In 2018, California-based Tesla Inc. (Tesla) seemed to be gaining momentum after a series of setbacks in the production of its mass-market Model 3 car. Tesla's partnership strategy, guided by founder and chief executive officer Elon Musk, had been key to its success, yet Tesla did not appear to be succeeding as a stand-alone firm. It continued to command a small portion of overall vehicle sales, it had not mastered mass-production techniques, and it had not solved its sales dilemma by receiving permission to bypass the car dealership network in the United States. Tesla would continue to need partners for growth even as the nature of its partnerships changed. The challenge was to determine Tesla's partnership strategy in the short to medium term.
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