Twenty years ago this month, Tesla introduced itself to the world with the electric Roadster, the $100,000 sports car that kickstarted the modern EV era. Now the company’s two original founders are betting on TELO, an EV startup with an aesthetic rebuttal to Tesla’s brutalist Cybertruck swagger.

Rather than start with another compact crossover chasing Tesla’s top-selling Model Y, San Carlos, California-based TELO – located in the same Silicon Valley office park where Tesla was headquartered when it launched the Roadster – is coming to market with a whimsical truck roughly the size of a MINI Cooper. Priced from $41,520, the MT1 looks like something from the world of Japanese anime, with none of the militaristic menace of Tesla’s pickup. But TELO is borrowing one important page from Tesla’s original playbook: start small and build slowly. CEO and cofounder Jason Marks told Forbes the company initially plans to make just 500 units, and then scale up to a 5,000-vehicle-per-year run rate after a year or so. And even at that relatively low volume, he thinks the company can turn a profit.

“A lot of EV companies that came after Tesla went right for high-volume manufacturing out of the gate. But that's not what Tesla did. If you look at their playbook, they built 2,400 Roadsters. Then they built 10,000 Model S’s, and then scaled from there,” said Marks, whose cofounder, Forrest North, is a former Tesla engineer. “Our intention is very much the same. This first........

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