In the first quarter of this, year Tesla‘s Model S sales outpaced Audi A8, BMW 7-series and Mercedes S Class sales. But what’s really striking about the comparison is that Tesla is a young car company and its Model S has been selling for only about 14 months, while BMW has sold its 7-series since 1977 and Audi‘s flagship A8 launched back in 1994. But Tesla has bigger aspirations than just tackling the luxury or PEV market. Tesla CEO Elon Musk has been very vocal about introducing a $30,000 car for the masses by 2016. To achieve that goal, the company will need to significantly decrease the cost of its batteries. That’s why the latest information form the Electrification Coalition is so important. The group expects battery costs to drop by almost half by 2020.