Elon Musk, the Rocket Man With a Sweet Ride
The winner of the Smithsonian Ingenuity Award for technology hopes to launch a revolution with his spaceship and electric car
- By Carl Hoffman
- Smithsonian magazine, December 2012, Subscribe
(Page 2 of 3)
As a child growing up in Pretoria, South Africa, his mother thought he might have hearing problems. “We called Elon ‘genius boy,’” says his mother, Maye. “His brain was just ahead of everyone else’s and we thought he was deaf, so we took him to the doctor. But he was just in his own world.” Musk shrugs when I tell him that story. “They took my adenoids out, but it didn’t change anything. It’s just when I’m concentrating on something I tune everything else out.” He was bullied by other kids. He hated going to school. He was obsessed with facts and reading. “If someone said the Moon is, like, a million miles away,” says Maye, “he’d say, ‘No, it’s 238,855 miles from the Earth, depending on when you view it.’ Kids would just go ‘Huh?’ He’s just curious about everything and never stops reading and remembers everything he reads. He’s not in la-la land; he just sees everything as a problem that can be fixed.”
Tesla was largely the brainchild of another man, JB Straubel, who created a way to link hundreds of lithium ion batteries—essentially the same ones powering your laptop—together for unprecedented battery life. Musk jumped in and became the primary investor in the company, on which he now spends half his time. “Elon drives this think-bigger mentality,” says Straubel, in a lofty design studio behind SpaceX. “As engineers we tend to want to keep things small, but Elon is always imagining something so large it’s terrifying, and he’s incredibly demanding and hard-driving.”
Musk picks up a model of the Falcon 9 Heavy Lift, which will have the largest payload of any rocket anywhere and which he hopes to launch next year. There’s not a part in his spacecraft with which he’s not intimately familiar. To him, the problem with space seemed straightforward: All existing rockets used technology developed by governments for maximum performance without regard to cost. Every rocket is made to order and used for a single flight and then thrown away. “Imagine,” he says, “if you built a new 747 for every flight.”
Musk started SpaceX in 2002 and oversaw the development of a vehicle from scratch. He had a basic idea of what he wanted, how it should be done, but he hired veterans from TRW, Boeing and NASA to work out the details. He sacrificed a small amount of performance for cost. He patented nothing because he didn’t want competitors—especially China—to see even hints of his technology. He built and designed his own engines and oversaw all the design and tech decisions.
“I’m head engineer and chief designer as well as CEO, so I don’t have to cave to some money guy,” he says. “I encounter CEOs who don’t know the details of their technology and that’s ridiculous to me.” He built a facility on the Texas plains where every piece of equipment SpaceX builds is tested before it’s integrated with the rocket.
When his first three attempts at launch failed, he lost millions of dollars; his personal fortune was at risk. But he saw opportunity instead of defeat—every failure just meant more data and more chances to identify the problems and fix them. And fix them he appears to have done. He launched his Falcon 1, a much smaller version than the one that sent up the Dragon in May, on his fourth try with a team of eight in the control room, instead of dozens. Since then he’s five for five with his Falcon 9. “Silicon Valley gave me both capital and a way of running companies that are efficient at innovation,” he tells me. “It’s Darwinian there—you innovate or die.”
“The culture that he fostered made it possible,” says Roger Launius, aeronautics curator at the National Air and Space Museum. “He intentionally took a very basic approach and stayed away from technical enhancements that would have cost more and caused delays.”
The result: He’s offering to send a 10,000-pound payload into geosynchronous orbit for $60 million, compared with a United Launch Alliance Delta flight cost of $300 million (a space shuttle flight cost upward of $1 billion). If he can get “full and rapid reusability”—if he can figure out how to recover not just the second stage Dragon capsule, but the first stage of his Falcon 9—he’ll have done what no one has ever done before: created a fully reusable rocket for which the fuel costs only $200,000 per flight. “Humanity will always be confined to Earth unless someone invents a reusable rocket,” he says. “That is the pivotal innovation to make life interplanetary, and I think we’re close—check out the designs we’ve put out on Twitter and the website, which we’re going to start testing soon,” he says, getting agitated.
***
The difference between Musk and everyone else is that passion and ambition. When Tesla nearly went bankrupt, he fired its CEO, took over the role himself and risked his personal fortune, pouring $75 million into the company. As production delays have eaten into Tesla’s cash, some analysts have doubted the company’s viability. But Musk renegotiated the terms of a government loan, sold shares in the company and seems to have fixed its production delays. “The factory is state of the art,” says Elaine Kwei, an auto industry analyst with Jefferies & Company, “and the delays were little things from other suppliers, like door handles. The car is awesome and demand doesn’t seem to be an issue; if they can sell 13,000 cars next year, they’ll break even. Tesla has the potential to dominate the EV category, similar to the Toyota Prius’ dominance of the hybrid electric segment.”
Making a lot of money on an electric car or resupplying the ISS or even launching satellites cheaper than anyone else isn’t his goal. Musk wants a revolution. To change the way the world is powered, to rid it of the internal combustion engine and to create a new age of interplanetary exploration.
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Comments (10)
At bottom, the great contributions of the Elon Musks of the world are (1) that they buy us new alternatives and (2) that they keep those innovations conspicuous enough, long enough, so that we have a decent chance of experiencing the benefits they portend. "Musks" are the antidotes to the toxin Nicolo Machiavelli describes in "The Difficulty of Change." Capital is finite, so what goes into technologies whose twilight is at hand is squandered (except for marginal salvage). Carbon extraction dependent technologies are probably such "sunk" costs in both senses of the word. What's spent yields transient good, enduring harm, and — worst of all — negates capital that could have brought less problematic permanent successor technologies into being sooner. The world's Elon Musks are are teachers. We pay a huge tuition—if we cut their classes—to the Business Office at the School of Hard Knocks.
