How Elon Musk's Tesla Brand Has Super Charged Automotive Marketing

But will it drive innovation for the long haul?

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Some of us old enough to remember the 1980s know that Tesla used to be a hair-metal band. Others who paid attention in history class know that Telsa was, in the 1880s, the Serbian-American engineer who invented the polyphase AC generator—the motor that later allowed George Westinghouse to bring electricity into American homes.

Photo: James Lipman/ Tesla

But if you've heard or read anything in the last few years, you know that Tesla today is something else: a very sexy, very fast, very expensive electric car.

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