The Importance of Desirability in Sustainable Consumption

Alexandra Prather
Apr 10, 2019 · 6 min read

As Tesla attempts to scale, it’s likely to discover that its internal impediments, combined with competitor responses, make it much harder than anticipated. The symptoms of these problems will manifest as product launch delays, cost overruns, and higher than expected prices. Better approaches would be either to focus exclusively on a high-end niche that is too small to entice incumbents or to enter the bottom of the market with a low-price product and disruptive business model.

Thomas Bartman, Why Tesla Won’t Be Able to Scale