Posted by Stan Thompson on November 29,2012 | 11:45 PM
Elon Musk has, no doubt, a cadre of super-bright understudies. If it somehow comes to his attention that beginning of the transition of the world's diesel railways to renewably-sourced hydrogen hybrid (hydrail) technology happens just one year sooner, (over the 21-year interval it would take to for the change) would keep about 3 billion barrels of crude in the ground and about 215 million tons of carbon dioxide out of the atmosphere, he might just say, "Hey guys...anyone want a go at this one?" ... and climate change could slow down a bit. Hydrail is not rocket science ... but it can make a material difference in climate impact.
Posted by Stan Thompson on November 26,2012 | 09:01 AM
Elon's comments seem to raise the ire of some people higher than his company does it's rockets. He doesn't though, as far as I can tell, make thoughtless insults like many of the detracting commentators that I've read in forums. He seems to me a simple genius with drive and I use "simple" as a positive trait. Mostly free of pseudo-sophisticated tactfulness he say what he thinks and unlike most of the criticisms of him and/or his company he speaks from some knowledge. It seems to me that he isn't usually against what others want to do with their time and money. He just isn't going to "waste" his on it and says why. Elon Musk wants Mars during his active life, not lay a ground work towards it that a later generation can utilize. He wants to see the world cooking with solar power and driving on electrons within a generation. He's in a hurry. I also keep running across the opinion that somehow he's an irrational dreamer or a con man. These opinions are patently absurd and beneath rational consideration. I honestly believe that he'd like to see Europe, Russia, and ULA make rockets that can compete with his (tempered with self interest)and some of his comments are made as an attempt at a backhanded positive criticism. I don't think that it matters in the long run. He's made a name for history I think and possibly sparked a momentum that'll do great things for the human race, barring politics.
Posted by Les Roark on November 26,2012 | 03:20 AM
I have a dream. In it, Elon Musk has a cadre of super-bright understudies. It somehow comes to Musk's attention that, if the beginning of the transition of the world's diesel railways to renewably-sourced hydrogen hybrid (hydrail) technology happened just one year sooner, then (over the 21-year interval it would take to for the change) about 3 billion barrels of crude would stay in the ground and about 215 million tons of carbon dioxide would not enter the atmosphere. Musk says, "Hey guys...anyone want a go at this one?" And climate change slows down a bit. Hydrail is not rocket science, but it can be more immediate.
Posted by Stan Thompson on November 25,2012 | 05:53 PM
Congratulations to Elon Musk! He truly deserves this award for Innovation, and especially for his courage in the face of many critics. I look forward to the day I can afford a Tesla electric car! Sincerely, Robert Gibbons Washington NC
Posted by Robert Gibbons on November 25,2012 | 09:16 AM
> (see National Treasure, p. 42) What is this, dead tree hour? Looks like Smithsonian needs an internet editor.
Posted by Foo on November 23,2012 | 10:02 AM
Jim; I would love for congress to cut off the EV tax credit as that should save us about $225 million a year. But then lets cut the loop holes and prefential leases for the oil companies at the same time to save 4X that. I would also like to see us cut the special funds for the 3 aircraft carriers now in the Middle East. Which of course pales in comparison to the $1 trillion we spent in Iraq. If we make oil pay for it's true costs there would be no need for EV incentives. Until then let's not cut off our hope for the future.
Posted by David Hrivnak on November 22,2012 | 08:44 PM
"The capsule carrying 1,000 pounds of cargo is in orbit" "... a small start-up company’s rocket and space capsule, which cost roughly one-tenth of a space shuttle launch to launch..." The cargo capacity for the space shuttle was 50,000 pounds. Musk lifts 2% of the shuttle's capacity to orbit while costing 10% as much. How exactly is this a bargain?
Posted by Frank Weigert on November 22,2012 | 06:28 AM
Over the last week week, Elon Musk has insulted Apple, the European Space Agency and called for the government to place an "emissions tax" on internal combustion engine powered vehicles. Such a tax hike would, of course, not apply to his very expensive Tesla electric autos. Musk's demand for an emissions tax is clearly a move aimed at making his taxpayer subsidized electric cars more competitive. Musk apparently owns enough Washington politicians, including the one who lives at 1600 Pennsylvania Avenue, to continue to fearlessly make outrageous statements and predictions without worrying about Congress cutting off his entitlements. If you think Musk only intends to hep cut carbon emissions by calling for that tax, you need to go back to school. What's next from this manipulative and opportunistic "evil genius"? Perhaps he will move on to something like this: "Gentlemen, I give you the Vulcan. The world's most powerful subterranean drill. So powerful it can penetrate the earth's crust, delivering a 50 kiloton nuclear warhead deep into the liquid hot core of the planet upon detonation every volcano on earth will erupt." The Musk Cult continues to expand and gain power, thanks to the journalists and business tech commentators who are easily mesmerized by lofty talk.
Posted by Jim McDade on November 21,2012 | 07:58 AM
You claimed the high end version of the Model S goes from 0-60 in 5.5 seconds. In reality, it goes from 0-60 in 4.4 seconds... Did the oil industry told you to lie about that or what ;p Wouldnt want to make the wasteful gasoline cars look bad right!
Posted by You made a typo on November 21,2012 | 06:00 AM