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Articles by Ben Holland

Ben Holland is the Outreach and Marketing Coordinator at Rocky Mountain Institute.

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When Tesla Motors opened its new showroom in Boulder, it did so in style. Hosting an invitation-only party, the automaker brought out a lively group of local politicians, environmentalists and entrepreneurs for a night of martinis, music and test-drives of the Tesla Roadster.

A Tesla Roadster on display at the electric vehicle maker’s new store in Boulder, Colorado.Eric Magnuson via FlickrThe much talked about, all-electric, luxury sports car has received as much attention for its price tag as anything else. At more than $100,000, few people are likely to buy a Roadster. But with a temporary Colorado tax-break reducing the price to $67,800, surely someone in affluent Boulder will snag one. So why not throw a blowout party, invite a bunch of friends, and put the car on display for all to see?

But the Roadster is more than just an expensive car. Its sleek contours and luxury styling are enough to turn anyone into a car fanatic. Well before the party started, invited guests and curious onlookers had gathered outside the building, taking photos with their cell phones as traffic slowed along the west end of Pearl Street. It is a beautiful car, yes, but its perform... Read more