Tesla Motors is the most innovative and progressive car company in the world. With their new Model S sedan on the way and a recent IPO, Telsa is operating at an entirely new scale.

Planned around the announcement of the new Roadster, this site simply and beautifully tells the story of the Tesla and its innovative technology in ways that show potential buyers what it means to own an electric car and helps them envision it in their lives. It seamlessly connects all aspects of the Tesla customer experience—from the site to the showroom to the road.

It’s a clear experience featuring the car as the hero using big, bold images in the context of everyday life. From test driving and buying, to learning about charging and vehicle range, it communicates the important and sometimes unfamiliar information in digestible real-world ways.

• Kick-off for the project began in March and the site was completed in July in coordination with the launch of the new Roadster.

• Deep technical features are presented in a layered, editorial format that enables users to access progressively more detailed information.

• Important for Tesla was shining a spotlight on the owners and their perspectives; the Enthusiast section is dedicated to owner stories.