On May 8, 2013, Tesla Motors shocked just about everyone by posting its first-ever quarterly profit, reporting higher-than-expected demand for its Model S electric sedan. That moment marked the beginning of a turnaround for Elon Musk’s tumultuous automaker. The next year would see the Model S win most of the automotive industry’s major awards and Tesla’s share price rise roughly fivefold, to more than $200. The 2013 profit announcement was fortuitous. Just weeks before, Tesla had been on the verge of bankruptcy.
Earlier in 2013 the company was struggling to turn preorders of its vehicles into actual sales. As Musk put his staff on crisis footing to save Tesla, he also began negotiating a deal to sell the company to Google through his friend Larry Page, the search giant’s co-founder and chief executive officer, according to two people with direct knowledge of the deal. Tesla spokesman Ricardo Reyes and Google spokeswoman Rachel Whetstone declined to comment. “I don’t want to speculate on rumors,” Page said when I asked him if Google had considered buying Tesla, adding that a “car company is pretty far from what Google knows.”
Tesla’s first customers were proto-typical early adopters who wanted a computer on wheels. By the end of 2012, many were grumbling about the bugs still to be worked out, and sales slowed to a trickle. “The word of mouth on the car sucked,” Musk says. By Valentine’s Day 2013, Tesla was heading toward a death spiral of missed sales targets and falling shares. The company’s executives had also hidden the severity of the problem from the intensely demanding Musk. When he found out, he pulled staff from every department — engineering, design, finance, HR — into a meeting and ordered them to call people who’d reserved Teslas and close those sales. “If we don’t deliver these cars, we are f—ed,” Musk told the employees, according to a person at the meeting. “So I don’t care what job you were doing. Your new job is delivering cars.”
