Roadshow's editors lay out the best things about the early leader in EV.
Brian CooleyEditor at Large
Brian Cooley is CNET's Editor at large and has been with the brand since 1995. He currently focuses on electrification of vehicles but also follows the big trends in smart home, digital healthcare, 5G, the future of food, and augmented & virtual realities. Cooley is a sought after presenter by brands and their agencies when they want to understand how consumers react to new technologies. He has been a regular featured speaker at CES, Cannes Lions, Advertising Week and the Publicis HealthFront. He was born and raised in Silicon Valley when Apple's campus was mostly apricots.
ExpertiseAutomotive technology, smart home, digital health.Credentials
"A lot of Tesla skeptics over the years have been saying just wait until company X releases car Y and that will be the end of Tesla," says Tim Stevens. "We heard that about the Jaguar I-Pace, the Porsche Taycan, and the Audi e-tron, but Tesla still continues to be successful."
Much has been made about Tesla's shortcomings as a mature maker of cars. "You can say what you will about their build quality, interior designs ... and their messaging on autonomous driving technology and how that lines up with reality," says Antuan Goodwin. "But Tesla's proven time and time again that, if nothing else, they do bulletproof electrification technology."
I've always been intrigued by the fact that, while most carmakers spend scads of money to restyle their cars every few years, Tesla has one basic look that it stretches across all its models and has never really changed it. That's a powerful lesson to the industry on how to make a car brand desirable without relying on the trivialities of fresh sheet metal.
Tesla is often compared to Apple, a comparison it likely welcomes, except in one respect: Apple was synonymous with personal computing in the late '70s, only to recede to small market share from which it never recovered. "Can Tesla continue to maintain the momentum is a question going forward," says Stevens. "If they can't get their cars down to the price of the average new car here in the US, then it's a big question on my mind. The competition coming up is unbelievable."
Tim and Antuan shared many more insights from their long experience with Tesla, which you can hear in the video above.