Some brands are still marketing their business as usual. Some brands are going beyond. They are transforming their missions into strategy. They are innovating not only business models but changing behavior in a large scale and creating a wide movement engaging stakeholders more than just clients or consumers.
Tesla is one of them. Because they believe that "more than 100 years after the invention of the combustion engine, responsible automobile manufacturers are at a crossroads and face significant industry-wide challenges" they are innovating and taking the risks. With cars like the Tesla Model S considered as an evolution in automobile engineering this brand is inviting people to desire electric cars not only because they will use an alternative fuel. This company is inviting others traditional automobile industries to let the fuel fossil turns into history. A polluted memory.
Tesla is releasing its patented technology in electric vehicles for anyone in an attempt to stimulate innovation. They seek to create a new generation of highway capable electric vehicles with world-class design and state-of-the-art manufacturing processes. Future will tell us if Tesla is doing right. I think so, although in Brasil we don't have this brand available.