In Ludicrous, journalist and auto industry analyst Edward Niedermeyer lays bare the disconnect between the popular perception of Tesla and the day-to-day realities of the company-and the cars it produces. Blending original reporting and never-before-published insider accounts with savvy industry analysis, Niedermeyer tells the story of Tesla as it's never been told before-with clear eyes, objectivity and insight. And Tesla's approach of continually focusing on the future, even as commitments and deadlines are repeatedly missed, may ultimately test the patience of all but its most devoted fans. While most car manufacturers struggle with the razor-thin margins of mid-priced sedans, Tesla's strategy requires that the Model 3 finally bring it to profitability, even as the high-priced Roadster and Model S both lost money. Ludicrous: The Unvarnished Story of Tesla Motors 275 by Edward NiedermeyerEdward Niedermeyer Editorial Reviews eBook 9.99 View All Available Formats & Editions Hardcover 27.95 Paperback 16.95 eBook 9.99 Audiobook 19.990.00 eBook 9. Tesla's commitment to innovation has led it to reject the careful, zero-defects approach of other car manufacturers, even as it struggles to mass-produce cars reliably, and with minimal defects. The company's market valuation now rivals that of long-established automakers, and, to many industry observers, Tesla is defining the future of the industry.īut behind the hype, Tesla has some serious deficiencies that raise questions about its sky-high valuation, and even its ultimate survival. Tesla Motors and CEO Elon Musk have become household names, shaking up the staid auto industry by creating a set of innovative electric vehicles that have wowed the marketplace and defied conventional wisdom. This is a long discussion, at about 75 minutes, but I hope you enjoy it as much as we did.Tesla is the most exciting car company in a generation. Constructive criticism shouldn't be interpreted as wanting an organization to fail - and that sometimes happens to people inside of different organizations, as well. We also touch on the dynamics that lead to somebody who criticizes a company being labeled a 'hater.' It's interesting, perhaps, because Ed and I both want Tesla to succeed. While his book has a lot of interesting details and stories about Tesla and Elon Musk (for example, I learned that Elon was not a founder), we focus mainly on the failed relationship between Tesla and Toyota. In the episode, Ed and I talk about his thoughts on Toyota as somebody who has covered the automotive industry for over a decade.

He's also one of the hosts of the Autonocast podcast about autonomous vehicle technology.

He was previously the editor-in-chief for the site The Truth About Cars. It's available now for pre-order at Amazon (with an August 20 release date).Įd is currently the Senior Editor of Mobility Technology at The Drive. My guest for Episode #345 is Edward Niedermeyer, author of the book Ludicrous: The Unvarnished Story of Tesla Motors.

Ludicrous by Edward Niedermeyer