"Tesla's brand is like nothing else. It's not even comparable to Apple (AAPL). There's a popular TED Talk where Simon Sinek authoritatively proclaims that the most successful companies have products, cultures, and marketing strategies that all stem from their raison d'être. These companies continuously answer the question "why" instead of the usual "what", and "how" -- he states that, "people don't buy what you do, they buy why you do it". This speaks to a deep-seated human craving for authenticity, purpose and meaning -- even seeking it in the products we buy. Sinek asserts that the reason Apple is so unbelievably successful isn't because they sell products that are beautifully designed, simple to use and user-friendly -- but because -- since they believe in thinking differently and challenging the status quo in everything they do, they sell beautifully designed, simple to use, and user-friendly products; and people buy into this. In other words, they have a purpose and a mission apart from just profit, and their customers and employees sense the authenticity that results."
"Tesla isn't just a car, or even a brand in the sense that nearly every other for-profit company is a brand ... It's actually the ultimate mission -- the mother of all missions -- and that is, to wean our planet off its addiction to fossil fuels, helping to create a long-term sustainable society; one that our grandchildren can enjoy and be proud of."
"No automaker that chooses to concurrently produce internal combustion engine vehicles, can ever be authenticated as having a 'mission' that is as purposeful and meaningful as Tesla's is. This mission -- in combination with a brilliant product -- is the reason everyone wants to own a Tesla and the reason everyone wants to work for Tesla."
"I love the concept of a positive feedback loop; I believe there is significant alpha hidden in the unappreciated, uncontrollable appreciation of variables (i.e. finding situations where outputs loop back to increase inputs). This is a natural phenomenon with Tesla. Not only does every sale and delivery generate more sales, through continuous endorsements and "green-bragging" -- every unit sold also adds recruitment power to attract the best and brightest engineers, designers and business developers to join the cause (yes, cause - not company)."
"This is incredibly beneficial for Tesla's future. Additionally still, the company receives synergistic consumer brand appeal and talent recruitment allure, through its association with two other powerfully missional companies: SpaceX and SolarCity (SCTY) -- living legend, Elon Musk, is heavily involved with all three of these causes … (this man gets it)."
"So in my most short-forgiving estimations, short-sellers are chasing after a best-'expected'-case scenario of 50% -- in a herd again -- while risking theoretical unlimited losses (unless they're eating into their potential profits with an expensive hedge). On the other hand, when you buy Tesla shares in a diversified portfolio, you are effectively putting less than half of your allocated capital at risk, while buying into the extraordinary plausibility for Tesla to build a brand and ecosystem that allow it to dominate the future of personal transportation."