Tesla Showcases Model S 'Alpha' Aluminum Frame (2011 Detroit Auto Show)


Photo: Michael Graham Richard
Not Taking the Well-Traveled PR Road
While most automakers stuck to the well-worn traditional PR approach, Tesla Motors did things its own way. Their main showcase was an alpha build of the Model S electric sedan's aluminum frame, and rather than talk about "the emotions that its cars will provide to drivers" or whatever else car companies usually talk about, they held a press conference that mostly focused on aluminum extrusions, custom-designed suspensions, and battery packaging. More photos and videos below.
Photo: Michael Graham Richard

Photo: Michael Graham Richard
Warning: Engineering Minutia Ahead
In fact, the press conference was given by Tesla's Vice President of Vehicle Engineering, Peter Rawlinson, and he stuck to the same script as in the videos below. Rather than paraphrase him, I'll give you the original. So if you missed the videos the first time around, here they are again, but be warned, the target audience is engineering geeks (a nice overlap with Tesla's clientele for now):

Tesla Vehicle Engineering - Part 1 from Tesla Motors on Vimeo.


Tesla Vehicle Engineering - Part 2 from Tesla Motors on Vimeo.


Tesla Vehicle Engineering - Part 3 from Tesla Motors on Vimeo.


For more info on the Tesla Model S, check out:
Tesla Model S Electric Car: 300 Miles Range, Seats 5+2, 0-60 MPH in 5.6 Seconds
Slideshow: Tesla Model S Electric Car
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Chevrolet Unveils 'Sonic' Sub-Compact (2011 Detroit Auto Show)
Thoughts on the State of the Auto Industry (2011 Detroit Auto Show)

Tags: Detroit | Detroit Auto Show | Electric Vehicles

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