What makes a company important? Clothing companies are important because they help cover those of us not willing or able to sew up a storm. Housing companies shelter us. And who could live without whoever it is that makes pop rocks?*

But those are basic needs kinds of things. When we start to discuss things like excitement and innovation, "important" is a more subjective idea. Nonetheless, if you're going to claim that anyone other than Tesla is the most important automaker in the world, you're going to have to argue with Morgan Stanley Research analyst Adam Jonas.

Jonas called the California automaker the world's most important automaker in a new report to investors and he didn't mince words: "Not even two years after the delivery of the first Model S, Tesla Motors has transformed from fledgling start-up to arguably the most important car company in the world. We are not joking. ... Tesla is also emerging as an emblematic force in America's effort to foster high tech manufacturing job growth." His main reasons are as follows:
  • Parts suppliers now thing positively about Tesla and are thinking of building dedicated production lines just to supply Tesla with parts for its electric vehicles. Other automakers are also paying close attention to Tesla. This is a sign that the company has finally become a serious competitor.
  • Tesla could directly employ 20,000 people in seven years and create 100,000 related jobs at other companies. However many jobs are created, Tesla will have a positive effect on the US GDP.
  • The Tesla Model S is the "most American made car on the road, pushing 90 percent US content," which to us might make Tesla the most important car company in America, but Jonas sees a larger impact, apparently.
According to Market Watch, Jonas also sees a big potential in Tesla upcoming battery plant: "The success of the Gigafactory holds the key for the development of an entirely new industry. If Tesla can achieve battery cost per kWH below $150 and defend the IP, there is significant potential for revenue streams not captured in our $320 price target."

Jonas knows there are risks and downsides, which you can read more about at the Los Angeles Times.

*Just trying to think of the least essential product as a joke here.


