By John D. Stoll WSJ Fri., Jan. 25, 2019 It’s been two years since Elon Musk changed the name of his company. Like Apple Inc.’s decision a decade ago to hit delete on “Computer” (nodding to its focus on mobile devices), he dumped the “Motors” from Tesla Inc. to send the message that his was more than just a car company. The move has flopped. Yes, Tesla now offers batteries and solar panels for homes, but all investors care about are its sleek electric cars. For proof, refer to the intense focus paid to Mr. Musk’s “production hell” of trying to ramp up assembly of the least expensive Tesla car yet, the Model 3. His repeated retellings of his factory-floor sleepovers and how he parachuted in to solve production problems made it hard for Tesla to calm worries about its ability to build enough cars at the right price. Mr. Musk might want to turn to a different page in Apple’s playbook, the one that outlines that the real money isn’t in building beautiful, well-designed things, but finding another company to put together your must-have products. Apple has long contracted with Foxconn Technology Group to make its iPhones, protecting itself… Read full this story
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