“Tesla has proven that you can break in to build a car brand from scratch — no one has done that” in the modern era, Daniel Binns, a managing director of Interbrand and an automotive-sector expert, told me. “Only niche brands have been able to do that because it’s a hard industry to break into. No major outside force has been able to do it the way Tesla has. Some others are threatening, such as Google and Apple.”
I recently wrote some ‘unfavorable’ thoughts on Tesla. You can read it here.