The electric car market is growing gradually. At the center of this growth is Tesla. Tesla had a vision to pioneer the electric car age. Tesla wanted to be recognized for its technology by targeting the high-end sports car market from its inception. Based on this, Tesla wanted to launch a more popular electric car to open the era of electric car. Tesla has overcome the high entry barriers of automotive industry through aggressive technology alliances. In order to accelerate the growth of the electric car market, Tesla used an extraordinary strategy such as building a charging facility, patent disclosure. Nevertheless, there are still many difficulties such as insufficient charging infrastructure, difficulty in mass production, competition with the existing automobile industry. Can Tesla overcome these difficulties and become the true hero of the automotive industry? This case examines the history and characteristics of the electric vehicle industry and analyzes the strategy of Tesla that was born in this background. Finally, we presented Tesla's challenge to become an Apple in the automotive industry.