Development is under way at Tesla on the companies third model, which will be a direct competitor to the BMW 3-series.
The new car should debut around 2015 and ride on a brand new chassis, which is rumored to also underpin the next generation Tesla roadster.
Tesla has recently commenced deliveries on the Model S, which starts at $57,400 for the base model. Tesla’s chief designer, Franz von Holzhausen, says that the new car will aim at a starting price of around $30,000, to offer an entry level premium electric car.
“We will become more experimental as we develop as a brand,” said Von Holzhausen. “Our cars need to have some personality,” he said, basically admitting that the Model S is a little too conservatively styled, and that the new car will offer a much more distinctive look.