“If you’re driving through the mountains, we don’t want you to be crawling up grades, or to be limited on any terrain.”
According to Pam Fletcher, chief engineer for EVs at GM, this is one reason why the Chevrolet Volt comes with a four-cylinder range extender and not with a two-cylinder engine like the BMW i3 has.
“Tesla is selling cars to emotional buyers who are comparing the Tesla S to other emotional, irrational and expensive products – such as the Mercedes S class and Maserati. That’s the genius of the product – consumers are not doing any cost/benefit calculations – but rather just saying ‘I want one’.”
Max Warburton, analyst with Bernstein Research, sees the key to Tesla’s success in the positioning at the high end of the market rather than in technology or costs.