When Tesla first began to produce cars, it took an outstanding approach to get its first vehicle to sell faster and more profitable in the market. Instead of building a relatively affordable car, it took the other direction and focused on creating a compelling car.
In one of the posts on Tesla’s website, CEO Elon Musk once said something about the company’s mission; if they could have successfully sold their first product in mass, which they did with little hassle, it's nothing but a product of hard work and innovations; beyond all reasonable doubt, sales like this is practically impossible to achieve for a company that is just starting up, has never built a car or vehicle; and that had only a single technology iteration and no economies of scale of any kind”.
It was the decision to build a sports car that would be competitive to the gasoline-powered vehicle that made them known worldwide (innovation). This decision was a major innovative decision that led to the success of the tesla motors today. There is no secret tale to their success; the most important thing is that they were innovative in their designs and approach to car building.