The lesson I draw from Tesla is that it's possible (even straightforward) to produce an amazing car if you're willing to lose a ton of money on each one and your competitors (mainstream auto makers) aren't. I say this because Tesla has, to date, been poor at controlling costs, enough so that the feds (Tesla's creditors) are concerned about their balance sheet, and Wall Street has hammered the stock.<p>For example, Tesla used to lose $30M a month. Last quarter it brought in hundreds of millions more in revenue, but still lost ~$30M a month. At some point, they hope to stop losing money, but then they're about to create two new products which will also incur large R&D costs. To date, Tesla has lost about a billion dollars, or $50K per car sold, assuming they sell 20K cars next year.<p>So to a consumer, Tesla's cars look amazing compared to what else is on the market (after all, they're losing money on each one, which their competitors are unwilling to do); to an accountant, the company looks worrysome, and to an investor, the company looks like either a tremendous deal or a fantastic lemon, depending on the investors views about the size of the market, competition, and ability to control costs. At current rates, they will have more liabilities than assets three months.<p>Once Tesla can reign in their costs they can rewrite this story, and there's a good chance they can. Whether they can make electric cars more cheaply than mainstream automakers in the long term is, in my mind, an open question.