Musk Pivots Tesla to Be Less Automated and to Do More In-House

(p. B2) Mr. Musk became deeply interested in improving and automating the car-building process after painful struggles to increase production of the company’s first SUV, the Model X, in 2016.

In a rare public acknowledgment of error, Mr. Musk conceded in 2018 that he went overboard with his automation attempts for the Model 3. That mistake snarled the company’s efforts to ramp up production in 2017 and 2018—a dark period that shook investor confidence in his ability to execute on his vision for Tesla to evolve from a niche luxury brand into a mainstream electric-car company.

. . .

The factory expansion is a further acknowledgment by Tesla that some of its founding assumptions were off. The original business plan for the company, founded in 2003, was to create a car company resembling more of a personal technology company, rather than a traditional auto maker, by outsourcing vehicle assembly much like how gadgets were made.

But that effort was eventually abandoned as Mr. Musk began to realize the importance of controlling more of a company filled with complex logistics and manufacturing nuances.

He has since brought in-house more of his supply chain than is normal for a car maker, including seat manufacturing, and developed greater expertise in battery cell manufacturing.

For the full story, see:

Tim Higgins. “Tesla Races To Boost Vehicle Production.” The Wall Street Journal (Friday, July 24, 2020): B1-B2.

(Note: ellipsis added.)

(Note: the online version of the story has the date July 23, 2020, and has the title “Tesla Prepares for Hiring Boom as Elon Musk Targets Manufacturing Expansion.”)

California Places the Regulatory “Final Straw” on Elon Musk’s Tesla

(p. A15) Informed by Democratic Gov. Gavin Newsom’s authorities that his factory in Fremont had to remain in lockdown, Mr. Musk tweeted: “Frankly, this is the final straw. Tesla will now move its HQ and future programs to Texas/Nevada immediately.”

The keyword here is “final straw,” suggesting that Mr. Musk’s cost-of-doing-business problems with California predate this virus. Hundreds of businesses already have relocated out of California, fleeing the uncountable regulatory straws the state has laid across the backs of anyone doing business there.

For the full commentary, see:

Daniel Henninger. “WONDER LAND; Elon Musk’s ‘Final Straw’.” The Wall Street Journal (Thursday, May 21, 2020): A15.

(Note: the online version of the commentary has the date May 20, 2020 and has the same title as the print version.)

Does Musk Want to Reach Mars or Conspicuously Consume Real Estate?

In my book Openness to Creative Destruction, I describe and praise those who I call “project entrepreneurs.” These are innovative entrepreneurs, like Walt Disney and Cyrus Field, who are motivated primarily by a desire to bring their project into the world, rather than a desire for conspicuous personal consumption. I have been unsure whether to count Elon Musk as a project entrepreneur. The evidence quoted below suggests the answer is “no.”

(p. M1) Over the last seven years, Mr. Musk and limited-liability companies tied to him have amassed a cluster of six houses on two streets in the “lower” and “mid” areas of the Bel-Air neighborhood of Los Angeles, a celebrity-filled, leafy enclave near the Hotel Bel-Air.

Those buys—plus a grand, 100-year-old estate in Northern California near the headquarters of Tesla, the electric car concern he heads—means Mr. Musk or LLCs with ties to him have spent around $100 million on seven properties.

For the full story, see:

Nancy Keates. “Elon Musk’s Big Buyout.” The Wall Street Journal (Friday, December 6, 2019): M1 & M6.

(Note: the online version of the story has the date Dec. 5, 2019, and has the title “Elon Musk Buys Out the Neighbors.”)

My book, mentioned at the top, is:

Diamond, Arthur M., Jr. Openness to Creative Destruction: Sustaining Innovative Dynamism. New York: Oxford University Press, 2019.

