Creating a Religion. How Elon Musk Turned Tesla from a Startup into the Most Expensive Car Manufacturer in the World

“Excellent.” — The Times “An outstanding example of real business journalism.” — Washington Post “A study of the fine line between madness and genius.” — John Heliar, bestselling author of “The Real Business Thriller.” — Associated Press Elon Musk is one of the most controversial titans of Silicon Valley. Some consider him a genius and a visionary, while others see him as a mercenary fraudster. Musk is responsible for some of the boldest ideas, from colonizing Mars to implantable microcomputers in the brain. But the most discussed topic remains the electric car. In the 2000s, they were a curiosity that no one took seriously. But a small group of engineers and entrepreneurs saw potential in them and dared to go all-in against the biggest and fiercest business competitors in the world — Ford, Toyota, Volkswagen, Mercedes-Benz, BMW, and of course, General Motors. Tesla went through truly hellish times: it was pursued by competitors, pressured by investors, hindered by whistleblowers. Musk himself repeatedly put the company on the brink of collapse. However, over 20 years of its existence, Tesla has turned from a “upstart” into the most expensive car manufacturer in the world. This book is the story of how a team of eccentrics and innovators, with minimal chances of success, changed the future. How did they do it? How is Tesla organized internally? What did Elon Musk sacrifice to realize his dream? You will find answers to these and other questions in the book “All-In Game.”