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car. “They took all the spirit out of me,” said von Holzhausen. “I knew I didn’t want to die there.” Mazda, by contrast, needed and wanted help. It let von Holzhausen and his team in Los Angeles put their imprint on every car in the North American vehicle lineup and to produce a set of concept cars that reshaped how the company approached design. As von Holzhausen put it, “We brought the zoom- zoom back into the look and feel of the car.” Von Holzhausen started a project to make Mazda’s cars more green by revaluating the types of materials used to fabricate the seats and the fuels going into the vehicles. He had, in fact, just made an ethanol-based concept car when, in early 2008, a friend told him that Tesla needed a chief designer. After playing phone tag for a month with Musk’s assistant, Mary Beth Brown, to inquire about the position, von Holzhausen finally got in touch and met Musk for an interview at the SpaceX headquarters. Musk instantly saw von Holzhausen, with his bouffant, trendy clothes and laid-back attitude, as a free-spirited, creative complement and wooed him with vigor. They took a tour of the SpaceX factory in Hawthorne and Tesla’s headquarters in Silicon Valley. Both facilities were chaotic and reeked of start-up. Musk ramped up the charm and sold von Holzhausen on the idea that he had a chance to shape the future of the automobile and that it made sense to leave his cushy job at a big, proven automaker for this once-in-a-lifetime opportunity. “Elon and I went for a drive in the Roadster, and everyone was checking it out,” von Holzhausen said. “I knew I could stay at Mazda for ten years and get very comfortable or take a huge leap of faith. At Tesla, there was no history, no baggage. There was just a vision of products that could change the world. Who wouldn’t want to be involved with that?” While von Holzhausen knew the risks of going to a startup, he could not have realized just how close Tesla was to bankruptcy when he joined the company in August 2008. Musk had coaxed von Holzhausen away from a secure job and into the jaws of death. But in many ways, this is what von Holzhausen sought at this point in his career. Tesla did not feel as much like a car company as a bunch of guys tinkering on a big idea. “To me, it was exciting,” he said. “It was like a garage experiment, and it made cars cool again.” The suits were gone, and so were the veteran automotive hands dulled by years working in the industry. In their stead, von Holzhausen found energetic geeks who didn’t realize that what they wanted to do was borderline impossible. Musk’s presence added to the energy and gave von Holzhausen confidence that Tesla actually could outflank much, much larger competitors. “Elon’s mind was always way beyond the present moment,” he said. “You could see that he was a step or three ahead of everyone else and one hundred percent committed to what we were doing.” Von Holzhausen had examined the drawings of the Model S left by Fisker and a clay model of the car and had come away unimpressed. “It was a blob,” he said. “It was clear to me that the people that had been working on this were novices.” Musk realized the same thing and tried to articulate what he wanted. Even though the words were not precise, they were good enough to give von Holzhausen a feel for Musk’s vision and the confidence that he could deliver on it. “I said, ‘We’re going to start over. We’re going to work together and make this awesome.’” To save money, the Tesla design center came to life inside the SpaceX factory. A handful of people on von Holzhausen’s team took over one corner and put up a tent to add some separation and secrecy to what they were doing. In the tradition of many a Musk employee, von Holzhausen had to build his own office. He made a pilgrimage to IKEA to buy some desks and then went to an art storePDF Image | SpaceX and the Quest
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