Tesla’s Process Innovation May Be Low-Defect, Fast-Assembly

(p. A13) Tesla became a darling of government handouts, with tax credits and public funding galore. It quickly grew into a sales phenom with high prices but low volume. Then, this year, its production numbers started to match those of the other major manufacturers. How Mr. Musk achieved this—and whether he should be considered a visionary or a charlatan—is the subject of “Ludicrous: The Unvarnished Story of Tesla Motors,” by the automotive journalist Edward Niedermeyer.

. . .

The book hits its stride when the author details Mr. Musk’s attempts to revolutionize the way cars are built. DeLorean and others faltered due to their inability to roll out large numbers of vehicles at a decent level of quality. Likewise the assembly line has been Tesla’s biggest obstacle. For a generation, automakers have cleaved to Toyota’s system of production, which emphasizes reducing waste and defects, slowing down the assembly line to achieve these goals. Mr. Musk, in contrast, feels Teslas should be assembled with a fast-moving line, deploying robots where other carmakers have employed workers.

Many observers bet that fast assembly won’t work. But this year Tesla delivered an impressive 158,000 cars to customers in the first two quarters, about the same number of Lexus models sold in the U.S. during that same period. Low-defect assembly was the major innovation of the automotive industry a generation ago; fast-line assembly may be the next. If Tesla’s fast-produced vehicles turn out to be reliable, Mr. Musk will deserve plaudits.

. . .

The portrait of Elon Musk that emerges from this book is one of a social-media obsessive who is constantly overpromising, playing the role of the self-sufficient business person while relying on government favors. Still, Tesla facilities produce lots of actual cars, which is more than what most other one-man marques have achieved. The accomplishment may not be as grand as Mr. Musk would like us to believe: He couldn’t have built his cars without subsidies from taxpayers who cannot afford Teslas and were given no choice in funding playthings for the rich. But his is an achievement, nonetheless.

For the full review, see:

Gregg Easterbrook. “BOOKSHELF; A Revolutionary Old Product.” The Wall Street Journal (Wednesday, Aug. 28, 2019): A13.

(Note: ellipses added.)

(Note: the online version of the review has the date Aug. 27, 2019, and has the title ” BOOKSHELF; ‘Ludicrous’ Review: A Revolutionary Old Product.”)

The book under review is:

Niedermeyer, Edward. Ludicrous: The Unvarnished Story of Tesla Motors. Dallas, TX: BenBella Books, Inc., 2019.

Cocoa Beach Thrives During Private Space Race

(p. B6) Jeff Bezos and Elon Musk are racing to send people into outer space and eventually to the moon and Mars. They are already improving the fortunes of a coastal Florida city that is home to their budding space ambitions.

Cocoa Beach, which sits south of Cape Canaveral on the Atlantic coast, was hit hard by the 2009 recession and the subsequent end to the National Aeronautics and Space Administration’s space shuttle program. The economic downturn and space program’s demise led to large-scale layoffs and a reduction in tourism.

Now the city of 11,000 is in the middle of a resurgence as the private space industry’s rocket launches bring jobs and visitors back. Blue Origin LLC has built a rocket factory north of Cocoa Beach. The company—founded by Mr. Bezos, the chief executive of Amazon.com Inc. —plans to launch its New Glenn rocket from Cape Canaveral in 2021. Blue Origin hopes one day to bring people to the moon.

Space Exploration Technologies Corp., known as SpaceX, is holding test launches on the cape and is expected to shoot a rocket with 60 satellites into space this week—and, at some point, send people on a mission to Mars. SpaceX was founded by Mr. Musk, who is also a founder of Tesla Inc.

For the full story, see:

Konrad Putzier. “Florida City Buoyed by Space Race.” The Wall Street Journal (Wednesday, May 22, 2019): B6.

(Note: the online version of the story has the date May 21, 2019, and has the title “Space Rockets Spark Property Boom on Florida Coast.”)

