium ion batteries.
But for day-to-day expenses, the electricity to charge a Tesla is cheap compared with the roughly $2,000 a year the average U.S. family spends on gasoline—a mile driven on electricity costs roughly 3 cents compared with 12 cents for gasoline, according to Energy Information Administration data.
In order for Tesla Motors to survive and thrive it must make more cars, more profitably. "What continues to work for us in terms of exciting the public is getting butts in seats," says Tesla's Diarmuid O'Connell, vice president of business development, who notes that the company makes a 25 percent gross margin on each Roadster sold, excluding other revenue. "That has always been the goal with the Model S program, too."