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Tesla has big plans for a factory in China a?? but its lofty ambitions could lead the company to make an old mistake (TSLA)

Tesla has big plans for a factory in China a?? but its lofty ambitions could lead the company to make an old mistake (TSLA)
Rebecca Cook / Reuters



Tesla is building a factory in China, but the company hasn't been clear on what the timeline for producing vehicles there will be.




This is nothing new for Tesla, but it's a recurrent problem that highlights a tension between two key audiences that Tesla speaks to.




At this juncture, Tesla is big enough that it should address the problem and look to solve it.




As a company, Tesla speaks to three distinct audiences.
The first are true believers who have always been fans of CEO Elon Musk and his daring enterprise. For them, an enthusiasm for Tesla in the early 21st century is like an enthusiasm for Thomas Edison in the late 19th. It's thrilling to be present when humanity presses forward into uncharted, innovative technological territory.
The second are people who know their way around the auto industry. This group can range from experienced executives to folks who are experts in everything from electric-vehicle technology to how automobiles are manufactured and sold. Members of this audience might be pro-Tesla, but they aren't likely to be as enthusiastic as the true believers. Members might also be ultra-skeptical of Tesla (but they'll rarely be rooting for Tesla's demise — that's reserved for an outlier audience that Tesla really speaks to, the prophets of doom.)
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