In 2014, a consumer researcher, Dr. Markus Giesler, posed a theory of how the car company Tesla — then barely a decade old — had made a splash in an automotive industry ruled by a few giant manufacturers. It wasn’t just the product design and vision, Giesler argued, but “the enduring quest for heroic masculinity.” Nodding to the entrepreneurial mold of CEO Elon Musk, he wrote that, “like Iron Man, Tesla Man combines rugged individualism, entrepreneurial can-do spirit, and a seemingly unshakeable faith in markets and technology with a sensible care for nature, the planet and future generations.” To drive a Tesla was to be cruising into the future.
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