Elon Musk Says New Tesla Roadster Won't Prepare for Crashes

Tesla chief Elon Musk drew attention this week by suggesting that safety is not a priority for the new Tesla Roadster. In an interview, Musk indicated that "if safety is your top concern as a buyer, the Roadster isn't going to hit that mark". His bracing note was unusual for an industry in which carmakers tend to emphasize safety above all else.

Tesla is acclaimed for pushing the envelope in performance and power train efficiency for electric cars. With its quick acceleration, eye-catching design and cutting-edge technology, the brand has created a loyal following. At the same time, the company has come under criticism for its approach to safety, particularly for driver assistance systems and unique design features like electronic door handles.

Musk called the new Roadster a car designed for drivers who like to be in control. He suggested it could be among the last cars built mostly for humans to drive, rather than computer systems taking over. While some of his comments, such as jokes about strange features like hovering, at times seemed more tongue-in-check than serious, they nevertheless added to the buzz around the car.

But for most sports car enthusiasts, safety has never been the primary reason for buying a high-performance car. Fast cars are typically higher maintenance for the driver. It can be expensive to make mistakes, and buyers typically expect some risk as part of the experience. Of course, even the quickest cars today are required to adhere to rigorous safety regulations and must be crash tested.

The question prompted by Musk’s comments is not whether Tesla will flout safety regulations. Instead, it demonstrates where the company’s priorities are. Speed, passion and driver engagement seem to be the priority, with safety in a supporting role rather than being at the heart of it.

This debate follows years of Tesla being criticized for how it discusses its driver assistance systems. Earlier this year, safety officials took issue with the company’s language, arguing that it could confuse drivers and lead to misuse. That critique only lends weight to concerns that strong safety messaging isn’t always Tesla’s greatest strengths.

For buyers out there, the takeaway is simple. Buyers seeking comfort and peace of mind might prefer the more traditional brands that put a bigger emphasis on safety testing and reducing risk. Some drivers looking for raw performance and comfortable with more risk could find the Roadster appealing.

“And where Musk is very honest is, it forces people to think: What do you actually want from a car?” With the Roadster inching nearer to production, regulator reactions as well as those from safety experts and the general public will determine whether this bold line works or backfires for Tesla down the road.