Fast Company

RUN THE ROAD

Tesla isn’t just making groundbreaking electric vehicles. It’s upending the way cars are sold across the country. And it’s making a few enemies along the way.

I am in a car that is driving itself on the Brooklyn–Queens Expressway—one of the busiest highways in the country—and I am freaking the hell out.

“Hold the steering wheel, but still let it do its own thing,” Michael, a product specialist for the electric-vehicle maker Tesla Motors, gently cautions me, trying to snap me out of the wide-eyed stupor brought on by watching the wheel of my Model S steer around a curve as if guided by invisible hands.

As we pass through Brooklyn’s Carroll Gardens neighborhood and the waterfront complex of Industry City, my anxiety eases enough to start asking Michael about how the autopilot feature works (the car’s sensors analyze traffic patterns and read lane markers), how frequently Tesla beams software upgrades to its vehicles (as often as once a month), and the car’s top speed (155 mph, 0 to 60 in 2.8 seconds). “Just by taking a good look at you, I feel like you’re

You’re reading a preview, subscribe to read more.

More from Fast Company

Fast Company1 min read
46 uncommon
WHEN ELECTRONIC ARTS NEEDED TO REBR AND ITS $2 BILLION soccer vedio game FIFA after a financial dispute with the global sport's governing body, it tapped the London-based agency Uncommon for the job—perhaps the most daunting marketing challenge of la
Fast Company12 min read
08 for Whom The Bell Tolls
FOR SHOWING THE WORLD THAT TACOS ARE A STATE OF MIND NO ONE REALLY KNOWS who first came up with the idea of Taco Tuesday. One of the earliest references can be found in a newspaper ad for El Paso, Texas's White Star Cafeteria from Monday, October 16,
Fast Company2 min readPopular Culture & Media Studies
Finding Your People
THE DESIRE TO FEEL SUPported, included, and in community with others, online or IRL, is universal. But many huge social media apps today seem more adept at making users feel on the outs—or worse. Algorithmic and content-moderation changes at X (forme

Related Books & Audiobooks