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Tesla Motors was founded in 2003 by a group of engineers that wanted to prove to the world that electric cars are better than gasoline cars.Tesla’s mission is to accelerate the world’s transition to sustainable transport. Tesla's fist car was a sports car named Roadster, patented in 1888 by Nikola Tesla, who also inspired the name of the firm. The technology was so good that the car could go from 0 to 60 mph in 3.7 seconds and achieve a range of 245 miles per charge of its lithium ion battery. 
Instead of entering the market with an affordable mass produced electric car Tesla took the other direction and focused on designing a compelling car. To sell their product, Tesla avoided selling through franchised dealerships and decided to sell directly in company-owned showrooms or galleries around the world. By owning showrooms and galleries Unlike car dealerships, Tesla showrooms have no conflict of interest making them have the same service worldwide. Customers only deal with Tesla-employed sales regardless of their location, making the experience of buying a Tesla unique of the brand and standardized everywhere. Tesla also produces home batteries and energy saving systems in order to reach their mission of accelerating the advent of sustainable transport. 
Teslas main competitors are, Federal Signal, industrial conglomerate; Ford Motor Company, multinational automobile manufacturer founded in 1903; General Motors (GM), multinational automobile manufacturer founded in 1908; Honda Motor Company (HMC), multinational automobile manufacturer founded in 1948; Nasdaq-listed Kandi Technologies; Navistar (NAV), commercial vehicle holding company; Oshkosh (OSK), truck and military vehicle manufacturer, founded in 1917; PACCAR Inc., truck manufacturer; Spartan Motors, specialty chassis and vehicle manufacturer; Tata Motors, the largest automotive manufacturer in India; Toyota Motor Corp. (TM), multinational automotive manufacturer; and Wabco (WBC), manufacturer of systems for heavy duty commercial vehicles. 
Tesla redefined the electric car concept. It made it go from a concept car or an experiment to a real sports car with a distinguished and luxurious service. By offering the "Tesla experience" their products immediately differentiate from competition. In addition, Tesla is one of the leading companies in the market due to their extensive efforts to develop sustainable energy technologies. Tesla's strength is their ability to develop innovative technology, and their system of selling around the world. One of their biggest advantage is that they are solely focused on sustainable transportation, while the competition is focuses in gas cars and trucks as well. Now that current laws are shifting towards sustainable trends Tesla should be ready to take advantage of them and show their fullest potential. 
Due to the fact that Teslas are not mass produced, Tesla's biggest challenge is to be able to grow in numbers and at some point make their car affordable in the spirit of diversifying.In addition, in the case of an economic crisis Tesla would suffer a lot due to the fact that their cars are luxurious and not a necessity. On the bright side of this argument in the case of an economic crisis their could be the opportunity to explore sustainable energy more broadly and go in the direction of home batteries and energy saving systems.
“People don’t appreciate how hard it is to manufacture something,” Musk said. “It’s very hard. There are 70,000 unique parts in a car, and Model S is a complicated car.”