Elon Musk, P.T. Barnum and the Greatest Automotive Show on Earth
by Mike Gulett –
Tesla has finally shown the world their vision of the long awaited Tesla Roadster. It is an all singing, all dancing flying jet-powered electric car that goes faster than any car in history (just ask Elon Musk). It is what we get with the combination of a leading electric car company and a leading rocket company (both controlled by Musk) and both contributing to this version of the Tesla Roadster.
Reminds me of the Lamborghini Gallardo
P.T. Barnum (the legendary 19th-century American showman) would have loved the spectacle of it all. This car was driving upside down, launching itself into the air, and performing spectacular maneuvers. It had everything a huckster showman could want: suspense, spectacle, and the promise of something almost unbelievable. Unfortunately it is not a real car that customers can buy that Tesla promised about 9 years ago. (You can watch the demonstration video down below).
Barnum understood that the anticipation of seeing something remarkable could be as valuable as the main attraction itself. Musk has taken that principle into the modern automotive age and the modern stock market.
This demonstration on October 14 in Waco, Texas has very little to do with real world electric cars and more to do with showmanship, wild promises, and the ability to keep an audience interested in something that does not exist as a real product. It may also have something to do with supporting Tesla’s stock price, which is the largest part of Musk’s wealth.
Barnum understood, and so does Musk, that many people are fascinated by the extraordinary, especially when a showman promises to accomplish the seemingly impossible.
The Greatest Automotive Show on Earth
The Tesla Roadster performed amazing maneuvers; driving upside down on a custom built ramp and launching itself into the air using an unusual combination of aerodynamic suction and compressed-air thrusters. It was a remarkable engineering demonstration and a successful publicity event. I suspect P.T. Barnum would have been delighted and proud of Musk, his modern day follower.
Barnum understood that the attraction itself was only part of his business. The publicity surrounding the attraction was just as important and in todays world the publicity is even more important than during Barnum’s time. Musk is a master of generating publicity, after all he owns a popular social media company (the former Twitter now known as X with millions of people following Musk).
Anticipation and Selling the Future
To create and deliver a new car most automobile manufacturers design a vehicle, build prototypes, test the vehicle, establish production facilities, announce final specifications, and then deliver the finished product to customers.
Tesla has taken a different approach with this Roadster.
Tesla announced extraordinary performance claims years before the vehicle was ready for production (and it is still not ready). It accepted reservations (with cash deposits), generated worldwide publicity, and established expectations that have continued to evolve and are now higher than ever.
While this was an interesting and impressive technology demonstration by Tesla what does the ability to perform an aerial maneuver contribute to a great sports car? It seems clear that this capability would not be legal in most states or countries anyway.
Tesla’s compressed-air thruster technology is interesting, and it could offer advantages in acceleration and vehicle control but at what cost and with what compromises to reliability and safety? It certainly could be useful for racing applications.
The Final Act
P.T. Barnum built his fortune by understanding that people wanted to see something out of the ordinary that was not available anywhere else. Elon Musk has built much of his success around promising that extraordinary things will become possible – someday. However, Musk’s companies (like Tesla and SpaceX) have delivered significant technological achievements, while Barnum’s business was entertainment.
It is interesting to see the similarities in their promotional approach. Both understand the power of spectacle, they know how to attract an audience and both recognize that anticipation can be valuable to the business. Very valuable in the case of the Tesla Roadster.
But one question is still on my mind – would I rather have an electric sports car that can fly briefly, or a beautiful, fast electric sports car that I can actually buy, drive, and enjoy?
P.T. Barnum sold tickets to his customers to see the impossible. Elon Musk is selling the promise to his customers that the impossible will someday become a reality.
Barnum’s audience could go home after the performance, either happy or not but Tesla’s Roadster customers are still waiting to drive this car.
That is a remarkable part of this big show.
Let us know what you think in the Comments.
The demonstration video is below.
Research and some text by ChatGPT. Photos compliments of Tesla.
We still know little about the actuall sports car we might get. Tesla wamts a $50K deposit and the price and delivery is unknown plus as you say 9 years overdue. It also seems misnamed as a roadster traditionall doesn’t have side windows.