There have only been about a half dozen genuinely important events in the four-billion-year saga of life on Earth: single-celled life, multicelled life, differentiation into plants and animals, movement of animals from water to land, and the advent of mammals and consciousness.
If you’re entering anything where there’s an existing marketplace, against large, entrenched competitors, then your product or service needs to be much better than theirs. It can’t be a little bit better, because then you put yourself in the shoes of the consumer… you’re always going to buy the trusted brand unless there’s a big difference.
The X is an amazing car, but we kind of got carried away with the art and technology. Obviously, you want great art. You want great technology. But we did get a little distracted from our mission, which was to advance the cause of electric vehicles. And it probably delayed us a little bit with the Model 3 as well.