Intense Scaringe Self-Funded Start of Audacious Rivian

(p. B1) NORMAL, Ill. — By definition, the time of the world’s richest man is pretty valuable. But early last fall, Jeff Bezos sought out a 36-year old entrepreneur named R.J. Scaringe and spent the better part of a day in Plymouth, Mich., at the company he founded, Rivian.

Mr. Bezos got a preview of Rivian’s electric pickup truck and sport utility vehicle and liked what he saw. Not long after his visit, Amazon led a $700 million investment in Rivian. Two months later, in April, Ford Motor invested $500 million. All told, Rivian has raised $1.7 billion without selling a single truck or S.U.V.

. . .

(p. B6) Rivian is promising to do for trucks what Tesla did for luxury cars.

That’s where the similarities between the two electric automobile makers end. Even as Tesla and its brash chief executive, Elon Musk, made headlines by setting and falling short of some audacious goals, Mr. Scaringe and Rivian have spent a decade fine-tuning their designs.

. . .

Mr. Scaringe founded Mainstream Motors, the business that would later become Rivian, in 2009 after completing a doctorate in mechanical engineering at the Massachusetts Institute of Technology.

His timing was odd to say the least — the financial crisis had made investors skittish, and the bankruptcies of General Motors and Chrysler did not bode well for an automotive start-up.

Family and friends provided the initial funding, and Mr. Scaringe and his father both took out second mortgages to raise money. Continue reading “Intense Scaringe Self-Funded Start of Audacious Rivian”

“Ridiculous” to Project “Our Psychology into the Machines”

(p. A8)  . . .  the soft-spoken, 55-year-old Canadian computer scientist, a recipient of this year’s A.M. Turing Award — considered the Nobel Prize for computing — prefers to see the world though the idealism of “Star Trek” rather than the apocalyptic vision of “The Terminator.”

“In ‘Star Trek,’ there is a world in which humans are governed through democracy, everyone gets good health care, education and food, and there are no wars except against some aliens,” said Dr. Bengio, whose research has helped pave the way for speech- and facial-recognition technology, computer vision and self-driving cars, among other things. “I am also trying to marry science with how it can improve society.”

. . .

Cherri M. Pancake, the president of the Association for Computing Machinery, which offers the $1 million award, credited Dr. Bengio and two other luminaries who shared the prize, Geoffrey Hinton and Yann LeCun, with laying the foundation for technologies used by billions of people. “Anyone who has a smartphone in their pocket” has felt their impact, she said, noting that their work also provided “powerful new tools” in the fields of medicine, astronomy and material sciences.

Despite all the accolades, Dr. Bengio recoils at scientists being turned into celebrities. While Dr. Hinton works for Google and Dr. LeCun is the chief A.I. scientist at Facebook, Dr. Bengio has studiously avoided Silicon Valley in favor of a more scholarly life in Montreal, where he also co-founded Element A.I., a software company.

“I’m not a fan of a personalization of science and making some scientists stars,” said Dr. Bengio, a self-described introvert, who colleagues say is happiest when hunched over an algorithm. “I was maybe lucky to be at the right time and thinking the right things.”

Myriam Côté, a computer scientist who has worked with Dr. Bengio for more than a decade, described him as an iconoclast and freethinker who would feel stymied by the strictures of Silicon Valley. A communitarian at heart, she said, he shuns hierarchy and is known for sharing the profits from his own projects with younger, less established colleagues.

“He wants to create in freedom,” she said. Citing the credo of student rebels in 1968 in Paris, where Dr. Bengio was born, she said his philosophy was: “It is forbidden to forbid.”

That, in turn, has informed his approach to A.I.

Even as Stephen Hawking, the celebrated Cambridge physicist, warned that A.I. could be “the worst event in the history of our civilization,” and the billionaire entrepreneur Elon Musk has cautioned it could create an “immortal dictator,” Dr. Bengio has remained more upbeat.

. . .

