Since the late 2000s, the company has partnered with other automakers as an original equipment manufacturer. In addition to working collaboratively, the company continued to work on its own vehicles. Tesla continues to change the world of the automotive industry through its relentless innovation. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get Original Essay In 2015, Tesla Model S became the world's best-selling electric vehicle for 2 years (2015-2016). That same year, Tesla first announced “Autopilot” version 7.0 of its Model S software, a big and widely anticipated new build that finally enables the car's self-driving functionality. The main feature of the autopilot was what they called Autosteer which keeps the car in the current lane and adjusts the speed and distance to cars in front of it. Although Tesla has not been back of its warnings to Tesla drivers to keep their hands on the steering wheel, some people simply don't follow. This just goes to show that humans are totally amazed if extremely advanced technology is introduced. In July 2016, Musk announced the availability of semi-autonomy, telling the public the safety benefits. In the same year all models began to be built independently. Despite the confidence that characterized it, the company suffered a serious blow when a breakdown led to the death of a test driver. Evidently this didn't damage their image too much. That same year, Tesla entered the energy sector and acquired SolarCity as part of a commitment to develop renewable battery technology. In all its projects and partnerships, the company has consistently encouraged technological development that does not have a negative impact on the environment, contributing to a positive corporate image. The company's developments in solar energy (most notably Tesla Powerwall batteries and solar panel roofs) have accelerated the adoption of renewable energy and put another nail in the coffin of fossil fuel suppliers. Tesla's recognition of the importance of advancing battery technology was further confirmed by its acquisition of SolarCity last year. Since then, Tesla has revolutionized the way we think about energy storage. By installing 272 controllers on the island of Kauai, Hawaii, solar energy can now be reliably stored for use at night. Please note: this is just an example. Get a custom paper from our expert writers now. Get a Custom Essay In 2017, Tesla introduced the Model 3 to customers for the first time: a $35,000 electric car that could make the company accessible to many more consumers. The car was first introduced in 2016, and mass production began in mid-2017. As promised by Tesla, its electric vehicles will be more affordable for the public, to reach a larger customer segment. As of 2018, the Tesla model lineup includes the Tesla Model S, Tesla Model X, Tesla Model 3, as well as planned future Tesla Semi and Roadster models. Tesla Motor's success is a clear demonstration of the importance of innovation in business, as well as a CEO who is not afraid to take risks and make big promises. Ultimately, the company went from a niche automaker to a driving force behind advances in renewable energy, energy storage, and sustainable technology..