Elon Musk – CEO of Tesla Motors – has just revealed the second part of his master plan for the company. And it’s a doozy. Not content with producing sleek electric cars (which to be fair, was only ever a stepping stone to greater things), Musk wants to fundamentally change how we live our lives. But the road to Musk’s techno-utopia may be rocky. In 2006, Musk announced his “Secret Tesla Motors Master Plan.” Steps one to three were simple and elegant: Build [a] sports car Use that money to build an affordable car Use that money to build an even more affordable car.   But cutting through these was a fourth step that had a much stronger social goal in sight: to develop and “provide zero emission electric power generation options.” Step One: complete. Tesla, CC BY-ND   This desire to change the world for the better is apparent in “part deux” of the master plan. Steps one to three of the new plan are superficially technological goals: Create stunning solar roofs with seamlessly integrated battery storage Expand the electric vehicle product line to address all major segments Develop a self-driving capability that is 10X safer than manual via massive fleet learning.   Yet underpinning them is a revolutionary vision for transforming society. Elon Musk doesn’t just want to fast-track the transition to renewable energy and self-driving cars – he wants to rewrite the rulebook on how we build a futuristic sustainable society. Shifting the culture with new technologies This comes through loud and clear in his fourth step in the new master plan. Once there are enough privately owned fully autonomous Teslas on the road, Musk wants to co-opt them into the “Tesla shared fleet.” The concept is as simple as it is audacious: Instead of your Tesla

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