The Real Brilliance of the Tesla Pitch

Tesla Motors this week said its $100,000 electric Roadster will start rolling out later this year. The Tesla is far more than an environmentally-responsible vehicle that can make rich people feel a little better about their massively consumptive habits. The Tesla Roadster, in fact, will be the baddest, most lusty car any company introduces this year.

And that is the beauty of what Tesla is doing. Every other message we get about global warming is a downer. We're told to cut back on our "carbon footprint" and live a little worse. No wonder the general public has been slow to do much about the problem. But here's Tesla, born of Silicon Valley geeks, showing that it's possible to ease global warming AND indulge yourself. We need more of that!

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