
For Tesla Motors founder Martin Eberhard, getting news of his ouster
was like glancing at the review mirror and seeing one of his electric
Roadster supercars approaching at 130 miles an hour without a sound.
In other words, he was blindsided. "Somebody in the company asked me if I would be leaving at a certain
date and I said, `I don’t think so,' but that turned out to be the
case," Eberhard told Fortune’s Green Wombat.
The date was last Friday and Tesla left Eberhard by the side of the
road just months before the Silicon Valley electric car company rolls
its hotly-anticipated Roadster off the production line and into the
hands of celebrity customers like the Google founders and California
Governor Arnold Schwarzenegger. Green Wombat spoke to Eberhard and
Tesla chairman Elon Musk Monday afternoon about the changes at Tesla
and the company's plans for the future.
Eberhard, long the public face of Tesla, stepped down as president
of technology and gave up his board seat in a move that is --
depending on who's talking -- either part of a planned transition or a
hit-and-run take-out of the founder following the appointment of a new
chief executive last week. The shakeup comes as Tesla wrestles with a
transmission problem that has delayed production of the $100,000
all-electric car that does zero-to-60 in four seconds and can go 245
miles on a single charge.
In August, Eberhard, who started Tesla five years ago with the financial backing of PayPal alum Musk, relinquished
his CEO spot so the San Carlos, Calif., startup could hire a top
executive with experience in large-scale manufacturing. Former
Flextronics chief Michael Marks took over as interim CEO, but Eberhard
says he never expected to be booted from the company.
"I truthfully thought I’d be spending quite a few more years at
Tesla Motors," says Eberhard before boarding a flight in Burbank to San
Francisco. "The only surprise was that the board no longer wanted me as
part of the company. There wasn’t any major disagreement going on, not
that I know of anyway."
As Eberhard recounts it, Musk told him about a month ago that he
wanted him to leave at some unspecified future date. "I thought it was
a strange notion to kick the founder out of the company anyway, where
there wasn’t a big ideological difference on the board where we wanted
to go," Eberhad says. "For all Elon’s character and personality, he’s
trying to solve same problem as I am. "
The end came suddenly last week. On Wednesday, Tesla announced the
replacement of Marks with a permanent CEO, tech veteran Ze'ev Drori,
founder of chip company Monolithic Memories. Two days later Eberhard
was packing up his office. "Elon did talk to me about leaving the
company without having a [board] vote," Eberhard says. "I left
voluntarily when it was clear that I wasn’t going to win a vote
anyway." Eberhard, who will serve on a Tesla advisory board, says Musk
explained why he was being ousted "only in the vaguest terms."
When I reach Musk on his cell phone and put the question to him, he
pauses and laughs a bit nervously. "I don’t know what to say without
being negative," says Musk, whose other post-PayPal ventures include
rocket company SpaceX and solar systems installer Solar City. "It did
not make sense for him to be at the company. Of course, if the board
thought if it would be better for him to stay he would still be there."
"I don’t think its ideological, it was more operational, I suppose," he adds. "There wasn’t an obvious role for Martin."
That rankles some at Tesla, acknowledges Darryl Siry, the company's
vice president of sales, marketing and service. "I think for a lot of
people who have identified with Martin for many years and who are
emotionally connected to Martin as a leader at Tesla, this transition
is a bit jarring," he says. "But we have to all adapt and move on. "
As CEO, Eberhard used Tesla's blogs to interact with electric car
enthusiasts and customers, giving them an unusually detailed look at
the development of the Roadster. As his final act he posted a farewell
on a Tesla fan site. "I am also not going to lie about it. I am not at
all happy with the way I was treated," he wrote, "and I do not think
this was the very best way to handle a transition -- not the best for
Tesla Motors, not the best for Tesla's customers (to whom I still feel
a strong sense of responsibility), and not for Tesla's investors. "
(Tesla has attracted a roster of investors that include Google (GOOG)
founders Sergey Brin and Larry Page as well as venture capital firms
VantagePoint Venture Partners, Technology Partners and Draper Fisher
Jurvetson.)
Some Tesla insiders tell Green Wombat they believe Eberhard's
departure is more the result of personality clash with Musk rather than
the speed bumps Telsa has hit as it gears up to get the Roadster on the
road to meet the expectations of the tech titans, Hollywood celebs and
others who have have plunked down six figures for the car. Telsa put
plans to sell electric car batteries to other manufacturers on hold
while it focuses on the two-seater's transmission, which hasn't met the
company's durability standards.
"It’s our biggest issue," says Musk. "Unfortunately the company
picked the wrong supplier, not once but twice, and now we’re on to our
third. I feel pretty confident the way things are going but I
personally had to take a hand in getting us there." He says in recent
months he's spent up to a third of his time at Tesla.
"The first production cars should be out in the next few months,"
Musk says. "It’s going to be a fairly slow stream until we clear up the
production issues. We need to work on production costs as well."
Musk offered a preview of what's next for Tesla, saying that early
next year the company will unveil its second model, a sports sedan
code-named WhiteStar. Tesla also is developing a next-generation
transmission, battery and drive train, which it expects to be
production-ready in a couple years. "What we’re working on in the shop
is a significant advance," he claims.
Rather than just sell batteries to other electric car manufacturers,
Musk says Tesla aims to provide the complete drive train package --
motor, transmission, battery and software.
"I think the right path for Tesla is as an independent company," he
says. "As soon as the timing is right we’ll take the company public and
use that capital to fund additional product development. We see Tesla
as being one of the great car companies of the 21st century and not as
a nameplate of some big auto company. We really want Tesla to branch
out and have a wide range of models. Our primary interest is how do we
get as many electric miles as possible."
Eberhard says it'll be difficult to watch from the sidelines. "I
wish things were different, for sure. I still feel a strong sense of
loyalty to the company. It’s been my life for the past five years. It's
not just a business. It’s a company I started for ideological reasons
as well as business reasons -- to deal with climate change, oil
dependence."
Under Eberhard Tesla almost single-handedly revived the electric car
just a few years after it was declared dead, pushing General Motors
(GM) to develop its own EV, the Volt. (GM Vice Chairman Bob Lutz
acknowledged as much in a recent interview
with U.S News & World Report. "When Tesla announced they were
building a car, that kind of tore it for me. I thought, 'If some little
West Coast outfit can do this, we can no longer stand by.' ")
Eberhard says he'll take a few months to figure out his next step.
In the meantime, he still has his Roadster to look forward to.
He's No. 2 on the waiting list, right behind Musk.