Tesla Motors, whose $109,000 electric Roadster is vividly familiar to anyone who’s ever picked up a car magazine (or, recently, a business one) is trying to go public and raise $178 million (up from $100 million). My guess: They’ll do it, because Tesla is a very sexy business, with a great image. Who wouldn’t want to tell people at cocktail parties that they’re an investor in Tesla?
The harder part will be getting the company out of the high-end luxury niche it is in now. Tesla’s strategy is clear enough: It’s rolling out the Model S at $49,900 (inclusive of a $7,500 federal tax credit) late next year as a 2012 model, and with the money that better-selling sedan brings in will then prepare an even-more-affordable third car. At that point, a publicly traded Tesla Motors will go mainstream and get out of the niche.
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