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Tesla’s Master Plan turns 15 years old: What Elon Musk’s company has achieved so far

Musk debuted the production ready Model 3 on June 28 and handed over the first 30 vehicles.

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Fifteen years ago today, on August 2nd, 2006, Co-Founder and CEO of what was then called “Tesla Motors” Elon Musk put out his top-secret Master Plan. Essentially, the cleverly titled document outlined what Musk envisioned for Tesla a few years before it would ever pump an electric vehicle off its production lines. Musk, who has built Tesla from nothing to the world’s most valuable automaker, with the help of employees and other executives, of course, showed the plan that would take the company to the top. At the tail-end of the document, the general ideas of the “Master Plan” are explicitly listed, giving anyone with even a glimmer of skepticism a clear-cut plan of what was to come.

Musk’s four bullet points cleverly stated:

  1. Build sports car
  2. Use that money to build an affordable car
  3. Use that money to build an even more affordable car
  4. While doing above, also provide zero-emission electric power generation options.

1. Build a sports car

The Tesla Roadster was the automaker’s first car. Priced exclusively for those who were financially viable and well-known, the Roadster was essentially a fundraising device used by Tesla to get its name out there and generate capital for a second all-electric car. “Almost any new technology initially has high unit cost before it can be optimized, and this is no less true for electric cars,” Musk wrote in 2006. “The strategy of Tesla is to enter at the high end of the market, where customers are prepared to pay a premium, and then drive down market as fast as possible to higher unit volume and lower prices with each successive model.”

This is exactly what was accomplished. The Roadster was bought by celebrities and wealthy figures of the public who were driving an all-electric, sustainable vehicle that did not contribute to the global environmental crisis that was upon us. The Roadster was snagged up by stars like Olivia Newton-John, Leonardo DiCaprio, and others, all as a way to generate money so Tesla could dive into developing its next project: the Model S.

The Original Tesla Roadster (Credit: carforyou.ch)

2. Use that money to build an affordable car

“Without giving away too much, I can say that the second model will be a sporty four-door family car at roughly half the $89k price point of the Tesla Roadster,” Musk said when speaking of the Model S before any concrete details were known.

Since the Model S was first released in 2012, it has accumulated several significant awards, including Motortrend’s Car of the Year award on several occasions. The Model S has also held high standards for crash safety and ranks among the safest vehicles on the market. After being reimagined with the recent release of the Model S Plaid, the flagship sedan from Tesla is better than ever before and is recognized as the fastest production car on the planet.

The Tesla Model S Plaid (Credit: Tesla)

3. Use that money to build an even more affordable car

This is where Musk’s plan takes a slight detour. The Model X was actually produced before the Model 3, and it was not more affordable than the Model S. However, Musk’s recognition that Tesla customers needed a family vehicle ultimately put the Model X ahead of the Model 3. However, the plan was still going relatively well. The Roadster funneled money to the Model S program, which ultimately cultivated in the Model X. The Model 3 followed in 2017 and became Tesla’s first mass-market vehicle.

The Tesla Model X (Credit: Tesla)

It was not an easy road to this point, however. Musk commonly refers to the Model 3 ramp as “production hell,” which was likely one of the most challenging phases of his life, likely comparable to when Tesla and SpaceX were nearly bankrupt in late 2008. The Model 3 ramp was met with difficulty due to scalability, production quality, and other bottlenecks that ultimately made the process much tougher than ever imagined. Musk has said that Tesla was on the verge of bankruptcy during the early phases of Model 3 production, stating that doors were about a month away from closing. It was “extreme stress & pain for a long time.”

Much like anything difficult, the Model 3 ramp was undoubtedly worth it. The vehicle managed to make Tesla a money-maker, and directly contributed to the company’s ongoing streak of profitable quarters. The Model 3 is on par with its sibling Model Y, which has become Tesla’s most popular car. The Model 3 still contributes substantially to the automaker’s increasing delivery and production figures that rise on a quarter-over-quarter basis to this day.

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The Tesla Model 3 (Credit: Tesla)

4. While doing above, also provide zero-emission electric power generation options

While Tesla is most commonly noted for its vehicles, its energy division does not receive enough credit. Tesla Energy has continued to grow every quarter, and energy deployment and generation figures increase with every quarterly update the company provides. Most recently, Tesla stated that energy storage deployments more than tripled Year-over-Year in Q2, mainly driven by Megapack projects. Powerwall, Tesla’s residential energy storage option, continues to be in high demand and nearly doubled YoY in Q2. Additionally, Tesla’s solar deployments more than tripled YoY, reaching 85 MW in Q2.

Tesla’s energy program has helped residents worldwide avoid blackouts and power outages while also accumulating significant amounts of energy directly from the sun.

(Credit: Tesla)

It is pretty safe to say that Tesla has done an outstanding job keeping up with Elon Musk’s top-secret Master Plan. But one last thing:

Don’t tell anyone.

What do you think? Let us know in the comments below, or be sure to email me at joey@teslarati.com or on Twitter @KlenderJoey.

Joey has been a journalist covering electric mobility at TESLARATI since August 2019. In his spare time, Joey is playing golf, watching MMA, or cheering on any of his favorite sports teams, including the Baltimore Ravens and Orioles, Miami Heat, Washington Capitals, and Penn State Nittany Lions. You can get in touch with joey at joey@teslarati.com. He is also on X @KlenderJoey. If you're looking for great Tesla accessories, check out shop.teslarati.com

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Energy

Tesla recalls Powerwall 2 units in Australia

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(Credit: nathanwoodgc /Instagram)

Tesla will recall Powerwall 2 units in Australia after a handful of property owners reported fires that caused “minor property damage.” The fires were attributed to cells used by Tesla in the Powerwall 2.

