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Tesla Model 3 has an important upper middle class audience to please

As Elon Musk continues to focus on his top 3 priorities for Tesla, emphasis on preparing for Model 3 production – arguably the most important vehicle in the company’s history – couldn’t be more pertinent.
The Model 3 will be emblematic of Tesla’s capacity to offer a highly safe and efficient means of transport for a middle to upper middle class segment that largely depends on vehicle reliability in order to commute. It looks like these upwardly mobile folks are buying into that Tesla promise (pun intended): by October 2016, nearly 400,000 reservations had already been placed on the Tesla Model 3.
Starting at $35,000 before incentives, the Model 3 will achieve a minimum of 215 miles of range per charge and has been designed to attain the highest safety ratings in every category. According to the Tesla website, “The Model 3 combines real world range, performance, safety, and spaciousness into a premium sedan that only Tesla can build.” Potential Model 3 buyers make a reservation through the company’s website by putting down a $1000 deposit. The Model 3 has a starting price of about half the base price of the flagship Tesla Model S and has the size and stance of the Mazda 3.
Jessica Caldwell, an Edmunds.com analyst, argues that, if Tesla Motors wants “to bring the EV to the mass market, they need the Model 3 to be successful.”
The Model 3 will be a sedan, although other versions may one day include a Model Y compact SUV. Base rear-wheel-drive Model 3 vehicles are expected to achieve at least 215-miles of range; all-wheel drive will be offered, and a larger battery capacity with longer range is expected. Tesla’s Full Self-Driving Capability is also expected to be a standard offering.
“This is their chance to prove that they are not just a specialized niche automaker, but actually a long-term volume automaker,” said Karl Brauer, an analyst at Kelley Blue Book. “They have to establish that they can build a high-quality volume vehicle.”
Being upper middle class is a swirling confluence of financial comfort, identity, dreams, and lifestyle options. The Tesla Model 3 may very well become one of the most significant markers of status stability, with its associated components of having a college education, white-collar work, economic security, and home ownership. Soon, many upwardly mobile consumers will be adding “owning a Tesla” to that definition. Indeed, fewer than 5% of reservation holders are likely to choose a minimalist entry level Model 3 car. By contrast, close to 7% say they intend to check every available check box in the Model 3 Design Configurator once it becomes available.
If there’s an option available, the future upscale Tesla Model 3 audience will get it, as the number of options will be new indicators of levels of wealth and class.
Of course, these soon-to-be Tesla owners will have high expectations for all aspects of the Tesla process. First production of Model 3 is still scheduled for mid 2017, while delivery estimates for new reservations are expected to take place mid 2018 or later. Musk admitted that Tesla had hubris in designing and engineering the complicated Model X. As a result, Tesla learned a lot about selling, building, and delivering, which it applied to the Model 3 with much greater production streamlining. “With any new technology, it takes multiple iterations and economies of scale before you can make it affordable,” Musk has said. A mass-market car “was only possible to do . . . after going through the prior steps.”
The Model 3 is the next step in the learning process, but Tesla has done the preparation.
The Model 3 was unveiled in March of 2016 with operational prototype cars. In anticipation of much higher delivery numbers associated with the Model 3, Tesla hired former Audi executive Peter Hochholdinger as its Vice President of Vehicle Production. Hochholdinger had been in charge of production for the A4, A5, and Q5 vehicles, with around 400,000 vehicles per year under his watch. He should be a key asset as Tesla looks to roll out Model 3s in quantities that far exceed the number of cars the company has made to date.
Tesla has dealt lately with some supplier issues and has brought production of some components in-house. Other components, however, continue to be manufactured by established companies. For example, reports indicate that the Model 3’s center touchscreen will be supplied by LG Display.
By spring 2017, Model 3 photos and videos — shot both by bystanders and insiders — should start to circulate. Eventually, too, the government will need to ascertain the safety of Model 3 via crash-testing, and resulting reports will have a big impact on eventual delivery dates.
The Model 3 sedan will use some of the same glass technology that the company is using for its solar roof tiles, which should introduce an upper middle class audience to new ways of thinking about residential energy systems. The Model 3 is said to accelerate with an alluring still rush. It is just that rush— as well as zero-emissions and self-driving capability— that the upper middle class market has been awaiting.
Elon Musk
Tesla still has two major milestones on track before end of Q2
Tesla still is on track to complete two monumental achievements as Q2 nears its end.

