In 2016 Tesla continued to march fearlessly where the established car makers once feared to tread. Yes, driving a Tesla still feels a little like stepping into the next decade. Of course, the world is a better place for Tesla having existed. It’s also been refreshing to see Silicon Valley start-up tech company philosophies swung into play in the car industry, which is an evolutionary beast that shuns revolution. But Tesla’s window to smash out enough profit to build itself an unassailable brand position is rapidly snapping shut. And it is going backwards, losing money hand over fist, rather than solidifying its base. It is not just losing money. That was not enough. It is losing credibility with those who aren’t cult members, with one exaggerated, hype-driven statement, prediction or missed target following another. It is losing credibility by beta testing sometimes dangerously unproven technology (Auto Pilot, anybody?) on the paying customers. It is losing credibility with one prod...
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