Tesla Powerwall is a battery storage unit that retains energy from solar panels and is used by homeowners and businesses to maintain power in the event of an outage. It also helps alleviate the need to rely on the grid, which can help stabilize power locally.

Powerwall owners can also enroll in the Virtual Power Plant (VPP) program, which allows them to sell energy back to the grid, helping to reduce energy bills. Tesla revealed last year that over 100,000 Powerwalls were participating in the program.

Tesla announces 100k Powerwalls are participating in Virtual Power Plants

The Australia Competition and Consumer Commission said in a filing that it received several reports from owners of fires that led to minor damage. The Australian government agency did not disclose the number of units impacted by the recall.

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The issue is related to the cells, which Tesla sources from a third-party company.

Anyone whose Powerwall 2 unit is impacted by the recall will be notified through the Tesla app, the company said.

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Energy

Tesla’s new Megablock system can power 400,000 homes in under a month

Tesla also unveiled the Megapack 3, the latest iteration of its flagship utility scale battery.

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Credit: Tesla

Tesla has unveiled the Megablock and Megapack 3, the latest additions to its industrial-scale battery storage solution lineup. 

The products highlight Tesla Energy’s growing role in the company, as well as the division’s growing efforts to provide sustainable energy solutions for industrial-scale applications.

Megablock targets speed and scale

During the “Las Megas” event in Las Vegas, Tesla launched Megablock, a pre-engineered medium-voltage block designed to integrate Megapack 3 units in a plug-and-play system. Capable of 20 MWh AC with a 25-year life cycle and more than 10,000 cycles, the Megablock could achieve 91% round-trip efficiency at medium voltage, inclusive of auxiliary loads.

Tesla emphasized that Megablock can be installed 23% faster with up to 40% lower construction costs. The platform eliminates above-ground cabling through a new flexible busbar assembly and delivers site-level density of 248 MWh per acre. With Megablock, Tesla is also aiming to commission 1 GWh in just 20 business days, or enough to power 400,000 homes in less than a month. 

“With Megablock, we are targeting to commission 1 GWh in 20 business days, which is the equivalent of bringing power to 400,000 homes in less than a month. It’s crazy. How are we planning to do that? Like most things at Tesla, we are ruthlessly attacking every opportunity to save our customers time, simplify the process, remove steps, (and) automate as much as we can,” the company said. 

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Megapack 3 is all about simplicity

The Megapack 3 is Tesla’s next-generation utility battery, designed with a simplified architecture that cuts 78% of connections compared to the previous version. Its thermal bay is drastically simplified, and it uses a Model Y heat pump on steroids. The battery weighs about 86,000 pounds and holds 5 MWh of usable AC energy. Tesla engineers incorporated a larger battery module and a new 2.8-liter LFP cell co-developed with the company’s cell team.

The Megapack 3 is designed for serviceability, and it features easier front access and no roof penetrations. About 75% of Megapack 3’s total mass is battery cells, with individual modules weighing as much as a Cybertruck. It’s also tough, with an ambient operating temperature range from -40C to 60C. This should allow the Megapack 3 to operate optimally from the coldest to the hottest regions on the planet.

Production is set to begin at Tesla’s Houston Megafactory in late 2026, with planned capacity of 50 GWh per year. Additional supply will come from Tesla’s 7 GWh LFP facility in Nevada, which is expected to open in 2025, as well as with third-party partners.

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Energy

Tesla Energy is the world’s top global battery storage system provider again

Tesla Energy captured 15% of the battery storage segment’s global market share in 2024.

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Credit: Tesla

Tesla Energy held its top position in the global battery energy storage system (BESS) integrator market for the second consecutive year, capturing 15% of global market share in 2024, as per Wood Mackenzie’s latest rankings.

Tesla Energy’s lead, however, is shrinking, as Chinese competitors like Sungrow are steadily increasing their global footprint, particularly in European markets.

Tesla Energy dominates in North America, but its lead is narrowing globally

Tesla Energy retained its leadership in the North American market with a commanding 39% share in 2024. Sungrow, though still ranked second in the region, saw its share drop from 17% to 10%. Powin took third place, even if the company itself filed for bankruptcy earlier this year, as noted in a Solar Power World report. 

On the global stage, Tesla Energy’s lead over Sungrow shrank from four points in 2023 to just one in 2024, indicating intensifying competition. Chinese firm CRRC came in third worldwide with an 8% share.

Wood Mackenzie ranked vendors based on MWh shipments with recognized revenue in 2024. According to analyst Kevin Shang, “Competition among established BESS integrators remains incredibly intense. Seven of the top 10 vendors last year struggled to expand their market share, remaining either unchanged or declining.”

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Chinese integrators surge in Europe, falter in U.S.

China’s influence on the BESS market continues to grow, with seven of the global top 10 BESS integrators now headquartered in the country. Chinese companies saw a 67% year-over-year increase in European market share, and four of the top 10 BESS vendors in Europe are now based in China. In contrast, Chinese companies’ market share in North America dropped more than 30%, from 23% to 16% amid Tesla Energy’s momentum and the Trump administration’s policies.

Wood Mackenzie noted that success in the global BESS space will hinge on companies’ ability to adapt to divergent regulations and geopolitical headwinds. “The global BESS integrator landscape is becoming increasingly complex, with regional trade policies and geopolitical tensions reshaping competitive dynamics,” Shang noted, pointing to Tesla’s maintained lead and the rapid ascent of Chinese rivals as signs of a shifting industry balance.

“While Tesla maintains its global leadership, the rapid rise of Chinese integrators in Europe and their dominance in emerging markets like the Middle East signals a fundamental shift in the industry. Success will increasingly depend on companies’ ability to navigate diverse regulatory environments, adapt to local market requirements, and maintain competitive cost structures across multiple regions,” the analyst added.

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