Tesla still has two major milestones it is on track to complete before the end of the second quarter, according to statements made by the automaker earlier this year.
With the launch of the Robotaxi platform in Austin on Sunday, Tesla has already completed perhaps its biggest milestone of 2025.
However, these are not the only things the company hopes to accomplish before we head into the latter half of the year, as there are two major things the company said it is aiming to complete before the third quarter starts next week.
Affordable Models
Tesla said earlier this year, on two separate occasions, that it is still on track to develop, build, and unveil the first affordable models that will be built on both the next-gen platform and also have aspects of the current vehicle platform.
Potential affordable Tesla “Model 2/Model Q” test car spotted anew in Giga Texas
In the Q4 2024 Earnings Call in January, the company said:
“Preparations are underway across our existing factories for the launch of new products in 2025, including more affordable models.”
The company continued:
“Plans for new vehicles, including more affordable models, remain on track for start of production in the first half of 2025. These vehicles will utilize aspects of the next generation platform as well as aspects of our current platforms and will be produced on the same manufacturing lines as our current vehicle line-up.”
Although there are only a few days left, Tesla has yet to confirm that these affordable models are delayed, so we can expect that they’ll be arriving before the quarter ends.
The company might have been hinting toward one recently at the Fremont Factory, but it is more likely that the vehicle seen was the new Model Y Performance trim:
Tesla’s apparent affordable model zips around Fremont test track
Tesla delivers itself to customers
Back in late May, CEO Elon Musk said that the first Tesla to self-deliver would happen in June:
For the past several days, Tesla has been testing self-driving Model Y cars (no one in driver’s seat) on Austin public streets with no incidents.
A month ahead of schedule.
Next month, first self-delivery from factory to customer.
— Elon Musk (@elonmusk) May 29, 2025
Tesla just launched its Robotaxi platform on Sunday, so this would be a tremendous step if it can, in fact, make this happen.
The customer would likely be extremely local to Gigafactory Texas. In the future, the company would load the vehicles onto haulers and then drive to customer homes from delivery centers, showrooms, and repair centers.
Teslas will self-deliver to customers, Elon Musk says: here’s when
Tesla has a few days left to complete both of these tasks, and then it will report delivery figures for the second quarter next week.
Elon Musk
Tesla’s Omead Afshar, known as Elon Musk’s right-hand man, leaves company: reports
Tesla’s Head of North American sales and European ops, Omead Afshar, has reportedly left the company. He was widely-known as Elon Musk’s right-hand man.

Tesla’s Omead Afshar, who is widely known as CEO Elon Musk’s right-hand man, has reportedly left the company.
Several outlets are reporting that Afshar either left voluntarily or was potentially terminated on Thursday. His LinkedIn profile has not been updated to reflect this, and still states he presently works at Tesla in the “Office of the CEO.”
Afshar was promoted to Head of North American sales and European operations late last year. We reported on his promotion in October, as he was previously a Project Manager in the Office of the CEO before Musk and co. stepped up his responsibilities.
According to the initial report on Afshar’s departure from Bloomberg, the news has been circulating throughout the company in recent days. His name no longer appears in the company’s internal directory.
It is interesting to think about what could have caused this. Tesla has felt some pressure in Europe with struggling sales figures in some markets. It is the second-best-selling EV maker in the region, with Volkswagen performing slightly better for the year, according to EU-EVs.
Tesla’s Model Y is the best-selling EV in the region.
While the company has not directly confirmed the news, it appears to be true based on the reports.
Tesla is usually relatively quick to dispel any headlines that go out from mainstream media that are not factual. This has yet to be responded to by any executive, including Musk.
Afshar has been with Tesla for seven years and ten months, first joining in September 2017 as a Project Manager in the Office of the CEO.
He then became a Project Director, before his job title was updated to a Cowboy hat emoji in July 2020, around the time Tesla started moving some things to Texas.
Forbes is reporting that Afshar was terminated and did not leave voluntarily. This has yet to be confirmed.
News
xAI Colossus pollution concerns in Memphis continue
NAACP & SELC push back against xAI Colossus supercomputer. City tests say air is safe — but activists aren’t convinced.

Politicians in Memphis continue to debate about the pollution concerns arising from the xAI Colossus supercomputer.
The NAACP and the Southern Environmental Law Center (SELC) have already expressed interest in filing a lawsuit against xAI over concerns related to air pollution stemming from its gas-powered turbines. Environmental groups have now raised concerns about water pollutants.
On Tuesday, Memphis released third-party air quality test results from June 13 and 16. The tests were conducted in downtown Memphis, Whitehaven, and Boxtown, two miles from xAI’s site. The city claimed levels of 10 pollutants tested were safe.
However, SELC–which is representing the NAACP in a potential lawsuit against xAI–criticized the omission of a key pollutant called ozone from the air quality tests. SELC also noted that monitors were placed against buildings, contrary to EPA guidance, stating air sensors should be “at least six feet above ground level, rooftop, or other objects and away from obstructions, vegetation, or emissions sources that would interfere with the measurement.”
Local opposition intensified, with State Representative Justin J. Pearson asserting: “I stand firm that nothing matters if you cannot breathe clean air, drink clean water, and plant in clean soil.”
On Wednesday, concerns shifted to the Memphis aquifer, as the Tennessee Department of Environment and Conservation held a virtual meeting on xAI’s wastewater facility.
Activist Pamela Moses criticized xAI. “They are not coming here to uplift or invest in our community. They are here to exploit it. This a distressed and a historically neglected area, and instead of bringing opportunity, Colossal is bringing pollution…secrecy and broken promises,” she said.
xAI’s $80 million Grey Water facility aims to mitigate water concerns. The Colossus Water Recycle Facility, a collaboration between the Tennessee Valley Authority and Nucor Steel, aims to alleviate the strain on the aquifer.
“This project is a game changer in terms of it saving about 4.7 billion gallons of water projected, and about 4.7 billion gallons will remain in the aquifer every year,” said Bobby White of the Greater Memphis Chamber.
As xAI’s Memphis supercomputer continues to be the center of debates, the tension between economic benefits and environmental justice remains unresolved. With ongoing scrutiny and potential legal action, xAI’s efforts to address pollution and water concerns will shape its role in Memphis’ future.
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