The electric vehicle company repositioning itself as an autonomous technology and robotics platform, with ambitions extending from mobility to humanoid automation.
Automotive
Technology
e-mobility
Founded
2003
Industry
Automotive · Technology
Headquarters
USA
Ownership
Public company
Key Facts
Brand logos
WordmarkTesla T
Purpose
We’re building a world powered by solar energy, running on batteries and transported by electric vehicles.
Tesla’s Master Plan Part 4: from sustainable energy to “sustainable abundance” (2025)
Tesla’s Master Plan Part 4: from sustainable energy to “sustainable abundance”
2025
Source: Tesla
With Master Plan Part 4, Tesla introduces its most ambitious—and most abstract—vision to date. While earlier plans focused on scaling electric vehicles and clean energy, this new chapter expands the mission toward what the company calls “sustainable abundance.”
Tesla’s Master Plan Part 3: a technical roadmap to a fully electrified world (2023)
Tesla’s Master Plan Part 3: a technical roadmap to a fully electrified world
2023
Source: Tesla
With Master Plan Part 3, Tesla shifts from storytelling to system design. Unlike the earlier plans, which focused on product strategy and company growth, this document is structured as a detailed white paper. Its purpose is to demonstrate, with data and modeling, how a fully sustainable global energy economy could realistically be achieved.
Tesla’s logo changed only slightly over time, with the most notable update in 2017 when the shield emblem was dropped. It shifted to a minimalist design featuring a stylized “T” and a refined wordmark.
The “T” consists of a curved top bar with tapered ends and a central vertical line that narrows to a point, giving it a technical, futuristic feel. Below it, the Tesla name appears in uppercase with a clean, reduced-stroke typeface sometimes referred to as Tesla Slab.
Tesla’s Master Plan Deux: expanding from electric cars to a full energy and mobility ecosystem (2016)
Tesla’s Master Plan Deux: expanding from electric cars to a full energy and mobility ecosystem
2016
Source: Tesla
In 2016, Tesla published the second part of its long-term strategic vision, known as Master Plan, Part Deux. Building on the original roadmap, which focused on scaling electric vehicles from high-end sports cars to affordable mass-market models, this new plan expands Tesla’s ambitions far beyond car manufacturing.
Tesla’s Secret Master Plan Outlines an Electric Future Built Step by Step (2006)
Tesla’s Secret Master Plan Outlines an Electric Future Built Step by Step
2006
Source: Tesla
In 2006, Tesla CEO Elon Musk published what he called a “Secret Master Plan,” outlining a structured approach to transforming the automotive and energy industries. At the time, Tesla was a young company with a single product: the high-performance Roadster.
Tesla’s original logo was designed by RO Studio in New Jersey, which also worked on early branding for SpaceX. It featured a stylized “T” inside a metallic shield. Tesla’s chief designer, Franz von Holzhausen, did not create the logo but helped define the company’s broader visual and automotive design language. According to Elon Musk’s explanation, the logo references the structure of an electric motor: the vertical stroke represents a rotor pole, while the curved top element reflects part of the stator, linking the symbol directly to Tesla’s core technology.
Martin Eberhard and Marc Tarpenning incorporated Tesla Motors in 2003, naming it after Nikola Tesla; Elon Musk joined in 2004 as lead investor and chairman.
Why electric cars look like science fiction
2026