Taunting Tesla: Mainstream automakers are gearing up to challenge Elon Musk

“Your turn, Elon,” shouts the message from Hyundai promoting its all-new Kona, a mainstream-priced, long-range battery-electric SUV that targets a market segment that Tesla CEO Elon Musk only hopes to enter a couple years from now.

In an auto industry where even a modest product development program can run $500 million to over $1 billion, it simply may not have the resources to match what the competition is throwing at it.

“Four hostile newspapers are more to be feared than a thousand bayonets...” ― Napoléon Bonaparte