Chapter 32: The Model S: Tesla, 2009

In 2009, Tesla shifts focus to developing the Model S, a luxury sedan designed to prove that electric vehicles can be both practical and desirable. Musk leads the company through a critical period of engineering and design challenges with key team members like Drew Baglino and Franz von Holzhausen.

During 2009, Tesla pivots from the Roadster to the Model S project, aiming to create an electric sedan that will appeal to mainstream luxury buyers rather than just enthusiasts. The team, including chief engineer Drew Baglino and lead designer Franz von Holzhausen, grapples with fundamental engineering questions about battery placement, vehicle architecture, and performance targets. Musk sets ambitious goals for range, acceleration, and manufacturing efficiency that push the team to innovate. The chapter documents the iterative design and engineering process, showing how early decisions about the Model S's architecture—particularly the low-mounted battery pack that would become a signature Tesla feature—shape the vehicle's development. The company faces pressure to deliver a vehicle that justifies investor confidence and proves Tesla's viability beyond a niche sports car.