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  • 104 Comments
      thecommentator2013
      • 6 Months Ago
      Audi e-tron. Made in Germany. Powered by Tesla. =D
      RGT881
      • 6 Months Ago
      I cannot say that I'm a huge fan of Mr. Musk or Tesla S, but I do think that John Legere, CEO of T-Mobile was correct in his tweet that Mr. Musk knows what he is doing and that Tesla will eventually become Android OS amongst automotive companies. This approach, I wholeheartedly agree with because it makes sense. BMW for instance knows how to do the driving dynamics right, but can't do the battery stuff as well as Tesla, concurrently Tesla is great at battery technology and other basics, but still lack in areas such as body control, steering wheel feel and accuracy. So it makes sense to combine the two and go from there. Tesla could still exist with their unique products and other manufacturers could participate and get the technology to the mass audience. Furthermore, this will obviously bring down the cost per unit for all parties involved. Also, I have to thank Mr. Musk for taking on the dealerships. No one else had the brass balls to do this.
        Dean Hammond
        • 6 Months Ago
        @RGT881
        Interesting you mention body control as I end up behind many a Tesla S in the HOV lane ( california ) One thing I have noticed is rear end "pogo-ing," its subtle but noticeable once you observe it...its almost as if the shocks are under-damped...any owners here that could share their input?...
          Dean Hammond
          • 6 Months Ago
          @Dean Hammond
          thankyou nick, it may jys be normal, but i dont notice it on any other vehicles yet...
        RyanC
        • 6 Months Ago
        @RGT881
        Have you ever driven a Model S?
        Moreno636
        • 6 Months Ago
        @RGT881
        Or Tesla has actual smart people who work for them and realize that 95% of the car buying public could give a rats toss about body control, steering wheel feel and accuracy. They could probably realize that they can continue to create vehicles and steal sales from BMW instead of propping up their 4324245 different models.
          Nick Kordich
          • 6 Months Ago
          @Moreno636
          @Dean Hammond - I haven't felt anything like that, though I wouldn't have the view you do. Perhaps you can find mention of it in the Tesla Motors Club forum, search for YouTube dashcam videos, or check out video reviews of the car to see if you can spot it there. @Moreno636 - The impression I've had from people who work at Tesla is that they do care about the quality of the car, including handling. Musk's expressed dissatisfaction with the comfort of the driver's seat, and that there would be improvements there. This is the first wholly original design from Tesla, and I expect there will be many areas where they'll not only improve, but develop their own style.
      Jarda
      • 6 Months Ago
      Who would he save from a bankruptcy? (If any at all; I wouldn't.) GM or Tesla?
      That Guy
      • 6 Months Ago
      I guess having a business model that is a complete house of cards and a vehicle that is less capable than a $12k subcompact makes you really important. Weird.
        Grendal
        • 6 Months Ago
        @That Guy
        How's the air under that bridge?
        mikoprivat
        • 6 Months Ago
        @That Guy
        you sure are stupid ...worth responding
        mawhalen53
        • 6 Months Ago
        @That Guy
        Not even worth responding
        JakeY
        • 6 Months Ago
        @That Guy
        Show me a $12k subcompact that has 300-400+hp while still getting 90MPGe, 30+ cubic feet of cargo space (expandable to 60+), 5 star crash rating across the board, and ability to fuel at home. I'm sure plenty of people would love to drive something like that.
        Weapon
        • 6 Months Ago
        @That Guy
        With the wide availability of 12k subcompacts. It makes you wonder why other cars are even sold. They should discontinue the F150 for the reason that 12k subcompacts are sold. The importance of Tesla lies in the Gen 3 car and the gigafactory. Once the Gen 3 is out, even with a 35k price tag it would be cheaper then a 12k subcompact for many people. While being much better.
        evan_kay
        • 6 Months Ago
        @That Guy
        And what subcompact would THAT be?
        Actionable Mango
        • 6 Months Ago
        @That Guy
        "a business model that is a complete house of cards" If you really believe that, then short the stock and become rich. "less capable than a $12k subcompact" A Model S is far more capable than a $12k subcompact in most ways that count, which you know of course, unless you are ignorant. Your statement is correct only if you very narrowly define the a specific capabilities in which the Model S might fall behind, such as using the gasoline network; capabilities which obviously aren't important to the buyers in the first place or there wouldn't be a waiting list.
      Richard
      • 6 Months Ago
      The only thing worse than a Tesla are the Tesla owners. I saw one in town a week or so ago with a license plate that said "NO OPEC". I wanted to hold up a sign that congratulated him on his coal-powered car.
        • 6 Months Ago
        @Richard
        Most of the electricity in CA comes from Nuclear and water power. It's only the morally and physically bankrupt NorthEast US that relies on "dirty coal" Cost too much to clean up. Oh Well!
        Grendal
        • 6 Months Ago
        @Richard
        The odds are that he fuels the car from solar panels. Which would mean that he isn't burning gas and oil and he isn't powering his car from coal. The other thing he is definitely doing is supporting American industry and not giving money to a foreign controlled oil company. Even with coal the car would be powered by energy created in the USA. So why do you hate that?
        Jesse Gurr
        • 6 Months Ago
        @Richard
        Even if his car is powered by coal, the plate is still accurate. OPEC didn't supply the coal for power generation. Coal is an American source of power. This is part of energy independence. Solar power is too as well as wind and nuclear, don't forget hydro power, and i'm not talking about H2.
        thecommentator2013
        • 6 Months Ago
        @Richard
        Good Lord, lucky you didn't!!
      mikemaj82
      • 6 Months Ago
      Just checked out their websites. Yep, MSRP starting at $69,900 and leases at $758/mo. Can't get more American than that I guess.
        Tesla Fan
        • 6 Months Ago
        @mikemaj82
        Not our fault you didnt want to work hard for a well paying job to be able to afford one. And there is no other car like it, it is worth every cent. I'll see you when i take my order at McDonald's.
          Richard
          • 6 Months Ago
          @Tesla Fan
          It has nothing to do with how much money one makes and more to do with opportunity cost of spending that money on a product that only loses value. I could spend $100k on a vehicle but won't - I'll spend $50k and keep the other $50k earning money in the bank. In 20 years I'll still drive nice vehicles, and I'll have even more money. People don't get rich by foolishly spending money.
          clquake
          • 6 Months Ago
          @Tesla Fan
          Don't get too cocky. One of my clients owns several McD's. He takes orders all the time. He also drives a Leaf and an Aston.
          bluepongo1
          • 6 Months Ago
          @Tesla Fan
          .... Says the one who settled for a Smart and doesn't own a Tesla Vehicle.
      mikoprivat
      • 6 Months Ago
      because he's an uninformed idiot. I have my tesla for a year now, and 70% of my electricity is came from my own solar panels. You simply can't argue with idiots. This car so far cost me almost nothing!!!, Rithard, did you hear me, almost nothing. Also those who don't want to have solar panels on their homes, can, are and will go to the supercharger stations and energize their cars from solar energy gratis. Rithard, did you hear me, GRATIS!! Where do you energize your car, at Shell, BP from Iraqui or Saudi gunk? I want to hold up a sign that congratulated you for your total ignorance and stupidity!
      edward.stallings
      • 6 Months Ago
      A 200 sq ft solar panel produces less than 2 kW for about 5 hours of the day. That is roughly $6000 worth of solar panels and no storage or integration. It takes nearly 14kW to fully charge the Tesla Model S. If you use your car and are gone for the day, solar is not going to cut it. I would say that the odds are that people that really use a lot of their range and/or use their cars during the day are not getting their power from solar. I also think mikoprivat is full of crap. Do you think someone with his level of literacy could afford one - "70% of my electricity is came..." ?
      Koenigsegg
      • 6 Months Ago
      BMW is definitely the most important car company in the world, along with Audi, Mercedes and cant forget Infiniti, all more important than Tesla and build way better cars that use gas and look so great..... LOL
      mary.keana
      • 5 Months Ago
      If Morgan Stanley was holding a bunch of Daihatsu, they would declare it the world's most important.
      Weapon
      • 6 Months Ago
      What similar capabilities? a 12k sub compact is not anywhere close to the capabilities of any Tesla.
      Joeviocoe
      • 6 Months Ago
      Autoblog Comments Enhancer (ACE) https://openuserjs.org/scripts/joeviocoe/Autoblog_Comments Version 0.8.0 is out now! (NEW Toolbar Interface) Features: -- Expand/collapse ALL comments and replies. -- Auto-Refresh when new comments detected, and scroll to latest comment. -- Hyperlinks -- Highlight and scroll directly through your own comments. -- Highlight the age of recent comments with increasing emphasis on newer posts. -- Scroll through the day's comments by age.
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