Even if the Tesla Model S is in the "luxury" price catagory, it's forcing competitors to ramp up their minds and strategies so they'll be able to compete. And...hopefully consumers will be the beneficiaries.
http://www.businessweek.com/bwdaily/dnflash/content/mar2009/db20090326_679423.htm?chan=top+news_top+news+index+-+temp_news+%2B+analysis
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