Basically the article has not told the basicTesla story, I will help out.
Tesla for a start is nothing like any other auto company, the business model is totally different to the other established players. Tesla also did the reverse of what we might think is the way to start a company.
First they had the Roadster, brutally quick on accelaration, expensive, but to prove a point that an EV can look good, be quick and have a good range.
Then came the Model 'S' also quick, less expensive, but look very good, and have the upmarket family vehicle feel about it.
The Model 'X' will fill the crossover market space when it arrives
Then finally we will get the smaller (mass market) Model 'E' in 2017 which will fit the price bracket for an average Jo so to speak.
So Tesla has done the opposite of what we might expect and gone from big expensive and fast down to the small cost effective mass market vehicle.
And another salient point, Tesla has gone the route (successfully so far) of using a multitude of small lithium-ion batteries similar to a laptop style set up, as opposed to the other EV guys using the larger battery packs.
Cheers . Peter