On the evening of Nov. 16, Elon Musk unveiled the latest prop in his Tony Stark cosplay. Tesla Inc.’s all-electric semi rig met all the classic Musk product launch criteria: It looked stunning, had unprecedented performance numbers, included features straight out of science fiction, and would arrive at some unknown date at a too-good-to-be-true price from a still-to-be-built assembly line.
Ten miles from the cramped Los Angeles airport hangar where thousands of Muskovites were swooning, a 25-year-old named Dakota Semler watched the performance on his phone, tossed a piece of sushi into his mouth, and shrugged. Semler, you see, has an all-electric semi of his own, a matte-black curvaceous truck known for now as the ET1.
