ELON MUSK Shooting for the Stars

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WSJ. MAGAZINE

Shooting for the Stars

October 28, 2011

Elon Musk whipped into work this morn-ing

in a cherry-red sports car and now he's

lounging in his cubicle in a blue T-shirt and

jeans talking about protecting humanity by

colonizing Mars and making us amultiplanetary species.

He soundsridiculous.

The entrance to his office building is sleek

white minimalist"Iron Man" come to life.

But walk through the huge glass doors and

you enter a place where a boy's comic-

book dreams meet reality. It's one thing to

imagine a spaceship, another to see, a

few steps awayfrom Musk 's desk, the

Dragon capsule scorched from its fiery

descentfrom space. His company,

SpaceX, built the Dragon and it blasted offon its first try in December 2010, orbited

the earth and plopped down into the

Pacific Ocean, and now here it is.

Around the Dragon, in this cavernous

former Boeing 747 factory in Hawthorne, California, 1,500 young engineers and techs are

building four more Falcon 9s. Musk has contracts for over 30 more launches worth $3

billionincluding $1.6 billion from NASA. If all goes according to plan, in late December

his third F9 launch will dock with the International Space Station. This 40-year-old is

dreaming the stuff of nations.

And that sports car? It's a Tesla and he's the company's CEO and co-founder. It's

electric, goes from zero to 60 mph in a neck-snapping 3.7 seconds, travels 245 miles on

a single charge and there are now 1,850 of them silently cruising the streets. Next

summer his new version, an all-electric sedan that seats seven, should hit showrooms.

For extra credit, Musk is also the largest investor and chairman of SolarCity, a solar-

panel provider.

Elon Musk doesn't do anything small. In

explaining the goals of his companies, he

says, "Tesla and SolarCity are about trying

to solve the world's most important

terrestrial problem, which is sustainable

energy, and SpaceX is solving the problem

of the millennium, which is making life

multiplanetary."

A native of South Africa, Musk graduated

from the University of Pennsylvania with

degrees in business and physics and then enrolled in a doctorate program at Stanford in

applied materials science. Two days later he dropped out and, with his brother, created a

software company called Zip2, which was later sold to Compaq, a $300 million

transaction that made him rich. Instead of sunning on a yacht off the south of France for

"Humanity w ill be confined to Earth unless someone

invents a reusable rocket." -- Elon Musk Photograph

by Ralph Gibson

WSJ Magazine's "Innovator of the Year Aw ards"

gives this year's technology prize to entrepreneur Elon

Musk.

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WSJ In-Depth

the rest of his life, however, he decided to try to save the world.

When he heard that NASA had no plans to send astronauts to Mars, it boggled his mind.

The financial problem seemed straightforward, if not simple: Existing rockets employed

old technology, used once. "Imagine," he says, "if you built a new 747 for every flight."

Musk launched SpaceX in 2002 and built and designed his own engines from scratch.

"I'm head engineer and chief designer as well as CEO, so I don't have to cave to some

money guy," he says. He launched his rocket with a team of eight in the control room,

instead of dozens. The result: He's offering to send a 10,000-pound payload to

geosynchronous orbit for $60 million (compared to an industry standard many tens of

millions higher). And if he can figure out how to recover the first stage of his F9, he'll have

done what no one has ever done beforecreated a fully reusable rocket which costs

only $200,000 per flight for propellant. "Humanity will be confined to Earth unless

someone invents a reusable rocket," he says. "That is the pivotal innovation to make life

multiplanetary. I've been pacing around the house at 3 a.m. trying to figure out how to

make the F9 reusable," he adds, pacing around his cube. "And I think I have."

Musk isn't the only rich guy gazing at the stars. There's also Richard Bransonbut his

vehicle travels a mere 62 miles high and doesn't go orbital. There's Amazon's Jeff Bezos

but his secretive company's first small prototype blew up in early September. And

there's a slew of others, including United Launch Alliance, a joint venture of giants Boeing

and Lockheed Martinbut they use updated versions of Atlas and Delta rockets, old-tech

workhorses that aren't going to change anything. Of all the new companies trying to

develop rockets, Musk alone has lofted a wholly new one into orbit.

As for electric cars, the biggest auto companies in the world remain miles behind Tesla's

performance: The Chevrolet Volt travels all of 35 miles by battery power before a

gasoline-fueled generator kicks in. Tesla's forthcoming sedan, with no internal

combustion engine, will get you 160 to 300 miles, depending on the battery pack you buy.

Last year Toyota invested $50 million in Tesla, which purchased an old Toyota-GM plant

in Fremont, California, to begin manufacturing its next model.

To put it simply, Musk is dreaming bigger and further into the future than anyone else out

there, and he's putting his money where his mouth is. Just three years ago his first three

rockets had failed and Tesla was nearly bankrupt. Instead of retrenching, he fired Tesla's

CEO, took on the role himself and poured his remaining cashsome $75 million in all

into the company. Today SpaceX is profitable, and SolarCity, he says, is "cash positive."

(He says Tesla will be too, once the new model is out.)

Musk's grandest dream is to make a trip to Mars cost "about as much as a middle-class

house in California." Then, he says excitedly, we can begin terraforming Mars. "It would

be the most difficult thing humanity has ever done, but also the most interesting and

inspiring. Do you want a future where you're confined or reaching toward the stars? I

can't wait to go."

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DAVID STONEMAN

He does all this while all the other cash rich companies are afraid to use theiir moneyto innovate, or for that matter hire. Go Musk.

Roger Hall

Big ideas, good article. Re-usable rockets leads to cost advantages over the rest ofthe heavy launch industry, and that is good business, if he can do it with repeatability.

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Dec 4, 2011

Nov 6, 2011

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