. . .  he dismissed the “Terminator scenario” in which a machine, endowed with human emotions, turns on its creator. Machines, he stressed, do not have egos and human sentiments, and are not slaves who want to be freed. “We imagine our creations turning against us because we are projecting our psychology into the machines,” he said, calling it “ridiculous.”

For the full story, see:

Dan Bilefsky.  “THE SATURDAY PROFILE; Teaching a Generation of Machines, Far From the Spotlights of Silicon Valley.”  The New York Times (Saturday, March 30, 2019):  A8.

(Note:  ellipses added.)

(Note:  the online version of the story has the date March 29, 2019, and has the title “THE SATURDAY PROFILE;  He Helped Create A.I. Now, He Worries About ‘Killer Robots’.”)

Technologies That Enable Driverless Cars May Also Enable Virtual Experiences That Reduce Desire to Drive

(p. A13) Audi, at the 2013 Las Vegas Consumer Electronics Show, unveiled a self-driving vehicle, supposedly soon to be available to the public, which would handle highway driving until it didn’t, at which point a passenger would be expected to take over within seconds. Elon Musk seemingly promised every year that a completely capable self-driving car was just a year away. . . .
Toyota, at the same time, was routinely ignored for saying the new technology would compensate for a driver’s errors long before it was ready to accommodate his desire to be doing something else.
. . .
Toyota was right. For the foreseeable future, autonomous features will mainly serve to stop us from screwing up. And yet what’s being cooked up today may prove more transformative in the long run than even the hype-mongers predicted.
Take the machine vision, 3-D mapping and ubiquitous low-latency broadband networks needed to make driverless cars possible. These technologies will also make many trips superfluous. They will bring us not just convincing simulations but improvements: If a rain is falling the day you want to visit Venice, punch in better weather. And why drive to a mall when a virtual store can bring you a selection of items designed to your tastes, which you can even sample virtually?
The signs are already visible. On average, each of us drives less per year than we did in 2004. More Americans work at home, watch Netflix instead of venturing to the movies, and rely on Peapod and Amazon to save them trips to the grocer. For all the blue-sky thinking about how self-driving cars might change vehicle-ownership patterns and urban planning, it’s always assumed people crave to be more mobile. Like many technological forecasts, these visions may be slightly off-kilter from the future that actually unfolds.

For the full commentary, see:
Holman W. Jenkins, Jr. “BUSINESS WORLD; Self-Driving Car Returns to Earth.” The Wall Street Journal (Wednesday, Dec. 1, 2018): A13.
(Note: ellipses added.)
(Note: the online version of the commentary has the date Nov. 30, 2018.”)

Musk Jabs the SEC as “the Shortseller Enrichment Commission”

(p. B1) Elon Musk risked reigniting a battle with federal securities regulators on Thursday when he appeared to openly mock the Securities and Exchange Commission only days after the Tesla Inc. chief executive settled fraud charges with the agency.
Seemingly without prompt, Mr. Musk sent a tweet in the early afternoon that suggested the SEC was enriching investors betting against the electric-car maker. “Just want to [say] that the Shortseller Enrichment Commission is doing incredible work,” Mr. Musk tweeted. “And the name change is so on point!”

For the full story, see:
Tim Higgins and Gabriel T. Rubin. “Tweet by Elon Musk Takes Jab at the SEC.” The Wall Street Journal (Saturday, October 5, 2018): B1 & B4.
(Note: the online version of the story has the date Oct. 4, 2018, and has the title “Elon Musk Tweet Mocks the Securities and Exchange Commission.”)

