Tesla unveils the Model 3, its mass-market electric car
HAWTHORNE, California -- The Tesla Model 3, the company's "affordable" mass-market electric vehicle, is finally here.
In keeping with virtually every Tesla unveiling to date, Elon Musk took to the stage a bit later than promised. Likely, his tardiness did not scare off any potential buyers; People have been in line to plunk down a deposit for the Model 3 for days. In fact, demand has been so high, Musk opened up online order forms early -- and to additional countries -- Thursday evening.
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Claiming the Model 3 will have a five star rating in all categories, Musk said the Model 3 will have a range of 215 miles -- 15 miles more than his original promise. He also said even the base model will be able to go from 0 to 60mph in less than 6 seconds.
"At Tesla, we don't build slow cars," he said.
Musk was quick to point out that both the acceleration and range figures were just the starting point for the Model 3. There will be faster versions, he said.
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As standard
The hardware for Tesla's Autopilot -- what the company calls its cars' semi-autonomous mode that can handle acceleration and lane changes in highway traffic -- will come standard. It'll have seating for five adults, and supercharging -- the ability to charge a battery in 30 minutes enough to travel 170 miles -- will be an option.
Inside, occupants will find a big 15-inch touchscreen that seems to float off the dash. Behind the small steering wheel, there's nothing but bare dash. That's because the 15-er does double duty as both infotainment and instrumentation.
Musk also confirmed the Model 3 would start at $35,000, a price point that had already been reported.
After unveiling the car, Musk said pre-orders had already passed 134,000 units in just 24 hours.
Not conservative but not flashy
As for looks, the Model 3 has the distinctive Tesla look while also moving the brand's body lines along -- all without scaring away a mass-market buyer. During the unveiling, Musk specifically pointed out the fact that the Model 3 can comfortably seat five adults.
Musk was quick to point out, the roof of the Model 3 is comprised of two big pieces of glass -- all the way back.
the roof of the Model 3 is glass -- all the way back.
Having studied the thing in person for a few minutes, I dare not call the car conservative. But it's not flashy either. That blunt front-end, while striking, will surely be polarizing. Even I don't know how to feel about it yet.
Chevy went with a crossover body with its Bolt EV. And its seems Tesla has gone a similar route with the Model 3. I wouldn't call it a crossover but more of a hatch.
While more usable, the body shape is a bit of a drain on the battery range. Tesla designers here at the Hawthorne design studio went a bit more wild with the Model 3. Certainly, the Model 3 looks a lot more premium than the Bolt.
Musk's Plan
Musk began his presentation with an environmental plea: That carbon emissions are out of control, and that the world needs to transition to "sustainable transport" -- namely, vehicles like Tesla's electric ones. He then revealed the Tesla "Master Plan" for his company to attack such a monumental problem: begin with a high price-low volume car like the company's original Roadster and progress to a "low" price-high volume car like the Model 3.
Tesla's other cars, specifically the Model S and Model X, were needed to pay for Model 3 development, Musk said: "For all those who have bought an S and an X, thank you for helping pay for the Model 3."
Musk has been talking about the Tesla Model 3 for years. It's meant to compete directly with other mass-market EVs like the upcoming Chevy Bolt. It's not expected to go into production until late 2017.
Transcendent
There's no denying it: the Model 3 is is an impressive showing. With sporty and premium lines, the thing should have more than Chevy quaking in its boots; Audi, BMW and Mercedes should, too.
The Model 3 is the first car to ever truly transcend the car world and reach tech stardom.
Admirable, too, is its long range, distinctive tech and safety features. The pricing (at least for the entry-level model) is hard to beat, too. Musk insists the option-less Model 3 will still be a great car.
What perhaps most surprised and delights me about the Model 3, though, isn't anything tangible Musk or his Tesla cohort have done tonight. Instead, it's the fervor and buzz they've created for an electric car.
I mean, people have been queueing for days and logging online around the world to be one of the first to own a Model 3. It's this sort of enthusiasm that astounds me. It surpasses a traditional car unveiling and moves into the realm of mega tech gadget -- the way people act for iPhones releases.
And that's the point. We're getting to a place in the mobility industry where cars -- specifically EVs are literally becoming big tech gadgets. Automakers have been talking about the tech shift inside their industry for a long time. The Model 3 is the first car, though, to ever truly transcend the car world and reach tech stardom.
Tesla released several photos of the Model 3 after the event.
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