Elon Musk: Tesla, SpaceX, and the Quest for a Fantastic Future

Chapter 11 discusses the interconnectedness of Musk’s ventures and his overarching vision. The chapter begins with a look at the Rive brothers, Musk’s cousins, who initially dabbled in technology consulting in Santa Cruz. They later transitioned into the solar energy market, spurred by Musk’s suggestion during a trip to Burning Man. This led to the founding of SolarCity in 2006, a company that aimed to simplify the adoption of solar energy by handling everything from installation to financing. The Rive brothers’ business model was innovative, offering consumers the ability to lease solar panels without upfront costs, thus making solar energy accessible and appealing. SolarCity grew rapidly, becoming the largest solar panel installer in the United States by 2014.

Musk’s involvement in SolarCity extended beyond a familial connection. He served as the company’s chairman and largest shareholder, integrating it with his other ventures. Tesla’s battery technology supported SolarCity’s storage systems, enabling customers to store solar energy for use during peak demand times or outages. This synergy was part of Musk’s broader goal of advancing sustainable energy solutions. The chapter highlights how SolarCity’s success came at a time when many green tech companies were struggling, with Musk’s companies standing out as exceptions in the industry.