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Tesla is trying to reach into lower market segments. The media is throwing around the $35k price point for a few months. [1][2]

[1] http://www.engadget.com/2014/07/15/tesla-model-iii/ [2] https://duckduckgo.com/?q=tesla+35k

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They're not really there yet, though; right now it seems like Tesla's still raising capital via the Model S and (eventually) the Model X. A significantly-cheaper Tesla (which probably ain't the Model X) will probably arrive alongside the new battery-churning Gigafactory they're building here in Reno (since that'll allow for better economies of scale with the batteries at least), which is slated for completion by around 2017 IIRC.

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