Chapter 20: Founders: Tesla, 2003–2004

This chapter introduces the founding of Tesla in 2003–2004, focusing on the three key founders: JB Straubel, Martin Eberhard, and Marc Tarpenning. It covers the origins of their vision for an electric vehicle company and their early motivations and technical direction.

The chapter traces Tesla's founding during 2003–2004 through the lives and contributions of its three founders. JB Straubel, an engineer with hands-on expertise in electric powertrains, brought technical depth to the nascent company. Martin Eberhard and Marc Tarpenning co-founded the company with a mission to accelerate the world's transition to sustainable energy through electric vehicles. The founders envisioned building high-performance electric cars that would prove EVs could be desirable and practical, rejecting the perception that electric vehicles were slow or limited. Their early strategy involved starting with a high-end vehicle to establish credibility and fund subsequent mass-market models. The chapter establishes the foundational vision and complementary skill sets that shaped Tesla's initial direction, though it does not detail the specific technical breakthroughs or business milestones that would follow.