“Tesla Is His Baby”

(p. B5) “Tesla is his baby,” said Deepak Ahuja, Tesla’s chief financial officer. “He takes it extremely personally.”
. . .
In preparing the assembly lines, Mr. Musk became convinced that the process should be close to fully automated, using robots rather than humans whenever possible. Doing so, he believed, could make cars move through the factory at one meter per second, 10 to 20 times the speed of existing lines.
So Tesla built a factory with hundreds of robots, many programmed to perform tasks that humans could easily do. One robot, which Mr. Musk nicknamed the “flufferbot,” was designed to simply place a sound-dampening piece of fiberglass atop the battery pack.
But the flufferbot never really worked. It would fail to pick up the fiberglass, or put it in the wrong place, frequently delaying production. It was eventually replaced by factory workers.
Mr. Musk has accepted responsibility for some of these missteps, occasionally with humor. In late June, he wore a T-shirt depicting a robot that passes butter. It was an inside joke, lampooning the notion of technology for technology’s sake.
After the debacle, Mr. Musk tweeted: “Excessive automation at Tesla was a mistake. To be precise, my mistake. Humans are underrated.”
. . .
“He is absolutely working incredibly hard, but Elon has always worked incredibly hard,” said Mr. Ahuja, Tesla’s chief financial officer. “He’s very tough, too. He can eat glass.”
. . .
“I know that it has been a difficult year for him,” said Gwynne Shotwell, the SpaceX president and chief operating officer. “Not because he’s frowning or throwing things, but because I can tell he’s physically exhausted.”

For the full story, see:
David Gelles. “In Elon Musk’s World, Brakes Are for Cars, Not C.E.O.s.” The New York Times (Wednesday, Aug. 29, 2018): B1 & B5.
(Note: ellipses added.)
(Note: the online version of the story has the date Aug. 28, 2018, and has the title “MARSEILLE DISPATCH; Yes, There Is a French McDonald’s That Is Beloved (by Its Staff).”)

“I’d Rather Be Optimistic and Wrong than Pessimistic and Right”

(p. A17) There is no question that Tesla’s culture is different from that of conventional automakers or even other Silicon Valley companies — . . . . That is largely by Mr. Musk’s design, and certainly reflects his outsize presence. His web appearance late Thursday [Sept. 6, 2018] was the latest evidence.
He was the guest of the comedian Joe Rogan, an advocate for legalizing marijuana, and the repartee included an exchange over what Mr. Musk was smoking.
“Is that a joint, or is it a cigar?” Mr. Musk asked after his host took out a large joint and lit it up.
“It’s marijuana inside of tobacco,” Mr. Rogan replied, and he asked if Mr. Musk had ever had it.
“Yeah, I think I tried one once,” he replied, laughing.
The comedian then asked if smoking on air would cause issues with stockholders, to which Mr. Musk responded, “It’s legal, right?” He then proceeded to take a puff. Marijuana is legal for medical and recreational use in California, where the interview was recorded.
After Mr. Musk announced on Aug. 7 that he intended to take Tesla private at $420 a share, there was speculation that the figure was chosen because “420” is a code for marijuana in the drug subculture.
In an interview with The New York Times while the gambit was still in play, Mr. Musk didn’t deny a connection. But he did try to clarify his state of mind in hatching the plan — and the shortcomings of mind-altering.
“It seemed like better karma at $420 than at $419,” he said. “But I was not on weed, to be clear. Weed is not helpful for productivity. There’s a reason for the word ‘stoned.’ You just sit there like a stone on weed.”
. . .
If he is feeling any insecurity, it was not reflected in his webcast with Mr. Rogan. He appeared at ease, sipping whiskey, and spoke, at one point, about artificial intelligence and how it could not be controlled.
“You kind of have to be optimistic about the future,” Mr. Musk said. “There’s no point in being pessimistic. I’d rather be optimistic and wrong than pessimistic and right.”

For the full story, see:
Neal E. Boudette. “‘Tesla Stock Dips As Musk Puffs On … What?” The New York Times (Saturday, Sept. 8, 2018): A1 & A17.
(Note: ellipses in quotes, and bracketed date, added; ellipsis in title, in original.)
(Note: the online version of the story has the date Sept. 7, 2018, and has the title “‘Tesla Shaken by a Departure and What Elon Musk Was Smoking.”)