Two years after the Tesla Roadster rolled into the dreams of auto lovers who care about the environment – and stopped to pick up the coveted INDEX:Award 2007 in the Play category – its company is in the news again.

Spring 2009 has seen the unveiling of the Tesla Model S, also electric, also emission-free … and also pricey, yes, but only about half the sticker shock of the Roadster. Where the mighty Roadster starts at US$101,500 you can wear the Model S home for US$49,000.

While we become quickly accustomed these days to humanitarian organizations and movements being aimed primarily at the developing world where we typically find the most direly needy,  INDEX:Design to Improve Life is looking for designs that improve life wherever issues arise.

And the issue at hand is the fact that one-third of the world’s CO2 emissions stem from transportation, thus making electrical cars needed.

The Tesla Roadster is an entirely electric vehicle, with zero emissions and zero-to-100 km/h acceleration in four seconds. The Roadster is the first production electric vehicle to incorporate a 350+ km range per charge, and with a fuel efficiency equivalent of almost 60 km per literand gorgeous styling, the Tesla Roadster proves that electric cars can be cool and fun to drive. The battery recharges in three-and-a-half hours, which might raise your electricity bill, but because of its mileage, driving the Roadster actually costs less than one cent per kilometer.

Normally, a new car brand penetrates the market at mid-level price, affordable for many. However, to rid electricity powered cars of their golf cart reputations and make them objects of desire, this stylish Tesla sportscar targets the high-end market.

In Denmark, we are hopeful of a Tesla bike in the works.


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