You’ve got to hand it to Tesla - few companies can launch a new car with such a sense of occasion and fronted by such an enigmatic figure as Elon Musk.
The Tesla boss walked out on stage in California last night to the sound of rapturous applause, with the voice of one particularly happy soul shouting “we love you Elon” to the gathered crowd of journalists and soon to be Model X owners.
This was a different way of launching a car. Sure, we’d all seen the prototype version of the Model X in 2013, complete with its radical ‘falcon wing’ doors, but until Musk appeared on stage the technical specifications of the all-electric SUV were still a mystery, as was its final design. Usually, such features are drip-fed over months of design sketches, preview pictures and 'teaser' shots.