Energy
Tesla’s Master Plan turns 15 years old: What Elon Musk’s company has achieved so far
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:
- Build sports car
- Use that money to build an affordable car
- Use that money to build an even more affordable car
- 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.
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:
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.
Hard to believe it’s been 15 years already.
Those goals actually precede the creation of Tesla by many years. Goes back to probably ~1992 when I was in college. However, at the time, I thought the chance of achieving those goals was very low.
— Elon Musk (@elonmusk) August 2, 2021
Energy
Tesla Semi factory is getting a celebration nobody expected
Tesla will inaugurate its Nevada Semi factory September 24, five months after production quietly began ramping.
Tesla says it will officially inaugurate its new Semi factory in Nevada next month. The Tesla Semi account posted the announcement on X, sharing a graphic titled “Semi Rollout” with a date of September 24. No further details were given about the format of the event or who would attend.
While Tesla’s dedicated Semi plant in Sparks, adjacent to Gigafactory Nevada, opened back in April, with the first trucks rolling off the high volume line on April 29, the timing for the factory inauguration comes at a surprise. The ribbon cutting event five months into production is a break from how Tesla has usually handled its other factories, where the first truck or car off the line typically served as the milestone moment.
Inauguration of new Semi factory in Nevada next month pic.twitter.com/a8kAlxrOOn
— Tesla Semi (@tesla_semi) August 24, 2026
The 1.7 million square foot factory was built as part of a $3.6 billion expansion Tesla announced in early 2023, and it shares a site with the battery cell lines that feed the Semi’s structural pack, a decision meant to remove the supply bottleneck that delayed the truck for years. The plant is designed for 50,000 trucks a year at full ramp. Semi program director Dan Priestley has said production “is now ramping” rather than claiming it has reached scale.
Nine years passed between the Semi’s 2017 unveiling and this stage of production, with the truck slipping from an original 2019 target through hand built pilot units for PepsiCo and a slow build out of the Nevada plant. An inauguration event now gives Tesla a stage to talk up that ramp and reset expectations for how many trucks it can begin delivering at scale.
The September date also lines up with the Semi’s next milestone. Tesla confirmed the truck is heading to Europe with a full unveiling at the IAA Transportation trade show in Hannover, Germany, running September 15 through 20. Between the Nevada event and the Hannover reveal, Tesla has roughly a week and a half in September to make the case that the Semi is now a truck being built and sold on two continents rather than tested in a handful of fleets.
Tesla Energy has introduced the Powerwall Lease in conjunction with Tesla Electric, making the service available in Texas. This new option delivers whole-home backup power using two Powerwall units for a net monthly cost of $35 after credits, accompanied by a low fixed electricity rate.
Under the lease terms, customers pay a one-time order fee of $100. The base lease payment for the two Powerwalls is approximately $122 per month during the first year, subject to a 3 percent annual escalator thereafter. Enrollment in a qualifying Tesla Electric Backup plan or Virtual Power Plant plan provides an $87 monthly credit.
Powerwall Lease is now available with Tesla Electric in Texas
Whole-home backup for $35/month, with a low fixed electricity rate
– Two Powerwalls, $0 installation
– Storm Watch outage protection
– One app to manage it all pic.twitter.com/oTzqc6K3aF— Tesla Energy (@teslaenergy) August 13, 2026
This credit lowers the effective cost to roughly $35 per month plus applicable tax.
Installation of the standard system carries no additional charge. The package features Storm Watch for outage protection and allows complete management through a single Tesla application. The system supplies continuous whole-home backup capability.
The Powerwall system enables households to maintain electricity during severe storms that disrupt the utility grid. When outages occur, the batteries automatically provide seamless backup power to the home.
Tesla announces 100k Powerwalls are participating in Virtual Power Plants
Tesla Storm Watch monitors weather forecasts and ensures the units are fully charged ahead of anticipated severe weather events so that power remains available throughout the disruption, keeping lights, refrigeration, and other essential systems operating without interruption.
Availability is restricted to select Texas locations where retail electric choice exists. Participants must lease exactly two Powerwall units and maintain continuous enrollment with Tesla Electric. Solar panels cannot be included under this particular lease arrangement.
The monthly credit activates automatically once the system is installed, receives permission to operate, and enrollment is confirmed. To retain the credit, customers are required to stay enrolled in Tesla Electric and fulfill all program conditions.
Nonstandard installations that involve electrical upgrades or special permitting may lead to extra expenses and might impact eligibility for the credit, so be sure to check with either your installer or Tesla to ensure you will still qualify.
Elon Musk
Inside Tesla’s secretive $10 Billion “Project Crystal Sun” filing
Tesla filed for a $10.1 billion Fort Bend solar factory, but the site isn’t confirmed.
Tesla has filed paperwork in Texas for a second massive manufacturing project in the same week it locked down its chip fabrication site, this time for a $10.1 billion solar cell plant in Fort Bend County. The filing, submitted July 22 under the state’s Jobs, Energy, Technology and Innovation Act and first surfaced by Sawyer Merritt on X, lists an internal project name of “Project Crystal Sun” and targets a site off FM 762 and FM 1994 near Richmond, about 40 minutes outside Houston.
Tesla is planning to build a $10.1 billion vertically integrated solar cell manufacturing facility in Fort Bend County, Texas, about 40 minutes from Houston, according to a new public application filing.
Tesla is aiming to start construction this year and finish in 2028, with… pic.twitter.com/f3HIK5HGST
— Sawyer Merritt (@SawyerMerritt) August 7, 2026
The application, prepared by Kroll Tax Services on Tesla’s behalf, spans five parcels totaling roughly 3,000 acres within the Lamar Consolidated Independent School District. Tesla wants a 10 year property tax limitation in exchange for the investment, split as $1.5 billion in real property and $8.6 billion in equipment and personal property. The company projects 9,712 permanent jobs once the plant reaches full operation, with 1,147 peak construction jobs during a build window running from this year through 2028 and commercial operations targeted for the first quarter of 2029.
Tesla is not fully committed to Fort Bend County yet. The filing states the company is weighing the site against an unnamed out of state alternative, and frames the tax abatement as what would make Texas competitive against that option. If the district and county decline the incentive, Tesla says it may build elsewhere.
Tesla Megapack Megafactory in Texas advances with major property sale
The plant would handle the full solar cell production chain in one facility, according to the filing, covering wafer and ingot manufacturing, coating, metallization and printing lines, cell testing, automated material handling and cleanroom infrastructure. That scope points to Tesla vertically integrating a part of its supply chain it currently sources largely from overseas partners, mirroring the approach behind its expanding Megapack production in Brookshire, Texas, where Tesla has already built out two buildings for its grid battery business.
The timing lines up closely with Tesla and SpaceX’s other big Texas commitment this month. SpaceX confirmed its Terafab chip factory would land in Grimes County days before this filing surfaced, with construction on that $16.8 billion project starting almost immediately after local officials met with residents. Terafab is meant to produce the AI chips running Tesla’s Optimus robots and Full Self-Driving software, while a solar cell plant would feed a different part of the business, the panels and storage systems Tesla sells to homeowners, businesses and utilities, and increasingly needs to power its own data centers.
Musk has talked about building domestic solar manufacturing capacity before, tying it to the amount of power Tesla’s AI ambitions will require.
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